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.
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 and systems are organisational capabilities that align business objectives, customer needs and operational delivery to make that possible.
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. I bring a low-ego, get-things-done approach, shaped by years of making ambitious work happen with limited resources and complex constraints.
Currently, I lead design programmes as a strategic IC at AutogenAI, an AI-native SaaS company based in London, New York and Washington DC.
Ludic Group. SaaS brand strategy, architecture, UX & brand system across product, CX + education.
BBC iPlayer. UX design for complex B2B workflow.
Product UX strategy and design across 6 product platforms for Fintech scale-up.
Sage. Design system strategy, led implementation of Wolff-Olins rebrand across dotcom + product.
HealthTech. New brand development, brand architecture, brand system.
AI-native SaaS startup. Founding Design Strategy Director and UX strategist.
BBC iPlayer. B2B UX use case mapping, value proposition for complex workflow design.
Design engineering & data group rebrand, brand architecture, global GTM across full business suite.
New brand development, strategy and design, design system and GTM.
Fintech. New brand strategy, brand marketing, GTM, marketing and CX design.
State owned national Oil Company. Brand and organisational transformation programme.
SmartLab SaaS. Rebrand, product strategy and capability architecture, UX design strategy.
Healthtech SaaS startup. Model development, brand strategy and product design strategy.
Global private healthcare group brand transformation and alignment program ahead of global M&A.
Award winning luxury brand. Model development, new brand, brand architecture, GTM, CX.
Design engineering startup. New brand development, brand architecture, GTM and CX.
Financial services. New brand development, GTM and CX design strategy.
Financial services. New brand development and GTM.
Major retail group. Brand transformation program across 4 retail chains. 75 brand portfolios.
Major retail group. Brand & instore experience transformation strategy + design program.
Throughout my career, I’ve had the privilege of working alongside talented teams, visionary founders and entrepreneurs, and transformative leaders within some of the world’s most recognised organisations, including:
AutogenAI
Softwire
BBC
Sage
BT/EE
Ludic Group
PNI Media
Virgin
Philip Morris International
Syspro
Dimension Data
Distell / Heineken
Shoprite Checkers Group (across 4 retail chains)
Old Mutual
First National Bank
Nedback
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 grounded in strategic brand development, complex identity systems and bespoke craft. I worked alongside leading designers, master typographers and within award-winning global branding agencies across the WPP, Interpublic Group and Omnicom networks. This established my systems-led approach to design and branding, never losing sight of the role of distinctive craft in creating differentiation and meaningful connection.
In 2005, I founded ID&B, an independent strategy and design studio in Cape Town. Over 15 years, I led complex 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, executive teams, founders and entrepreneurs, I led multidisciplinary programmes spanning strategy, design and organisational change. This meant aligning priorities, establishing governance and ways of working, and building the systems and capabilities needed to improve quality, create consistency and scale delivery.
I later closed ID&B to relocate to the UK, with a deliberate focus on bringing this combination of strategy, design and organisational leadership to the technology sector.
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