About

I work where brand strategy, design systems and technology meet. I partner with CEOs and leadership teams to drive strategic brand change, then lead the teams and build the tools that carry it through.

I've worked in design for more than 20 years, most of it leading teams. I've built and run digital design teams of up to 25 people, set up design functions inside large organisations, and worked as a senior lead alongside boards and executive teams.

At Strategy I'm Creative Director, working directly with the CEO and Executive Chairman. I led the rebrand from MicroStrategy, lead brand, AI and Bitcoin creative, and run the design team behind our US and international user conferences.

Before that I was a Design Director and Engagement Manager at McKinsey & Company, leading digital design on transformations in financial services, the public sector and industrials for clients across Europe, the US and the Middle East.

I started out in London at Brand Union and Landor, then became Managing Creative Director at FutureBrand, working between London and Dubai, where I co-managed the office. I went on to run my own practice in Dubai, build and lead the UX team at Avaloq in Zürich, found the digital design team at ERGO in Warsaw and Berlin, and run my own studio, Designjust.works.

I think in systems. A brand, a product and a team all work better when the rules are clear enough that good work happens without me in every room. Today I build many of those systems myself, using tools like Claude to make brand tools, prototypes and production software.

I trained in Johannesburg and have worked in South Africa, the UK, the UAE, Switzerland, Germany and Poland.