Designer, strategist and design system specialist. 


I combine UX, design and brand strategies to design and implement scalable, human-centred digital design systems for brands and products.

As a systems thinker, I never separate strategy from design or design from strategy and I view brands and digital experiences as interconnected ecosystems resonating with, and dependent upon, user and audience engagement.

After working for Superunion (WPP), FCB (IPG) and Yellowood (Omnicom) I founded a global design strategy company that I ran from Cape Town for 15 years before moving to London in 2021.

My experience has equipped me with valuable skills in collaborative leadership, building and leading diverse design teams across complex large scale projects, managing projects and budgets, while delivering exceptional strategy and design work for clients around the world.

Core skills:

  • Building brands and digital products from the ground up.

  • Brand strategy, positioning and value proposition.

  • Brand messaging matrices and hierarchies across audience and user groups.

  • Creative strategy: brand profiling, narratives and concept-lead visual identity, creative criteria and briefing.

  • UX, UI, strategy and design of digital products and omnichannel design systems.

  • Design and direction of synchronised design systems to link corporate brands to their suite of digital products.

  • Brand architecture and the design of frameworks to manage complex brands and their service and product portfolios.

  • Concept, design and direction of visual identities, brand assets, brand identity systems and guidelines.

  • Creative direction in aligning teams for large scale complex brands and experiences across multiple channels.

Career history



2005 - 2020

Cape Town



Founder and owner. Design & Strategy Director

ID&B created, positioned and delivered world-class brands and digital experiences for large organizations and startups in Europe, the Middle East, Canada, USA and Africa. A specialist studio punching way above its weight, ID&B closed the gap between strategy and design, providing big agency output with small independent teams. An agile, flexible operational model allowed me to scale team sizes up and down and take on only the most exciting strategic and creative challenges. 

In addition to projects showcased in the Work section of this site, and on the Behance link, other projects include:

Nelson Mandela Foundation

The Office of the Presidency, South Africa

PetroSA, South Africa's National Oil Company / SOE


Acceleration (WPP Group)

Dimension Data (London)

Mitel (Canada)

The Shoprite Checkers Group (Africa)

The Shuttleworth Foundation

Cape Town International Convention Centre

Ackerman Pick n Pay Foundation

2003 - 2005

Cape Town

Brand Strategy Director.
Preparation of pitch for national Tender.
Architected and directed nationwide brand audit of the Presidential brand, including National Assets of South Africa.
Drafting of the brand strategy document.

Creative strategy and visualisation of proposed brand concepts.

Design Strategist and Design Director.
Design strategy, visual identity and communications design.


Brand Strategist and Brand Strategy Director over appointed branding agencies.
Architected and managed nationwide brand audit.
Drafted and implemented nationwide stakeholder interviews.
Wrote national Tender document to procure Branding agency to reposition the SEO throughout Africa. Wrote Technical Criteria and presented to the national audit seminar. Directed and guided the Tender evaluation process and committee.

Strategic Direction of branding agency through to project completion.


Brand Strategist, Visual Identity Specialist and Creative Director
Architected and managed nationwide brand audit.
Design Strategy: criteria to align all brand touchpoints to brand strategy, defragment brand and develop a framework for upcoming Landor (London) rebrand. Set up a new design system and brand messaging matrix.
Creative Direction and mentoring of the in-house studio.
Appointed Brand Strategy Panelist for national advertising agency tender selection. Creative Direction of branding and advertising agencies to project completion.

Brand Strategy Director
Architected a new human-centred project methodology.
Drafted and implemented global stakeholder interviews.
The process included weekly workshops with C-suite to ensure buy-in, and involvement of stakeholders at key points.

Strategic Direction of 3 branding agencies through to project completion.
Drafting of Communications Strategy with CMO.

Brand Strategy Director and Creative Director
Brand audit. 
Brand concept. Brand strategy.Messaging matrix. Creative and Strategic Direction of brand messaging.

Brand Strategy Director and Creative Director
Brand and communications strategy introducing the global brand to South African market. Creative and Design Direction of communications design for launch.

Brand Strategy and Creative Director
Design strategy, brand architecture, design, art direction and production of 75 new brands across various retail chains for Africa's largest retail group. Categories: homeware, appliances, baby, kitchen, bar, leisure, outdoor, food, liquor.

Design Director

Design strategy, brand concept, design and full implementation across multiple platforms for educational youth brand centred on providing a national platform for maths, science and technology.

Design Director

Concept, design and production of conference marketing and campaigns.

Design Strategy and Creative Director

Brand strategy, brand architecture, visual identity, brand communications and opportunities to create stakeholder value. The Foundation founded by Pick n Pay founders, Raymond and Wendy Ackerman supports projects that encourage entrepreneurship, self-reliance and provide employment opportunities.

Yellowwood (Omnicom)          

Senior Strategic Designer (associate)

Responsible for design and rollout of visual identities, corporate communication design systems and guidelines for industry leaders in IT, petroleum, lifestyle, retail & hospitality including new brand for the merger of two leading energy giants Sasol and Engen: Design of brand, identity system and guideline manual.

2000 - 2003


Superunion (WPP)          

Senior Designer
Strategic brand & concept development, visual identity, branding systems, brand worlds and guidelines. Projects include:

Syspro: Design of brand, identity system and guideline manual.

Oando (Nigerian energy): Design of brand, identity system and guideline manual.

Coca-Cola FMCG, retail, global automotive and banking groups.

1999 - 2000


FCB (IPG)          


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.