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

I founded ID&B (Identity & Brand) as a specialist strategic brand identity studio. We created, positioned and delivered world-class brands and digital experiences for large organisations and startups in Europe, Middle East, Canada, the USA and Africa. A specialist and highly collaborative studio punching way above our weight, ID&B closed the gap between strategy, UX and design, providing big agency output with small contracted teams. I founded ID&B on an agile and flexible operational model that allowed me to scale team sizes up and down and take on only the most exciting strategic and creative challenges.

As well as leading all brand identity design, strategy, UX and UI, I developed strong skills in 360º studio and business operations and management. This includes building and managing teams; aligning stakeholders; managing C-suite client relationships; leading decision-making and approvals; project management; presentations and pitches; scoping of work, writing briefs and proposals; managing budgets from resourcing through to global production rollouts. All whilst delivering exceptional strategic creative work that positioned our client's brands on-point, well within timeframes and budgets.

2003 - 2005

Cape Town

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, energy, lifestyle, retail & hospitality including a 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, design system and brand guideline manual.

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

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

1999 - 2000


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.