Available to hire
I’m a design and creative director with 17 years of global experience shaping some of the world’s most loved brands, tech, and games. I build scalable design systems, campaigns, and immersive storytelling frameworks that go beyond aesthetics to spark culture, connect people, and move the needle.
As a people leader, I grow creative teams through clear vision, trust, and measured risk-taking. I love solving problems with craft, unpacking new ideas, and blending digital and physical worlds into multi-sensory experiences that make people feel something.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Language
English
Fluent
Japanese
Advanced
Work Experience
Design Director at Electronic Arts
July 31, 2025 - July 13, 2025Led the design and creative direction for The Sims, one of the most inclusive and loved entertainment and AAA game franchises globally. Oversaw the creation of a fresh visual identity for The Sims franchise with Collins. Responsible for actualizing a new future for The Sims heading up visual design and brand expression across out-of-game touchpoints including marketing, product, social, and licensing. Defined and rolled out scalable visual identity systems, motion toolkits, key art, and cross-channel campaigns for both AAA and indie titles as well as the EA mother brand and EA Play. Directed cross-functional collaboration between brand, product, studio, and production teams to deliver unified and high-performing creative and strategies. Mentored and managed creatives, elevating design standards, team performance, morale, and culture within the organisation. Led strategic, persuasive creative for The Sims that drove a 23% sales increase for TS4 and a 4x boost for TS1+2 in Q4, directly l
Design Director at Electronic Arts
July 31, 2025 - July 13, 2025Led the design and creative direction for The Sims, one of the most inclusive and loved entertainment and AAA game franchises globally. Oversaw the creation of a fresh visual identity for The Sims franchise with Collins. Responsible for actualizing a new future for The Sims heading up visual design and brand expression across out-of-game touchpoints including marketing, product, social, and licensing. Defined and rolled out scalable visual identity systems, motion toolkits, key art, and cross-channel campaigns for both AAA and indie titles as well as the EA mother brand and EA Play. Directed cross-functional collaboration between brand, product, studio, and production teams to deliver unified and high-performing creative and strategies. Mentored and managed creatives, elevating design standards, team performance, morale, and culture within our organisation. Led strategic, persuasive creative for The Sims that drove a 23% sales increase for TS4 and a 4x boost for TS1+2 in Q4, directly l
Design Director at Electronic Arts
July 31, 2025 - July 13, 2025Led the design and creative direction for The Sims, one of the most inclusive and loved entertainment and AAA game franchises globally. Oversaw the creation of a fresh visual identity for The Sims franchise with Collins. Responsible for actualizing a new future for The Sims heading up visual design and brand expression across out-of-game touchpoints including marketing, product, social, and licensing. Defined and rolled out scalable visual identity systems, motion toolkits, key art, and cross-channel campaigns for both AAA and indie titles as well as the EA mother brand and EA Play. Directed cross-functional collaboration between brand, product, studio, and production teams to deliver unified and high-performing creative and strategies. Mentored and managed creatives, elevating design standards, team performance, morale, and culture within our organisation. Led strategic, persuasive creative for The Sims that drove a 23% sales increase for TS4 and a 4x boost for TS1+2 in Q4, directly l
Design Director at Electronic Arts
July 1, 2025 - July 1, 2025Led the design and creative direction for The Sims, one of the most popular entertainment and AAA game franchises globally. Headed up visual design and brand expression across out-of-game touchpoints including motion toolkits, key art, cross-channel campaigns, marketing, product, social, and licensing. Guided the creation of a brand refresh for the Sims franchise partnering with Collins to define a future creative vision. Directed cross-functional collaboration between brand, studio, and production teams to deliver unified and high-performing creative and strategies. Mentored and inspired a multidisciplinary team, fostering a culture of innovation, collaboration, and risk-taking to push the boundaries of design and creativity. Our team drove a 23% sales increase for The Sims 4 and a 4x boost for The Sims 1+2 in Q4, directly linking design direction to revenue growth and player engagement. Oversaw key art for multiple Sims products including Kits, Expansion Packs, Stuff Packs, and Proje
Principal Design Lead at YOCO
June 30, 2021 - July 13, 2025Led the full digital rebrand of one of South Africa’s fastest-growing fintech startups. Built a new design system across web, product, UX/UI, CRM, marketing, and social which improved brand perception, market positioning, recognition, conversion, and streamlined the brand. Championed a cohesive digital experience by unifying design across all touchpoints, enhancing user engagement, streamlining workflows, and empowering teams to deliver with greater speed and clarity. Collaborated with founders and cross-functional leaders to align creative direction with business and product goals, supporting scalability during rapid growth.
Principal Design Lead at YOCO
June 30, 2021 - July 13, 2025Led the full digital rebrand of one of South Africa’s fastest-growing fintech startups. Built a new design system across web, product, UX/UI, CRM, marketing, and social which improved brand perception, market positioning, recognition, conversion, and streamlined the brand. Championed a cohesive digital experience by unifying design across all touchpoints, enhancing user engagement, streamlining workflows, and empowering teams to deliver with greater speed and clarity. Collaborated with founders and cross-functional leaders to align creative direction with business and product goals, supporting scalability during rapid growth.
Principal Design Lead at YOCO
June 30, 2021 - July 13, 2025Led the full digital rebrand of one of South Africa’s fastest-growing fintech startups. Built a new design system across web, product, UX/UI, CRM, marketing, and social which improved brand perception, market positioning, recognition, conversion, and streamlined the brand. Championed a cohesive digital experience by unifying design across all touchpoints, enhancing user engagement, streamlining workflows, and empowering teams to deliver with greater speed and clarity. Collaborated with founders and cross-functional leaders to align creative direction with business and product goals, supporting scalability during rapid growth.
Principal Design Lead at YOCO
June 1, 2021 - June 1, 2021Led the full digital rebrand of one of South Africa’s fastest-growing fintech startups. Built a new design system across web, product, UX/UI, CRM, marketing, and social which improved brand perception, market positioning, recognition, conversion, and streamlined the brand. Led creative direction and production for photo and video shoots, crafting cohesive visual narratives for multi-platform campaigns spanning digital, print, and retail environments. Championed a cohesive digital experience by unifying design across all touchpoints, enhancing user engagement, streamlining workflows, and empowering teams to deliver with greater speed and clarity. Collaborated with founders and cross-functional leaders to align creative direction with business and product goals, supporting scalability during rapid growth. Mentored cross-functional teams to foster seamless collaboration across departments and partners, driving alignment and creative excellence.
Associate Creative Director at Freelance
February 28, 2021 - July 13, 2025Conceptualized and led the multi-award-winning Siemens FABRIC data visualization project, earning a Gold Loerie, Cannes Lions shortlist, and many other industry awards. Built brand identities, packaging, and campaigns for leading brands and agencies, blending strategic thinking with visual craft. Introduced new workflows and design processes, significantly improving project turnaround and quality output. Mentored interdisciplinary creative teams, helping scale ideas and strengthen conceptual development.
Associate Creative Director at Freelance
February 28, 2021 - July 13, 2025Conceptualized and led the multi-award-winning Siemens FABRIC data visualization project, earning a Gold Loerie, Cannes Lions shortlist, and many other industry awards. Built brand identities, packaging, and campaigns for leading brands and agencies, blending strategic thinking with visual craft. Introduced new workflows and design processes, significantly improving project turnaround and quality output. Mentored interdisciplinary creative teams, helping scale ideas and strengthen conceptual development.
Associate Creative Director at Freelance
February 28, 2021 - July 13, 2025Conceptualized and led the multi-award-winning Siemens FABRIC data visualization project, earning a Gold Loerie, Cannes Lions shortlist, and many other industry awards. Built brand identities, packaging, and campaigns for leading brands and agencies, blending strategic thinking with visual craft. Introduced new workflows and design processes, significantly improving project turnaround and quality output. Mentored interdisciplinary creative teams, helping scale ideas and strengthen conceptual development.
Associate Creative Director at Freelance
February 1, 2021 - February 1, 2021Conceptualized and designed the multi-award-winning Siemens FABRIC data visualization project, winning a Gold Loerie, Cannes Lions shortlist, and many other industry awards. Built brand identities, packaging, and digital products as well as directed campaigns for leading brands and agencies, blending strategic thinking with visual craft. Introduced new workflows and design processes, significantly improving project turnaround and quality output. Mentored interdisciplinary creative teams, helping scale ideas and strengthen conceptual development.
Senior Art Director at Gorilla Creative
September 30, 2017 - July 13, 2025Spearheaded innovative campaigns and concepts for an award-winning agency, driving creative excellence across digital, social, and traditional platforms. Managed and oversaw cross-functional multidisciplinary teams to deliver high-impact creative work. Directed and conceptualized photoshoots and video productions, as well as oversaw post-production to craft compelling marketing campaigns.
Senior Art Director at Gorilla Creative
September 30, 2017 - July 13, 2025Spearheaded innovative campaigns and concepts for an award-winning agency, driving creative excellence across digital, social, and traditional platforms. Managed and oversaw cross-functional multidisciplinary teams to deliver high-impact creative work. Directed and conceptualized photoshoots and video productions, as well as oversaw post-production to craft compelling marketing campaigns.
Senior Art Director at Gorilla Creative
September 30, 2017 - July 13, 2025Spearheaded innovative campaigns and concepts for an award-winning agency, driving creative excellence across digital, social, and traditional platforms. Managed and oversaw cross-functional multidisciplinary teams, delivering high-impact creative work. Directed and conceptualized photoshoots and video productions, as well as oversaw post-production to craft compelling marketing campaigns.
Senior Art Director at Gorilla Creative
September 1, 2017 - September 1, 2017Spearheaded innovative campaigns and concepts for an award-winning agency, driving creative excellence across digital, social, and traditional platforms. Oversaw and mentored multidisciplinary teams to deliver high-impact creative. Directed and conceptualized photoshoots and video productions for prominent brands, as well as oversaw post-production crafting compelling brand campaigns and experiences.
Senior Designer & Art Director at Freelance
August 31, 2016 - July 13, 2025Designed brand identities, digital campaigns, websites, mobile games, and design systems for top agencies including McCann, Grey, and Joe Public United. Art-directed fashion shoots and video content, delivering striking, on-brand campaigns. Collaborated with developers to ensure cohesive creative direction across digital platforms.
Senior Designer & Art Director at Freelance
August 31, 2016 - July 13, 2025Designed brand identities, digital campaigns, websites, mobile games, and design systems for top agencies including McCann, Grey, and Joe Public United. Art-directed fashion shoots and video content, delivering striking, on-brand campaigns. Collaborated with developers to ensure cohesive creative direction across digital platforms.
Senior Designer & Art Director at Freelance
August 31, 2016 - July 13, 2025Designed brand identities, digital campaigns, websites, mobile games, and design systems for top agencies including McCann, Grey, and Joe Public United. Art-directed fashion shoots and video content, delivering striking, on-brand campaigns. Collaborated with developers to ensure cohesive creative direction across digital platforms.
Senior Designer & Art Director at Freelance
August 1, 2016 - August 1, 2016Designed creative for top agencies including McCann, Grey, and Joe Public United blending strategic insight with high-impact creative execution across platforms. Art-directed fashion shoots and video content, delivering striking, on-brand fashion campaigns. Collaborated with developers to ensure cohesive creative direction across digital platforms.
Art Director & Designer at Net#Work BBDO
February 28, 2013 - July 13, 2025Shaped visual direction and concepts closely collaborating with clients and creative teams. Delivered campaigns across digital and traditional media for top-tier brands. Created and implemented style guides and visual identities for cohesive brand impact.
Art Director & Designer at Net#Work BBDO
February 28, 2013 - July 13, 2025Shaped visual direction and concepts closely collaborating with clients and creative teams. Delivered campaigns across digital and traditional media for top-tier brands. Created and implemented style guides and visual identities for cohesive brand impact.
Art Director & Designer at Net#Work BBDO
February 28, 2013 - July 13, 2025Shaped visual direction and concepts closely collaborating with clients and creative teams. Delivered campaigns across digital and traditional media for top-tier brands. Created and implemented style guides and visual identities for cohesive brand impact.
Assistant Language Teacher at The JET Programme
August 31, 2011 - July 13, 2025Acted in the role of Assistant Language Teacher for The Japan Exchange and Teaching (JET) Program in Kagoshima, Japan. Created visual identities, design systems, and style guides for consistent brand expression. Delivered cross-channel creative for web, print, and social in collaboration with copywriters. Contributed to campaign ideation, award submissions, and studio-wide creative development.
Assistant Language Teacher at The JET Programme
August 31, 2011 - July 13, 2025Acted in the role of Assistant Language Teacher for The Japan Exchange and Teaching (JET) Program in Kagoshima, Japan. Created visual identities, design systems, and style guides for consistent brand expression. Delivered cross-channel creative for web, print, and social in collaboration with copywriters. Contributed to campaign ideation, award submissions, and studio-wide creative development.
Assistant Language Teacher at The JET Programme
August 31, 2011 - July 13, 2025Acted in the role of Assistant Language Teacher for The Japan Exchange and Teaching (JET) Program in Kagoshima, Japan. Created visual identities, design systems, and style guides for consistent brand expression. Delivered cross-channel creative for web, print, and social in collaboration with copywriters. Contributed to campaign ideation, award submissions, and studio-wide creative development.
Designer at Human.Kind
July 31, 2010 - July 13, 2025Designer at Human.Kind
July 31, 2010 - July 13, 2025Designer at Human.Kind
July 31, 2010 - July 13, 2025Education
Bachelor of Arts at Vega School of Branding and Communications
January 1, 2008 - December 31, 2010User Experience Design at University of Cape Town
January 11, 2030 - July 13, 2025Bachelor of Arts Degree (BA) at Vega School of Branding and Communications
January 1, 2008 - December 31, 2010User Experience Design (UX) at University of Cape Town
January 11, 2030 - July 13, 2025Bachelor of Arts at Vega School of Branding and Communications
January 1, 2008 - December 31, 2010Bachelor of Arts Degree (BA) Creative and Strategic Brand Communications and Visual Communications at Vega School of Branding and Communications
January 11, 2030 - November 16, 2025User Experience Design (UX) at University of Cape Town
January 11, 2030 - November 16, 2025VTCT Professional Makeup Design & SFX at Kohl Makeup Academy
January 11, 2030 - November 16, 2025Qualifications
Professional Makeup Design & Sfx
January 11, 2030 - July 13, 2025Professional Makeup Design & Sfx
January 11, 2030 - July 13, 2025Professional Makeup Design & Sfx
January 11, 2030 - July 13, 2025Industry Experience
Media & Entertainment, Gaming, Financial Services, Software & Internet, Retail, Professional Services, Education
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Hire a Creative Director
We have the best creative director experts on Twine. Hire a creative director in Amsterdam today.