I set the strategy, lead the design and build the organisational systems that enable teams to deliver cohesive end-to-end product and brand experiences that build trust, at scale.
A brand systems designer for 27 years, a brand and design strategist for 23, and an agency owner leading complex programs and systemic change for 20.
My work has always been underpinned by the principle that customers don't experience product, brand or individual touch points in isolation. They experience one connected system. Design strategy is the organisational capability that aligns business objectives, customer needs and operational delivery to make that possible.
My focus is the evolving role of design leadership within AI-native organisations, where the challenge is no longer simply designing interfaces, but shaping how intelligent products behave, communicate and earn trust. As software evolves from tools into collaborators, design leadership must extend beyond the screen to shape the wider customer and organisational experience.
Currently, I lead design strategy at AutogenAI, an AI-native SaaS company based in London, New York and Washington DC.
Ludic Group and SmartLab SaaS rebrand strategy, design, brand architecture and UX brand, CX, education and product.
Design strategy director for AI-native SaaS startup. Product design strategy and execution across platform, go-to-market, CX.
BBC iPlayer UX mapping and design for new B2B complex workflow to simplify processes, align partner and internal users, and expedite completion.
Design systems strategy, design direction, and foundational guidelines to implement Wolff-Olins rebrand.
Product UX strategy and design across 6 product platforms for Fintech scale-up.
New brand development, strategy and design, design system and GTM for Middle Eastern design engineering business incubator.
Brand alignment program design and implementation for global private healthcare group.
Brand and product strategy and design for healthcare SaaS startup.
Brand, marketing and CX design and strategy to connect the product experience for Fintech scale-up..
Throughout my career, I’ve had the privilege of working alongside talented teams, visionary founders and leaders within some of the world’s most recognised organisations, including:
AutogenAI
Softwire
BBC
Sage
BT/EE
Ludic Group
PNI Media
Virgin
Distell / Heineken
Shoprite Checkers Group (across 4 retail chains)
Old Mutual
Syspro
Mediclinic
Pathcare
The Presidency of South Africa
PetroSA | National Oil Company South Africa
Cape Town Convention Centre
Cape Town Tourism
South African Chamber of Commerce in America
Ackerman Pick n Pay Foundation
Shuttleworth Foundation
Nelson Mandela V&A Foundation
About
My early career was a deep dive into strategic brand development, complex identity systems and bespoke craft, learning from master typographers and working across global, award-winning agencies within the WPP, Interpublic Group and Omnicom networks. It taught me to think beyond individual touchpoints and see brands, products, services and customer experiences as interconnected systems.
In 2005, I founded ID&B, an independent strategy and design studio in Cape Town. Over 15 years, I led brand, digital product and organisational transformation programmes for enterprise, public sector, SME and startup clients across Europe, North America, Africa and Asia.
Working directly with C-suite leaders, executive teams, founders and entrepreneurs, my role evolved beyond strategy and design into programme leadership and organisational change. I aligned strategic priorities, managed multidisciplinary teams and interdependencies, and established the governance, processes and design systems needed to embed change, improve quality and scale delivery.
I later closed ID&B to relocate to the UK, with a deliberate focus on bringing this experience directly into the technology sector.
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