Strategic design leader working across product, brand and organisational systems to position digital products and platforms through a more human, compelling and strategically aligned user experience.

My focus is the evolving role of design leadership within AI-native organisations, where the challenge is no longer simply designing interfaces, but shaping systems that make increasingly automated products feel intuitive, trustworthy and human, at scale.

Based in the UK, I work at the intersection of design and UX strategy leadership, systems and process design, implementation and transformation, helping organisations align vision, capability and execution through the systems that define their products and experiences.

Bridget Riley, Fall.

Tate Britian exhibition poster photographed in my Cape Town studio.

DESIGN AS AN ORGANISATIONAL ASSET

My foundational understanding of design as a driver of commercial resilience was shaped through a graphic design education grounded in creativity, original thinking and the rigorous craft of making artefacts that conveyed usefulness, purpose and meaning. This was taken to deeper commercial levels through an early career spanning robust conceptual problem-solving, research-led brand strategy and integrated communications for leading global enterprises and award-winning branding agencies across the WPP, Interpublic Group and Omnicom Group networks.

This established a way of working in which research, problem-solving, brand strategy, craft and delivery operate as interdependent components of a continuous design and product system that I lead end-to-end across product and brand contexts. In this model, sustainable and scalable outcomes emerge through critical thinking, structured exploration and iterative refinement, before being translated into coherent organisational and product systems that strengthen how digital products, intelligent platforms and experience systems are conceived, built and evolved across cross-functional teams

PRODUCT AND TRANSFORMATION SYSTEMS

In 2005, I founded the independent strategy and design studio ID&B in Cape Town. Over the following 15 years, I led complex brand, digital product, and organisational transformation programmes across multiple sectors, with a strong focus on technology, working with clients across Europe, the USA, Africa, and Asia.

Working closely with C-suite leaders and business owners, my role extended beyond strategy and design into programme leadership: defining priorities and dependencies, designing systems that reduced time to delivery, sequencing execution against critical-path constraints, focusing resources where they would have the greatest impact, and leading end-to-end implementation across programmes.

I later closed ID&B to relocate to the UK, with a deliberate focus on applying this experience more directly within the technology sector, particularly within organisations building and scaling complex digital products and platforms.