As well as being a Director of Rocket Learning, Joe is Managing Director of Rocket Visuals and co-founded the company in 1995. With a diverse professional background covering many aspects of communication media, his clients prior to setting up Rocket included Vivienne Westwood, P&O Cruises and Pink Floyd.

Before taking up his current position as Managing Director in 2003, Joe was the company's Creative Director, with overall responsibility for all aspects of design and production work undertaken by the studio. He has worked extensively on major projects for clients including Standard Life, Scottish Enterprise, The National Trust for Scotland and the National Australia Bank Group. His ideas, design skills and experience continue to be a vital part of winning and delivering many of Rocket's more significant projects.