I am a South African-born Design Director with 11+ years of experience across Cape Town, Amsterdam and Dubai.

My work covers the full life of a brand, from positioning and identity to campaigns, content and everything in between, with a soft spot for packaging and print.

Guided by a simple philosophy: creating meaningful and responsible work, beautifully.

I start with the foundations.

Working closely with strategists to shape the brand’s role, who it’s for and what it stands for, I ensure the strategy gives the creative work a clear direction to build from.

I translate the strategy into identity.

To bring the brand foundation to life, I look closely at how the brand looks and sounds today. Often there’s a gap between where the business wants to go and how it currently shows up. Closing that gap is where the identity work begins.

I make the brand real everywhere.

I direct how the brand comes to life across every touchpoint, so it sends the same clear signals wherever people meet it.

Throughout, I lead the teams, partners and clients involved, keeping strategy and execution connected from first idea to final delivery.