a backstory

Made by Amida began in Barcelona, where I lived for several years. The name comes from the Catalan a mida – bespoke, made by hand – and that idea has stayed with me ever since.

Long before Amida, I was running creative businesses of my own. At 26, I bought and ran a restaurant in England; later came Barcelona, teaching English to business clients, an online language school and, eventually, the move into design and digital. Different businesses, different worlds – but an education in what makes people notice, trust and buy from a business that no course could really replicate.

I’m largely self-taught as a designer and developer, which perhaps explains why I’ve never been particularly interested in doing things simply because that’s how they’re usually done. I care about the details, but I’m always looking at the bigger picture too.

Experience has sharpened my eye, but it hasn’t dulled my curiosity,
– and I think the best work needs both.