Available to hire
I am a visionary Lead Product Designer with over 20 years at the intersection of systems, storytelling, and technology. I am visually articulate and strategically minded, with proven strengths in systems thinking, problem-solving, and AI frameworks. I build scalable design systems, lead AI-powered workflows, and shape visual languages that balance clarity with impact. I have experience with global brands including Gold’s Gym California, British Council, Old Mutual, Virgin Active, and Superbalist. I push boundaries of product design by combining systems architecture, AI integration, and visual storytelling.
Problem-solving under duress has defined my journey. Living with bipolar disorder and training as an endurance athlete have honed resilience and adaptability in uncertainty and entropy. This ability to adapt, simplify, and find clarity under pressure is one of my most important professional assets. Across my career I have navigated design’s evolution—from traditional craft through token-based systems and AI-driven frameworks. My mindset is both artistic and systemic: a rare ability to see detail in the stroke of type and also design entire ecosystems that scale globally. I thrive on complexity and transform it into ordered systems that empower creativity, clarity, and impact.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Lead Product Designer at Huble
January 1, 2023 - PresentPioneered synthesis of AI-driven design workflows into enterprise-scale digital ecosystems. Designed tokenized systems architectures in Figma and Token Studio, automated wireframe-to-interface pipelines, and authored prompt-engineering frameworks for Midjourney and ChatGPT to sustain conceptual fidelity and cross-disciplinary collaboration.
Product Designer at Superbalist
September 1, 2023 - October 16, 2025Built and governed the Stitch design framework, integrating tokens, documentation, and automation to reduce inconsistency and accelerate delivery. Co-authored the internal New Ways of Working; researched personalization and visual search, leveraging machine learning for human-centered refinement.
UI Design Lead at VMLYR
August 31, 2016 - October 16, 2025UI Design Lead for Old Mutual’s OMNI CX Investment Platform; established the system’s visual grammar, improved legibility and cognitive flow, and advanced modular UX governance.
Independent Practice — Designer / Director at Hotelromeo
December 31, 2017 - October 16, 2025Directed interdisciplinary design initiatives spanning UI, brand, and illustration for independent clients; developed bespoke identity systems and experimental typography bridging art and interaction.
Senior Designer / Art Director at Radar
December 31, 2013 - October 16, 2025Led design campaigns for financial institutions including Old Mutual and Standard Bank; managed multi-channel narratives combining print, digital, and motion graphics to ensure strategic coherence and semiotic precision.
Visual Design Lead / Art Director at Virgin Active SA
December 31, 2011 - October 16, 2025Oversaw comprehensive campaign ecosystems across channels; developed brand visual lexicon through illustration and environmental design, reinforcing continuity between club spaces and digital presence.
Creative Director / UI Designer at I Love Velvet
December 31, 2010 - October 16, 2025Directed hybrid creative-technical teams delivering digital product interfaces and identity systems; established workflows enabling early cross-functional collaboration.
Senior Designer / Art Director at TBWA/Tequila
December 31, 2008 - October 16, 2025Executed integrated campaigns for clients such as Nivea, Radox, and SPAR; synthesized packaging design, motion presentation, and environmental storytelling within unified visual systems.
Senior Designer / Art Director at TBWA Hunt Lascaris
December 31, 2006 - October 16, 2025Worked across large-scale retail communication and packaging initiatives for global clients; cultivated foundational expertise in brand semiotics and production systems.
Lead Product Designer at Huble
January 1, 2023 - PresentPioneered AI-driven design workflows into enterprise-scale digital ecosystems. Designed tokenized systems architectures aligned with aesthetic governance and semantic design tokens. Built automation pipelines transforming annotated wireframes into system-ready interfaces, reducing friction between design and engineering while enhancing alignment with semantic tokens. Developed prompt-engineering frameworks for MidJourney and ChatGPT to maintain conceptual fidelity and accelerate iteration across disciplines.
Product Designer at Superbalist
September 1, 2023 - October 16, 2025Helped evolve a nascent design function into a mature, system-led discipline. Served as Design System Owner for the Stitch framework; integrated tokens, documentation, and automation to reduce redundancy by 70% and accelerate product delivery by 40%. Co-authored the internal New Ways of Working framework and advanced personalization and visual search using machine learning as a vehicle for human-centered refinement.
UI Design Lead at VMLYR
August 1, 2016 - October 16, 2025UI Design Lead for Old Mutual’s OMNI CX Investment Platform; established the system’s visual grammar, led interface architecture, prototyping, and component taxonomy. Applied perception-based design and heuristic evaluation to improve legibility, cognitive flow, and user trust.
Independent Practice at Hotelromeo
December 31, 2017 - October 16, 2025Directed interdisciplinary design initiatives spanning UI, brand, and illustration for independent clients and creative studios. Developed bespoke identity systems and experimental typographic works bridging art and interaction.
Senior Designer / Art Director at Radar
January 1, 2013 - October 16, 2025Led design campaigns for financial institutions including Old Mutual and Standard Bank; managed multi-channel narratives integrating print, digital, and motion graphics with emphasis on strategic coherence and semiotic precision.
Visual Design Lead / Art Director at Virgin Active SA
January 1, 2011 - October 16, 2025Overseen campaign ecosystems across channels; developed the brand’s visual lexicon through illustration and environmental design, reinforcing continuity between club spaces and digital presence.
Creative Director / UI Designer at i love velvet
January 1, 2010 - October 16, 2025Directed hybrid creative-technical teams delivering digital product interfaces and identity systems; introduced workflow integration between designers and developers to support early cross-functional methodologies.
Senior Designer / Art Director at TBWA Tequila
January 1, 2008 - October 16, 2025Executed integrated campaigns for Nivea, Radox, and SPAR; synthesized packaging design, motion presentation, and environmental storytelling within unified visual systems.
Senior Designer / Art Director at TBWA Hunt Lascaris
January 1, 2006 - October 16, 2025Worked across large-scale retail communications and packaging initiatives for global clients; cultivated foundational expertise in brand semiotics and production systems.
Lead Product Designer at Huble
January 1, 2023 - PresentLed the integration of AI-driven workflows into scalable design systems for global B2B clients. As a HubSpot Elite Partner, pushed boundaries in automation, token-driven design, and modular UI architecture—bridging creative strategy with technical delivery. Architected token-based atomic frameworks in Figma and Token Studio, engineered AI-driven pipelines that convert annotated wireframes into token-linked components, and developed AI-generated concept frameworks to ensure brand-aligned visuals. Implemented scalable design documentation and onboarding workflows to accelerate delivery across high-pressure projects.
Product Designer at Superbalist
September 1, 2023 - October 16, 2025Joined as one of two designers and evolved the practice into a mature, system-led operation. As Design System Owner, built and maintained the Stitch design system, integrating design tokens and component libraries to reduce inconsistencies by 70% and cut time-to-market by 40%. Co-authored the New Ways of Working documentation, drove research on Visual Search and Personalisation, and introduced structured micro-interactions and motion standards. Established a single source of truth for design, enabling scalable collaboration and rapid iteration.
UI Design Lead at VMLY&R
August 1, 2016 - October 16, 2025Led visual identity work for complex digital products, including Old Mutual OMNI CX Investment Product. Crafted a distinctive dashboard language, developed style guides for consistency, and produced interactive prototypes to streamline testing and iteration. Mentored junior designers, built a component library, and aligned creative direction with business goals.
Independent Practice at Hotelromeo
January 1, 2017 - October 16, 2025Independent UI Designer, Illustrator, and Art Director delivering projects for agencies and startups. Notable work includes Bagmee.co.za and various brand collaborations, with ongoing illustration and typographic commissions.
Senior Designer / Art Director at Radar
January 1, 2013 - October 16, 2025Led design campaigns for Old Mutual and Standard Bank, combining branding, illustration, and visual storytelling. Mentored junior designers and managed high-pressure deadlines across financial services clients.
Visual Design Lead / Art Director at Virgin Active SA
January 1, 2011 - October 16, 2025Directed ATL/BTL campaigns, managed film shoots, and produced distinctive illustrations for club branding and member engagement. Developed visual strategies to support brand storytelling across campaigns.
Creative Director / UI Designer at I Love Velvet
January 1, 2010 - October 16, 2025Directed hybrid creative-technical teams in delivering digital product interfaces and identity systems. Introduced workflow integration between designers and developers to inform early cross-functional methodologies.
Senior Designer / Art Director at TBWA/Tequila
January 1, 2008 - October 16, 2025Executed integrated campaigns for Nivea, Radox, and SPAR, synthesizing packaging design, motion presentation, and environmental storytelling within unified visual systems.
Senior Designer / Art Director at TBWA Hunt Lascaris
January 1, 2006 - October 16, 2025Worked across large-scale retail communications and packaging initiatives for global clients, building foundational expertise in brand semiotics and production systems.
Lead Product Designer at Huble
January 1, 2023 - PresentLed the integration of AI-driven workflows into scalable design systems for global B2B clients; architected token-based atomic frameworks in Figma and Token Studio; built AI-driven automation pipelines and prompts to generate aligned visuals and documentation; optimized handoff and onboarding across teams.
Product Designer at Superbalist
September 1, 2023 - October 16, 2025Joined as one of two designers and evolved to Design System Owner, building and maintaining the Stitch design system with tokens and component libraries; reduced inconsistencies by 70% and cut time-to-market by 40%; co-authored New Ways of Working and led research around Visual Search and Personalisation; implemented structured UI frameworks and scalable design language.
UI Design Lead at VMLY&R
August 1, 2016 - October 16, 2025UI Design Lead for Old Mutual Omni CX Investment Product; defined dashboard language, visual identity, and style guides; created interactive prototypes; mentored junior designers; established a component library and naming conventions; introduced micro-interactions and motion standards.
Independent Designer / Creative Director at Hotelromeo
January 1, 2017 - October 16, 2025Independent UI designer, illustrator, and art director delivering projects for agencies and startups; notable work included Bagmee.co.za and various brand collaborations; ongoing illustration/typographic commissions.
Visual Design Lead / Art Director at Virgin Active SA
January 1, 2011 - October 16, 2025Directed campaigns across ATL/BTL channels; managed film shoots; produced distinctive illustrations; developed visual strategies for club branding and member engagement.
Creative Director / UI Designer at I Love Velvet
January 1, 2010 - October 16, 2025Directed hybrid creative-technical teams delivering digital product interfaces and identity systems; introduced workflow integration between designers and developers.
Senior Designer / Art Director at TBWA/Tequila
January 1, 2008 - October 16, 2025Executed integrated campaigns for Nivea, Radox, and SPAR; synthesized packaging design, motion presentations, and environmental storytelling within unified visual systems.
Senior Designer / Art Director at TBWA Hunt Lascaris
December 31, 2006 - October 16, 2025W ork ed on large-scale retail communications and packaging for global clients; developed foundational expertise in brand semiotics and production systems.
Senior Designer / Art Director at Radar
January 1, 2013 - October 16, 2025Led design campaigns for Old Mutual and Standard Bank, combining branding, illustration, and visual storytelling; mentored junior designers and managed deadlines across high-pressure projects.
Education
Bachelor of Technology in Design (Cum Laude) at Durban University of Technology
January 1, 2003 - December 31, 2006Bachelor of Technology in Design at Durban University of Technology and Design
January 1, 2003 - December 31, 2006Bachelor of Technology & Design (Cum Laude) at Durban University Of Technology And Design
January 11, 2030 - January 1, 2006Bachelor of Technology & Design (Cum Laude) at Durban University Of Technology And Design
January 1, 2003 - January 1, 2006Qualifications
Industry Experience
Software & Internet, Financial Services, Retail, Media & Entertainment, Professional Services, Healthcare, Other
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
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