I get creative ideas to behave
That’s the space I work in. Not just coming up with ideas, but shaping them into things that influence, shift, solve and stick.
My experience
Building brand ecosystems that don’t just look good. They work. They hold under pressure. They scale without falling apart. At Capitec Bank, South Africa’s largest bank by number of clients and the country’s biggest digital bank, I built the in-house studio from scratch and turned it into a strategic brand engine.
It helped shift the business from a functional newcomer to a category leader. I made sure the brand’s personality showed up at every touchpoint: visually, verbally, and experientially. That meant designing for clarity, trust, and consistency across everything: product, comms, environments, and the systems that held it all together at scale.
I wasn’t just curating a brand’s voice, tone and visual language. I was shaping brand behaviour. Guiding where I could and influencing where I needed to. At a national scale, small design decisions create ripple effects: costs, friction, risk, and perception. So, every piece of work had to land cleanly, consistently, and with intent.
My sweet spot
I do my best work close to the decisions that shape the brand, where strategic direction meets creative execution, and brand, product and experience move with intent, not pulled apart by silos.
Where every decision shapes brand behaviour, not just brand image. Where the experience feels coherent, consistent and earned.
Strategy you can feel. Creative that holds under pressure. Design that scales without losing clarity. Authenticity that feels lived, not labelled.
I help brands behave like people worth trusting.
