SENIOR CREATIVE / MOM / ADVENTURER  

WORK EXPERIENCE: 2008-2024

 

I’m a South African Creative Director, Art Director and Design Lead with over 17 years of experience bringing brands to life through design, storytelling and strategy.

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At the end of 2024 I returned home to Cape Town after a chapter in New Zealand. Since being back I’ve freelanced with Nice Work as Senior Art Director & Design Lead, spent three exciting months as Creative Director on Coca-Cola at Studio X, and set up and led the Design & Narrative Studio at Hale Design.

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I studied an Honours Degree in Information Design at the University of Pretoria (where I also had the joy of lecturing 3rd-year students) but my creative roots go even deeper. I grew up in the Kruger National Park as a ranger’s daughter, surrounded by lions, elephants and leopards. That wild, adventurous start shaped the way I see the world and how I build brands: bold, curious and a little fearless.

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I’m also a proud mom to an almost two-year-old, which has added a whole new dimension to how I see creativity, resilience and joy. I love bringing a bit of who I am into my work, whether that’s a sense of adventure, humour, or a deep care for the people I collaborate with. For me, creativity isn’t just about making things beautiful, it’s about creating brand experiences people remember and feel.