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2021 - 2022


Contracting in London:


AKQA (WPP Group) - User Experience Director (London, contract)


Sage (Sage XD) - Design System Strategist (London, contract) 

Setting a human-centred design strategy to align digital and product environments. Leading design team in implementing strategy across the design system. Design system stakeholder alignment. Setting standards and requirements to manage design system usage.


CMK1 - Design Director (London, freelance) 

Design of new visual identity system and style guide for MindTickle, a leading Silicon Valley SaaS.


Pollitt & Partners - Design Lead (London, freelance)

Hugo & Cat - Senior Strategist (London, contract)

2005 - 2020

Cape Town, Amsterdam, London

ID&D - Director of Strategy, UX and Design. Founder

ID&B created, positioned and delivered world-class brands and digital experiences for large organisations and startups in Europe, the Middle East, Canada, the USA and Africa. Projects include:

  • Brand strategy for the Presidency of South Africa - the highest office in the land.

  • Appointment as the strategic advisor for the PetroSA brand - the national state-owned oil company, setting of brand strategy criteria, directing the national agency tender process and overseeing the full implementation of brand strategy process thereafter.

  • Brand strategy for the repositioning digital agency within the global WPP Group.

  • Rebrand and service design project for global healthcare giant Mediclinic (to prepare for Landor, London).

  • Repositioning consumer proposition of Africa’s largest retail group through the overhaul of retailer brand portfolio proposition across four major retail chains and strategising 75 new brands across all categories.

  • Creating PaaS, SaaS and Fintech digital product ecosystem for global financial services giant Old Mutual and significant scale-up Kinektek.

  • We also positioned a range of innovative digital start-ups and scale-ups as they took ground-breaking ideas to market and expanded to new global regions.

In addition to leading all UX, strategy, brand and product design, I developed a wealth of valuable skills in end-to-end strategy, design and business operations and management, building and managing teams, managing C-suite relationships, leading decision-making and approvals; scoping of work, writing briefs and proposals; managing budgets from resourcing through to global production rollouts. All whilst delivering exceptional work that positioned our client's brands on-point, well within timeframes and budgets.

2003 - 2005

Cape Town

2000 - 2003


1999 - 2000


Yellowwood (Omnicom) - Senior Strategic Designer (associate)

I lead the design of the rebrand for major retailer, Ackermans. Other projects included brand identities, corporate communications and design systems for industry leaders in IT, energy, retail & hospitality.

Superunion (WPP) - Senior Designer
I lead the entire global rebrand of IT leader Syspro, from concept to design system and launch. Other projects involved strategic design of brand identities, corporate communications & design systems for Coca Cola and energy giants.

FCB (IPG) - Designer         

Designer in the Design Division of FCB, a specialist branding studio within main agency, focusing on strategic design, corporate identity systems and brand guideline manuals for automotive (Toyota), financial services groups and FMCG.

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