Design & strategy director bridging the brand-UX gap, positioning companies through brands, digital products, platforms & ecosystems

Based in London, working in design & strategy leadership in B2B digital transformation & brand experience for global enterprises. I thrive on solving design and business challenges and have led multi-disciplinary teams across complex design, strategy, UX and brand projects for 20 years.

Contact for recent case studies

Design system strategy embedding brand experience across complex digital environments for the world's third-largest supplier of enterprise resource planning software

Design strategy embedding brand personality into UX
Atomic design system principles and architecture
Strategy and design system bridging web and product environments
Design direction of strategy implementation
Design system strategy framework
Stakeholder alignment

New brand and product eco-system design across mobile, desktop, tablet and touchscreen kiosk formats for FinTech PaaS

Brand strategy
Brand architecture
Product naming
Brand identity and communications
Style guide
............................................................................................
Design strategy linking entire suite of digital products to brand
Design of product UI with a white labelling option
UI design for mobile app, desktop and two touchscreen kiosk formats
UX
Design system and component libraries

Data-driven HealthTech PaaS enabling ultra-personalised wellness journeys

EventTech PaaS supporting micro business and entrepreneurs entering the event management space

Migration of mobile app to touchscreen kiosk format, and design of payments product for global financial services leader

Repositioning of global digital marketing agency within the WPP Group

Brand strategy and research framework for South Africa's national oil company

Brand audit
Scoping of project
Setting KPI and company strategic requirements of brand
Defining and presenting role of brand in transformation to nationwide stakeholders
Drafting interview scripts across stakeholder groups
Stakeholder interviews
Drafting of brand strategy service provider requirements
Setting technical criteria
Strategic direction of brand strategy project

Defragmentation and strategic realignment of corporate brand for South Africa’s largest private hospital group in preparation for global expansion (and rebrand by Landor, London)

Audit and analysis of visual brand
Gap analysis
Stakeholder analysis
Audience segmentation and messaging needs
Information and messaging hierarchy
Defragmentation and alignment strategy
Design principles
Corporate identity design system
Service ecosystem mapping for ongoing quality standards
Service design
Mentorship of internal studio

Strategy, architecture and design of 55 new brands to support transformation of Africa's largest retail group

Shifting consumer proposition from low-cost to emotive reward. Transformational strategy for Africa's leading cut-price retailer.

More projects on Behance

Juliet Mey, Global Marketing Director, Acceleration, WPP Group

“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.”

Julie Scott.

Creative director, strategist, visual systems & UI designer

I design experiences that work better, make people happier. My work has always been focused on creating resonance between product and user, organization, and audience, in B2B & B2C, across all sectors.

Design & strategy director bridging the brand-UX gap, positioning companies through brands, digital products, platforms & ecosystems

More projects on Behance