What it’s like to work together
Working with Russell Petrie was an absolute pleasure. As the Head of the Capitec Design Studio, Russell brought a combination of professionalism, meticulous attention to detail, and an exceptional design eye to every aspect of our collaboration. His leadership style is both inspiring and warm-hearted, creating an environment where creativity thrives and partnerships feel truly collaborative.
Throughout Capitec’s 2023/24 brand refresh, Russell’s vision and strategic approach helped shape a seamless integration between teams, ensuring that every design decision was both impactful and aligned with the brand’s evolution. His ability to balance innovation with practicality made him a trusted leader and a fantastic client to work with.
I highly recommend Russell for any creative or leadership endeavour—his expertise, passion, and ability to elevate design make him an invaluable asset to any team.
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David Moffatt
CEO at Fierce & ZenRobot
Russell was a client of mine for over 10 years during my time at Switch Brand Communication in Cape Town. Our collaboration went beyond the conventional agency-client dynamic, evolving into a strong and effective creative partnership. Russell is an exceptionally detail-oriented design professional, and working with him to develop impactful branding programs for Capitec Bank was always a pleasure.
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Simon Arenhold
Group Brand and Communications Director at Le Creuse
Russell played a pivotal role in shaping the Capitec Bank brand during its first two decades. His meticulously crafted visual communication was instrumental in propelling the brand onto the global stage. With a rare blend of right- and left-brain thinking, he excels as a team player, seamlessly translating complex business challenges into creative solutions that resonate with the target audience. The clarity of his vision is evident in the brand’s history and its meteoric rise to become the largest bank by client numbers in just 21 years.
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Charl Nel
Fractional CMO / HOD | Established Communications Department at Capitec Bank
I had the privilege of working with Russell during his time as Head of Brand and Design at Capitec, where he played a pivotal role in leading the full end-to-end studio function. Overseeing a team of more than 25 individuals—including designers, copywriters, and production specialists—Russell demonstrated exceptional leadership, strategic vision, and creative expertise.
His work ethic is unmatched. Russell is dedicated, detail-oriented, and always ensures that creative execution aligns seamlessly with business objectives. He thrives in high-pressure environments, managing multiple projects while maintaining an unwavering commitment to quality and innovation. His ability to translate complex brand strategies into impactful, customer-centric creative work set a new standard for the team.
Beyond his technical skills, Russell is an inspiring leader who fosters collaboration and professional growth within his team. His mentorship and guidance have helped shape a high-performing creative studio that consistently delivers outstanding results.
Russell is a true asset to any organisation looking for a creative leader with both strategic and hands-on expertise. I highly recommend him for any role where strong leadership, brand storytelling, and design excellence are key.
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Bronwyn Pretorius CM(SA)
Chief Marketing Officer at Ackermans | ex Shoprite, Mukuru & Capitec
I had the pleasure of working with Russell during his time as Head of Studio at Capitec Bank. In essence, he was the creative heart and soul of the brand, functioning as our Executive Creative Director for many years. Russell's impact on Capitec was profound, he didn't just "develop" the brand; he built it, nurtured it, and ensured its success across an evolving banking industry.
He holds the rare ability to translate complex strategic business objectives into compelling visual narratives. What truly sets Russell apart is his ability to adapt and grow with the organisation. His role wasn't confined to traditional advertising or TV commercials. He expanded his responsibilities to encompass all client touchpoints, from digital experiences – website design and UX – to the physical environment of our branches. He understood that brand experience is holistic, and he championed that.
Beyond his creative vision, Russell is a pragmatic leader. He created a collaborative environment, empowering his team to excel while maintaining a laser focus on delivering meaningful results. He was a trusted advisor, a mentor, and a true partner.
Anyone fortunate enough to work with Russell will quickly recognise his passion, his expertise, and his unwavering commitment. He leaves an indelible mark on Capitec, and I have no doubt he will bring the same level of dedication and innovation to any organisation. I truly recommend him
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Suveshen Nadasen
Digital Product Management at Capitec Bank
I had the privilege of working closely with Russell Petrie during our time at Capitec Bank, where I served as Senior Marketing Manager while Russell led the Creative Studio as Head of Department. His exceptional leadership transformed our in-house creative capabilities into a powerhouse that rivalled external agencies in both quality and effectiveness.
What truly distinguished Russell was his rare combination of creative brilliance and strategic thinking. While many creative leaders excel at conceptual work but struggle with business objectives, Russell had an innate ability to translate our marketing strategies into compelling visual narratives that drove measurable results. Under his direction, our team delivered award-worthy campaigns that contributed significantly to Capitec's brand recognition and growth during a pivotal transformation period.
Russell's talent for nurturing his team was equally impressive. He created an environment where designers and copywriters felt both challenged and supported, resulting in consistently outstanding work even under tight deadlines. I particularly admired how he balanced maintaining high standards with providing his team the creative freedom to innovate.
Our collaboration on various acquisition campaigns exemplifies his impact. When faced with challenging objectives and compressed timelines, Russell rallied his team to produce work that exceeded expectations, helping us achieve new client growth while maintaining the distinctive Capitec voice we'd worked so hard to establish.
Beyond his professional capabilities, Russell brought a collaborative spirit and genuine passion to our working relationship. His ability to navigate complex stakeholder requirements while advocating for creative integrity made him an invaluable partner in our marketing initiatives.
Any organisation would be fortunate to have Russell’s creative leadership, strategic mindset, and collaborative approach. I am honoured to have worked alongside Russell and look forward to seeing the continued impact of his work in the industry.
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Rudy Hassiem
Head of Marketing: Business and Commercial Banking at African Bank
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