I am a brand and design strategist, creative director, and UX/UI designer who builds engaging cross-platform brand experiences. A complexity-buster and systems thinker, I draw out valuable data, look for connections and build systems that work better, make people happier.


My work is focused on creating authentic, seamless connection between product and user, organization, and audience. I have worked in B2B, B2E, B2I, and B2C across the tech, fintech, retail, healthcare, professional services, public sector, and FMCG sectors.


After working for large agencies (SuperUnion, FCB) I founded an independent strategy and design studio, ID&B, focusing on global brand development, transformation and digital product design. I ran ID&B for 15 years until 2020, an experience equipping me with valuable skills in managing people, projects and business. Over and above leading all strategy and creative, I directed on-site and remote teams on large-scale complex projects and maintained strong client relationships while delivering world-class brand experiences within timeframes and budgets.


Career summary

Freelance Creative Director, Strategist 1 year

ID&B - Founder, Brand Strategist and Creative Director (Cape Town, South Africa) 15 years

Yellowwood Future Architects - Senior Strategic Designer (Cape Town, South Africa) 2 years

SuperUnion - Senior Strategic Designer (Johannesburg, South Africa) 3 years

FCB - Designer (Johannesburg, South Africa) 1 year

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