Here’s to the lucky ones who get to do what they love.

I am a strategic senior creative, leading creative relationships for some of the world’s oldest and most iconic brands from Cape Town to London. Working internationally has given me an appreciation of cultural differences and an understanding of local context.

I enjoy deciphering, decoding and re packaging what I see. I believe in the power of storytelling to create connections and build authenticity. I am fascinated by design that improves and beautifies life. I combine big ideas with relentless attention to detail and craft.

Some highlights over the last few months include being part of a successful pitch team, landing an iconic London Gin. Rebranding, naming and positioning a 100 year old Financial Group. Over the years I have worked for global groups with small names (FCB, Draft, ODC, TBWA & BBDO.) and smaller independents (Framework, Hunter Design, Pulse and Nicework)
with big dreams.

My strengths: Corporate brand identity, brand imagery, brand management, brand strategy, creative direction, signage & wayfinding design, typography and illustration.

Previously Creative Director at Framework Design, Origin Design Studio and FCB Africa.

Over the last 5 years I have been Creative Director and partner of Framework Design. Framework Design is an independent multi-disciplinary design studio, based in Durban, Cape Town and Dubai. Framework has established an international reputation for delivering innovative brand solutions across a number of market sectors including Telecoms, beverages, pharmaceuticals, Leisure, FMCG and financial markets.

I have worked and won awards in the area of branding and graphic design working for South Africa’s biggest names such as Vodacom, Telkom, Adcock Ingram, Premier, Trellidor, Sun International, and iSimangaliso. To global giants like Under Armour, Nivea, KPMG, BBC, Footlocker, EMAAR, Jumeirah Hotel Group, St Regis and the One&Only.

As Creative Director, I kick-start new projects, both strategically and creatively. I mentor and develop the design team. I maintain the creative standard in the agency. I continually push creative boundaries. I approve all creative work across multiple design fields. I maintain the balance between creative & client. Identify opportunities for organic growth within the agency. I present all design work and connect with clients.

I kick-started new projects, both strategically and creatively. I Mentored and developed the design team. Responsible for maintaining the creative standard in the agency. Continually pushed creative boundaries. Approved all creative work, across multiple design fields. Maintained the balance between creative & client. Identified opportunities for organic growth within the agency. Identify and create profit/growth opportunities in clients. Presented all design work and liased with clients.

I joined FCB in 2001 and left as Head of Design 12 years later. In that time FCB Lindsay Smithers became FCB and then Draftfcb. In 2004 I was choosen to represent the South African office in San Francisco, on the Adcanced Training Programme. (650 staff) In 2006 I was a founding creative partner in Origin Design Centre – a specialist brand and design partner to FCB South Africa. In 2007 the Durban office took home Agency of the Year for our work on Mass Discounters and Isolezwe Zulu Newspaper. We launched and designed all identities, signage, wayfinding and branding for uShaka Marine World. We refreshed the Trellidor brand and all their retail spaces. During that time I worked on the following brands: Nivea, Corobrik, Independant Newspaper, Trellidor, uShaka Marine World, Game, Wonderbra, Sun International, Rainbow Chickens, Mondi Paper and Vodacom.