My current focus is UX, UI and digital product design. 
To this, I apply two decades of strategy, brand development and the design of scalable visual identity & communication systems. 
I am a highly experienced complexity-buster and systems thinker who considers the user experience and strategic impact of every decision made on content, usability and design.
I am experienced in - and comfortable with - startup as well as enterprise-level challenges. I love taking complex data and transforming it into an intuitive, human-centred satisfying experience that is aligned to user need-states and core business objectives.
I have been a visual identity designer for 20 years, a brand strategist for 17 of those years, and a digital product designer for 5+. After working for large global and local design and branding agencies, I founded a successful strategy and design studio in Cape Town: ID&B, which I ran from 2005 to early 2020. 
This experience has taught me how to flourish in remote and on-site client teams as well as independently. It also taught me how to seamlessly and timeously deliver on client goals, while making big strategic decisions at pace. And it reinforced the importance of never losing the pure magic of creativity in creating intuitive human-centred user-experience, regardless of the complex challenges at hand. 
I now work independently with clients and participate in project teams across the globe.
A selection of clients and brands:
Virgin / Syspro / EOH / Mediclinic / Pathcare / Old Mutual / Acceleration (Wunderman Thompson) / Dimension Data / Pick n Pay / Shoprite / Hyper / Liquorshop / Checkers / uSave / PetroSA / The Presidency of South Africa / Ackermans / Engen / The Shuttleworth Foundation / Cape Town International Convention Centre / Kinektek / Capespan / Adam (NL) / Dhow / Simera Group / Coca Cola / Distell 
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