About me
I work with companies creating, scaling and aligning digital eco-systems by combining brand, design and UX strategies at a systems level. I deliver seamless, human-centred and more deeply connected immersive branded digital experiences, at scale.  


Having run my own brand strategy, design and UX studio after working for global branding agencies (WPP, IPG, Omnicom), I bring a wealth of experience in corporate and product identity and communication architecture to the space of digital eco-system design.


A highly strategic yet hands-on senior design leader, I work at a systems level leading teams across project lifecycles. I value collaboration and have years of experience building, mentoring and leading multi-disciplinary design teams across complex projects, managing client relationships and stakeholder alignment, while delivering exceptional brand and digital experiences on time and within budget. My approach includes frameworks for streamlined processes leading to a workflow culture centred on innovation, systems thinking, strategic thinking, and a safe space for exploring beyond mental models. 

My approach

Combining brand strategy and architecture practices with a range of UX methodologies increases the quality of user experience design in three core ways: 


Human-centred digital journeys. Removing the risk of brand fragmentation with inconsistent positioning and personality across complex environments creates an authentic, natural and humanised user experience regardless of the complexity of environments.

Emotive micro-moments. Introducing ways of embedding into the UX a distinctive yet subtle range of emotive micro-moments and interactions associated with values and personality. Digital journeys planned around these pivotal nodes enable users to connect more easily and open up more opportunites to entrench loyalty. 

Flexible design systems that grow with brands. Embedding value into the design management system allows product and brand to evolve at pace over longer periods of time without breaking the control system. Thought of as a magnetic field syncrhonising everything using well researched principles, removing timespend and fragmentation over the product lifespan.  


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Design strategy process
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