A classic design education, combined with early experience in research-led brand development for the Distell Group (now part of Heineken International) and award-winning agencies within the WPP, IPG, and Omnicom networks, laid the foundation for a career in strategy, UX, human-centred design, and the design of systems that connect people to experiences across environments.

A fascination with the role of research and strategy in design led me to work on large-scale digital programmes focused on rebrands, repositioning and organisational transformation. These projects often intersected directly with complex initiatives around internal organisational culture, digital experiences and ecosystems, naturally expanding my work into programme design and delivery, and the role of digital in connecting large groups of people to systems that improve productivity.

It was at this convergence, where design methods meet organisational strategy, that I discovered the powerful impact of human-centred design: shaping the experiences of how people interact with, and are impacted by, a product, service, organisation, or campaign.

I established my independent strategy and design studio, ID&B, in Cape Town, in 2005. Over the next 15 years, I led complex brand, digital platform, product and organisational transformation programmes across technology, financial services, FMCG, retail, healthcare, professional services, education, and the public sector.

Programmes typically began with a new digital platform or brand transformation, and evolved beyond to include a wide range of digital ecosystems and organisational transformation initiatives. Case studies available on request.