Ethos

With over a decade of experience in the digital world of design, my work is driven by a deep commitment to understanding and designing for people. I'm passionate about creating designs that are not only user-friendly but also inclusive and accessible, ensuring that my work contributes positively to digital well-being.

I firmly believe that understanding human behavior is at the core of every great product. This conviction motivates me to continuously explore innovative ways to elevate the user experience, creating interactions that are not just functional, but genuinely delightful and fulfilling. My aim is to elevate brands through intelligent design that resonates with diverse audiences, crafting digital spaces that are more inviting, intuitive, and valuable for both users and stakeholders.

In all my projects, I blend creative vision with pragmatic solutions, leveraging my extensive experience to navigate complex aspects of product development. My goal extends beyond aesthetics; I strive to create solutions that genuinely enrich lives. I'm consistently attuned to emerging trends in technology and design, always eager to challenge conventional approaches in digital product design.

Get to know me

When I'm not immersed in design projects, you'll likely find me in the kitchen, exploring new recipes. For me, cooking isn't just a creative outlet—it's my go-to method for unwinding after a long day.

Coffee is another passion of mine. I revel in the art of brewing, savouring unique blends, and seeking out those hidden gem independent, specialty coffee shops. (Fun fact: I'm a bit of a James Hoffman fan, and I follow his V60 recipe to the letter!)

Traveling is my way of recharging and gaining fresh perspectives. I particularly enjoy city breaks, which offer the perfect blend of cultural immersion and opportunities to indulge my love for photography. There's something magical about capturing the essence of a new place through my camera lens.

When I need to shift into a different creative wavelength, I turn to music production under the name tend. I've honed my skills in crafting atmospheric, ambient soundscapes that teeter on the edge of unconventional. This process of exploring unique sonic textures keeps my artistic expression fresh. Check out my latest release on Spotify.

Whether I'm designing user experiences, perfecting a new recipe, framing the perfect shot, or mixing tracks, I approach each creative outlet with genuine passion. My goal is always the same: to create meaningful experiences that resonate, both for myself and for others.

Experience

I have had the pleasure of working with some amazing clients across a handful of agencies.

Paragon DCX (Formerly Reason)

Lead Product Designer, 2022 - present

I specialise in crafting user-centered digital experiences and products that seamlessly blend visual appeal with intuitive functionality. My designs effectively meet user needs while aligning with and advancing business objectives. By balancing aesthetics, usability, and strategic goals, I create digital solutions that resonate with users and drive tangible results for organisations.

Clients included

Levis, Wall Street English, Unison, WTW and Severn Trent

The Developer Society

Design Team Lead, 2018 - 2022

In this role, I collaborated closely with the Creative Director to provide strategic oversight and foster team development through effective line management. My leadership skills were recognised by my peers, who elected me as their Employee Director representative. My responsibilities spanned a broad range of design disciplines, including UX, UI, and system design, as well as brand design. This multifaceted role allowed me to contribute comprehensively to projects while nurturing team growth and representing employee interests.

Clients included

Samaritans, Church of England, SeriousFun Network, Civicus, Amnesty International, Green Peace, Oxfam and MacMillan Cancer Support

Sixth Story

Creative Team Lead, 2015 - 2018

As Creative Team Lead, I provided comprehensive art direction and guided team development. My role encompassed overseeing projects across digital and print media, as well as managing brand initiatives, photography, and videography. By fostering a collaborative environment and mentoring team members, I ensured high-quality creative output and consistent professional growth within the team.

Clients included

Clearabee, Biosite, Cure Leukaemia, BSA Air Rifles and Smoke Haus

Techsys Digital

Digital Designer, 2011 to 2014

Led comprehensive digital marketing initiatives across multiple platforms for global brands and prominent South African companies. Developed and implemented large-scale campaigns that significantly increased brand visibility and engagement. My strategic approach and creative execution helped these campaigns capture widespread attention, driving measurable results for diverse clients on both international and national levels.

Clients included

Windhoek Lager, Heineken, Smirnoff, American Swiss and Sterns

Tools