founder-led design shaped by building, leading, and learning.

about

For over a decade, I was the founder and creative director of a jewellery design company in South Africa, scaling it from a local studio to an internationally recognised brand. This journey, which culminated in a successful six-figure exit, was a masterclass in creative leadership and ownership. It was a deeply human business centered on translating emotion into form - an experience that taught me how to scale a brand while staying firmly rooted in craft and connection with the user.

My work in product design is fuelled by this entrepreneurial DNA. Having owned outcomes across design, delivery, and operations, I approach every project with a unique dual lens: balancing high-fidelity aesthetics with the hard realities of business objectives. This background shapes my judgment on scope and trade-offs, ensuring that design decisions are both user-centric and viable under real-world constraints.

As a designer, I’m committed to crafting intuitive interfaces that feel considered in every detail and support meaningful impact. I gravitate toward teams that view design as a rigorous discipline of problem-solving, one where craft is a collective responsibility and every detail is an intentional move toward a better user outcome.

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services

  • / mobile & web apps
    / interaction patterns
    / design systems
    / scalable interfaces

    I design product interfaces with a focus on clarity, usability, and long-term scalability. My work spans web and mobile applications, where I balance visual craft with thoughtful interaction patterns to create experiences that feel intuitive from the first use.

    I’m especially interested in how design systems, consistency, and small interaction details contribute to products that are easier to use, easier to maintain, and easier to grow over time.

  • / user flows
    / wireframes & flows
    / interactive prototypes
    / usability thinking

    My UX work is rooted in understanding user needs and translating them into clear, logical flows. I focus on reducing friction, clarifying decision points, and designing interactions that feel natural rather than forced.

    Through wireframes, prototypes, and iteration, I explore how users move through a product and where design can simplify complexity. The goal is always the same: experiences that are easy to understand, efficient to use, and enjoyable.

  • / modern layouts
    / responsive design
    / SEO-friendly structure
    / visual storytelling

    I design websites that communicate clearly, adapt seamlessly across devices, and support both user needs and business goals. From structure and navigation to layout and hierarchy, I focus on creating experiences that feel intentional and easy to navigate.

    My approach combines visual storytelling with practical considerations like responsiveness, accessibility, and performance - ensuring the end result is both polished and effective.

  • / visual identity
    / brand systems
    / presentation design
    / creative leadership

    My background in brand design and creative direction informs how I approach every project. I think about how visual language, tone, and consistency shape perception - and how design decisions scale across products, platforms, and teams.

    Having led creative work at a business level, I’m comfortable thinking beyond individual screens to ensure design supports a cohesive brand story and long-term vision.