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Head of Design & Strategy | Strategist & Designer | 20 years of experience creating, positioning and scaling brands


I view brands as integrated ecosystems built on human-centred strategies, creating believable experiences, connection and trust. I use strategy, architecture, systems thinking and design systems to create more opportunities to position brands at scale, reinforce propositions and deepen connections. My curiosity lies in these points of contact, the experience beyond conversion or sale, and the impressions and memories that follow.


This website presents a snapshot of selected projects. Contact me for recent case studies or to find out about my consumer brand work,

Sage logo.png
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Coca Cola logo.png
BT logo.png
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WPP logo.png
Procter & Gamble logo.png
Philip Morris International logo.png
Syspro logo.png
Shoprite Holdings logo.png
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Pick n Pay logo.png
Virgin logo.png
Nelson Mandela Foundation logo.png
The Presidency logo.png
Mediclinic logo.png
Old Mutual logo.png
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Distell logo.png
Pathcare logo.png
Sasol logo.png
Engen logo.png
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Brand & Product Strategy

Audit & gap analysis
Operating environment analysis

Audience and user analysis

Use cases and user stories
Brand positioning

Value proposition

Brand architecture

Experience and Journey mapping

Design Strategy

Brand personality & emotive experience

Brand experience across product 

Interactive experience and motion framework

Brand identity definition and framework

Marketing & campaign framework

Design guidelines

Design criteria, briefing and management


Brand identity and style guides

Brand communications and campaigns

Design systems bridging brand and product


Digital product UX/UI prototyping

Design Direction and brand guardianship

More projects on Behance

"Julie's work for Kinektek has been phenomenal. She guided us through a comprehensive re-branding of the entire business from the ground up. Her extensive grasp of brand and design strategy has enabled our business to establish systems and frameworks to accommodate all of our design requirements across all of our platforms and solutions. Beyond her strategic and business acumen, her creative and aesthetic design skills are really first class."

Matthew Slaven, CEO


“Working with Julie in repositioning our company within the WWP Group was an enjoyable, interesting and collaborative process. Julie’s ability to entrench herself in our business and the space in which we operate was invaluable. This meant that she was able to challenge the thinking and these debates resulted in some extraordinarily insightful strategies. I would work with and recommend her agency ID&B at every turn, they will truly help you to develop a world-class leadership brand.”

Juliet Mey, Global Marketing Director

Acceleration, WPP Group

"Julie played an immense role to prepare and empower the Simera Group to launch onto the global stage. What impressed me most was her innate capability to rapidly understand our environment and moreover, decompose our initial business objectives into clearly articulated work breakdown structures with well-defined goals.  She approached the work with a rather unique combination of out-of-the-box creativity and well-structured execution, which resonated with our systems engineering foundations."

Johann Du Toit, CEO

Simera Group

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