Hands-on strategist and designer with over 20 years of experience developing brands that position and differentiate companies. I've always been curious about the point of contact between people and brands, the experience beyond conversion or sale, and the impressions and memories that follow.
My experience lies in translating business and user data into implementable brand and design strategies, and the design of engaging end-to-end brand experiences across multi-channel digital and offline touch points.
I view brands as integrated ecosystems built on human-centred strategies that embed an organisation's position, proposition and personality into every tap, click and experience. I create design frameworks and processes to execute this seamlessly, regardless of the complexity of the platforms or the user needs and need states. In addition, I create brand architecture and messaging frameworks to help manage and scale complex brand and product portfolios with multiple value propositions and market segments.
After working as a strategic designer for leading global branding agencies in the WPP, IPG, and Omnicom networks, I founded ID&B: a specialised brand transformation agency focused on bridging the gap between strategy and design and, more recently, brand and UX. I ran ID&B for 15 years, delivering world-class brand and digital experiences for large organisations, scale-ups and start-ups in Europe, the Middle East, Canada, the USA and Africa. I relocated to London in 2021.
Areas of focus
Brand identity development
Scalable brand identity systems
Brand communications & messaging
Integrated campaigns and marketing
Digital brand identity
Summarised CV. Contact me for more detail.
2021 - 2022: Contracting in London:
Design Lead - Softwire (BBC) https://www.softwire.com
Design System Strategist - Sage (Digital Experience Team) https://www.sage.com
Design Strategy Director - AutogenAI https://autogenai.com
User Experience Director - AKQA (WPP Group)
Senior Strategist - Hugo & Cat (IPG Network, FutureBrand Group of Companies) https://www.hugoandcat.com
2005 – 2020
Design, Strategy & Brand Director - ID&B (Founder)
I founded ID&B as a specialist design agency to bridge the strategy, design and UX gap to deliver end-to-end experiences for large companies with complex propositions. ID&B created, positioned and delivered world-class brands and digital experiences for large organisations and scale-ups in Europe, the Middle East, Canada, USA and Africa.
2003 – 2005
Senior Strategic Design Associate - Yellowwood (Omnicom)
2000 – 2003
Senior Strategic Designer - SuperUnion (WPP)
I led the global rebrand of Syspro from concept to design system and launch. Design lead on brand identity, corporate communications and design systems for industry leaders in IT, energy, retail & hospitality and Coca-Cola.
1999 – 2000
Strategic Designer - FCB (IPG)
Nelson Mandela Foundation
The Presidency, South Africa
Shoprite Checkers Group
Pick n Pay
Phillip Morris International
PNI Digital Media
The Shuttleworth Foundation
PetroSA (national oil co.)
Cape Town International Convention Centre
Cape Town Tourism