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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 strategy

  • Design strategy

  • Brand identity development

  • Scalable brand identity systems

  • Brand communications & messaging

  • Integrated campaigns and marketing 

  • Digital brand identity

  • UX strategy

  • UI design 


Summarised CV. Contact me for more detail.

2021 - 2022: Contracting in London:

Design Lead - Softwire (BBC)

Design System Strategist - Sage (Digital Experience Team)

Design Strategy Director - AutogenAI


User Experience Director - AKQA (WPP Group)

Senior Strategist - Hugo & Cat (IPG Network, FutureBrand Group of Companies) 

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)

Brand experience



WPP Group


Nelson Mandela Foundation

The Presidency, South Africa 





Old Mutual

Shoprite Checkers Group 

Pick n Pay



Phillip Morris International

Simera Group

PNI Digital Media








The Shuttleworth Foundation

PetroSA (national oil co.)

Dimension Data

Distel Engen



Cape Town International Convention Centre

Cape Town Tourism


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