The most successful products and most loved brands have one thing in common: they treat Design as a fundamental driver of business growth. I help organisations get there.
Brand and Digital Product are two expressions of the same commitment: experiences that are visually coherent and genuinely useful, aesthetically considered and deeply human. Building the systems, culture, and standards that sustain that coherence at scale is where Design does the most for business success.
Read my interview with Verve PEOPLE BELIEVE WHAT THEY SEE on the connection between strong Branding and truly engaging User Experience.
I initiated and led the global redesign project to reconnect Lebara’s identity with its challenger ambition, creating one distinctive visual system and digital experience across its 5 European markets.
Combined redesign + reskin approach was applied to 6000+ pages and screens across the whole Lebara digital infrastructure, including 3rd party websites and mobile applications.
I led the team behind the creation of an atomic, token-driven UI library that connects Brand, Product and Engineering, so that every digital design in every market follows the same building principles, or gets simply prompted by describing a user / business need.
A mature Design System allows teams to build faster from ready-made components, keeps the user experience consistent across every market, builds accessibility in, and turns a single token update into a change across the whole digital infrastructure.
I translated a complex B2B2C IoT platform into a joyful, ownable world – giving Gamgee the character and confidence to connect with broadband partners and households alike.
I turned specialist network technology such as coverage and network mapping, parental controls, family sharing, identity protection, movement detection, and home alarm into clear, useful experiences by creating one approachable product for households, partners and service providers.
I transformed a fragmented product estate into a scalable design engine – accelerating delivery and dramatically reducing inconsistencies.
For a B2B2C product operating across multiple partner ecosystems, this level of consistency was a direct business advantage, ensuring every end-user experience felt coherent, polished, and on-brand regardless of which partner was deploying it.
I led the design of the AWU platform to facilitate donations, allowing supporters to directly contribute to AWU’s advocacy efforts, and to offer membership options that foster a strong, interconnected community.
Our design work aimed to make the platform a powerful tool in the national conversation, ensuring that arts workers had the visibility and support they needed.
I designed the investors pitch deck and led the design of the Product MVP for an AI-powered platform that helps improve decision-making to accelerate climate action.
I led the end-to-end design work from branding to product design, creating a user experience that reflected the high standards of Giclée printing. The goal was to make the platform intuitive and visually appealing, meeting the needs of artists who care deeply about quality and presentation.
This project emphasised the importance of cohesive product branding, where the e-commerce platform was meticulously designed to align with and enhance the overall brand identity.
I crafted a brand identity that reflects the artist’s exploration of love, fears, dreams, and societal expectations. To amplify Alex’s disruptive nature, I used explosive colours and expressive typography traditionally associated with femininity, and translated this bold statement into a unique digital experience.
The platform’s mission is to democratise the design industry by enabling creatives, whether new or established, to sell directly to design enthusiasts worldwide.
I created a brand that reflected this mission of empowerment, and a product design that streamlined the process, allowing designers to maximise their profits while bringing diverse, high-quality design to a global audience.
