I have always wholeheartedly pursued my passion and vision. I started studying what I love and working what I was studying concurrently. During my first year of digital design I was already creating websites for clients like Cape Town's famous Madame Zingara restaurant. After learning all the digital tools, my next step was to intimately understand the construct of a brand. I continued with my client work throughout my brand communications degree from Vega: Cape Town's premier branding school, completing logos, websites and entire branding projects for the financial, organizational, environmental, fashion and photography industries amongst others, while bullishly experimenting with my notions of design as a scholar.

Digital had become my preference and understanding the culture, personality and purpose of a brand had become my primary focus. I developed a love for strategy, information architecture and interface design. But after 5 years of tertiary education and client experience, I still had a few deep design management questions and was looking for my biggest project yet. That led me to mygeni.org and Parsons New School for Design.

I started with mygeni beginning of 09 as the lead user-experience designer. I was tasked with transforming a complex content creation and sharing system with absolutely zero visual sensibility into a friendly and intuitive online experience. With 4 major design iterations over 18 months, I had found my big project. But designing for a new online social platform with an international launch from scratch prompted me to enroll in Parsons New York to further equip myself with all-round design process and management knowledge. There I became known as the guy who would ask a loaded design question and spawn a heated 2 hour debate on a Friday afternoon.

Branding, strategy, design and digital had now become an integral part of my work. Joining forces with POKE New York and completing large, bespoke social media campaigns like the Coach Poppy Project and Getty's Social Art Buyer was the best way to combine all the elements in solving complex creative and business challenges. After solidifying social media as part of my arsenal, I returned to Cape Town to rebrand the country’s top modeling and celebrity agency. This involved refreshing the brand, applying it to all its print components, redesigning the online experience (still to be launched), creating an integrated social media environment and ushering the new look into the market.

My work will constantly evolve in my search to always be relevant, influential, iconic and engaging, yet the core of my work will always be fueled by the communication principles that make people act.