Strategic design leader working across product, brand and organisational systems to position digital products and platforms through a more human, compelling and strategically aligned user experience.

My focus is the evolving role of design leadership within AI-native organisations, where the challenge is no longer simply designing interfaces, but shaping systems that make increasingly automated products feel intuitive, trustworthy and human, at scale.

Based in the UK, I work at the intersection of design and UX strategy leadership, systems and process design, implementation and transformation, helping organisations align vision, capability and execution through the systems that define their products and experiences.

Bridget Riley, Fall.

Tate Britian exhibition poster photographed in my Cape Town studio.

My foundational understanding of design as a way of building commercial resilience through systems was shaped through a graphic design education that prioritised rich creativity and original thinking, and an early career in strong conceptual problem-solving and research-led strategic brand development for leading global enterprises and award-winning agencies across the WPP, IPG and Omnicom networks.

This established a way of working in which problem-solving, research, ideation, strategy, craft and delivery are not independent functions, but inseparable parts of a continuous process. Sustainable and scalable design solutions are developed through critical thinking, research, testing and refinement, then translated into clear, usable systems that strengthen how digital products, brands and experiences are structured, understood and delivered.`

In 2005, I founded the independent strategy and design studio ID&B in Cape Town. Over the following 15 years, I led complex brand, digital product and organisational transformation programmes across sectors, with a strong focus on technology, working with clients across Africa, Europe, the USA and Asia.

I closed ID&B to relocate to the UK and focus more directly on applying my experience within the technology sector, particularly in organisations building and scaling complex digital products and platforms.