25 years of experience in the brand strategy and identity design space, and 8 years in the digital product design space. I have worked for some of the world's most respected award-winning branding agencies and I have run my own brand strategy & design agency. I am currently based in London and Cape Town and I freelance for companies of all sizes in brand and digital product development and implementation.

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All of my work is centred on combining brand strategy, UX and design. I work with these three skill sets to create, implement and manage brands that position and differentiate companies and products, creating brand awareness and strengthening their market presence.​ I thrive on complex projects where I work across every aspect of the business to identify where the brand and user experience can be more effective, more human-centred and create more conversions. 

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I have deep experience in developing and executing strategies across the spectrum of the brand experience, delivering brand authenticity and consistency for companies in the face of rapidly shifting market dynamics. I apply my brand systems design and brand architecture skills to integrate human-centred principles and personality into every touchpoint across brand, product, UX, and CX, I view every touchpoint as an opportunity to position the brand, reinforce its value, deepen connections, and create a seamless end-to-end experience.

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After working as a strategic designer for leading global branding agencies in the WPP, IPG, and Omnicom networks, I founded ID&B: a Cape Town-based branding studio focused on bridging the gap between strategy and design and, more recently, brand and product. I ran ID&B for 15 years, delivering world-class brand and product experiences for large organizations, scale-ups, and startups in Europe, the Middle East, Canada, the USA, and Africa. I closed ID&B to relocate to London in 2021.

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