About me

I'm an experienced Graphic designer of almost 18 years and have been working in branding and packaging design for most of my career and in the last 8 years of that it's mostly been focused around retail. I've worked in London for Sainsbury's HQ as a POS designer and in South Africa I worked for design studios Fountainhead Design and M&A design that carried large clients such as BAT, Unilever, Woolworths, Dulux, Deloitte and more.

As head of design at 99c Communications Agency, I worked on rebranding the actual agency as well as one of the key accounts 4th Street Wines. I also worked on the campaign that brought Gordon Ramsey into Checkers Supermarkets to endorse the butchery and also worked on Capitec Bank customer communications. While at 99c I also created the branding and look and feel for the Checkers supermarket coffee shops.

When I moved on from 99c Communications agency at the end of 2014, I started freelancing remotely and gained freelance work at a huge South African retailer called Clicks, where I worked on most of the packaging concepts for their confectionary department as well as their mother-care department. I also gained another client called Elgin Free Range Chickens which I completely rebranded in 2018 - everything from logo, to truck branding, to store look and feel, to packaging labels, to website and socials media.

In the last year I've realised that while I've done a lot in my career in branding and packaging, I'd now like to also try focus a bit more on what I've learned my strength is, and that is organising information into formats / groupings that make it easier for users to understand what their journey is whilst navigating a store, site or even an app. This is really a skill that every good designer has and I'm up-skilling myself with a Udemy course in UI design through learning Adobe XD and it's prototyping strengths.

So what I'm looking for is a company that will take me on because of my branding and packaging skills that come with my experience. I'm a self starter, I am very much a team player, I'm organised and structured with my time, I'm a good communicator with clients and my team, I'm not afraid to ask questions when I don't understand something and I take responsibility for my own work. I'd like to be part of a company or team that's interested in growing the digital side of their business in to UI/UX design, so that I can bring my interests into that transition. I'm looking for opportunities to learn and grow in a role and I have no issue starting out in a less senior role so that I can contribute to the company with what I'm learning by myself at home. At the end of the day, I have a strong desire to learn and contribute to my team and to the company I'll eventually work for.

Some highlights in my career include:

1. South to South branding and manual development in 2010:

The reason this project is so close to my heart is because of the work the organisation does. They train health care workers in Africa in the proper treatment of HIV/AIDS.

I created the look of the brand and then designed all the printed training and facilitator manuals for their 3, now 4 devisions. Organising all the information in a consistent and functional/logical way on this project was crucial because I had to consider how nurses and doctors could access the material they needed instantly. I also had to consider how the material was to be used in the field, so I suggested branded flip files printed on a non tear paper with dividers inside for easy access to dosing charts, which could also be updated by printing small sections of updated data and replacing them in the files. version numbers existed on each page. The brand has moved on as has all the information on the inside of the manuals, but I'm proud to say the look I created for the outside/face of the brand is still there and still looks relevant.

2. Re-branding 99c Communications Agency in 2014:

I was head of design at the agency and got to go wild on conceptualising a look for this retail driven agency. At the time we went opted for a typographic vintage styled 99 cent. It was beautiful to see a 2.5m tall giant size laser etched wooden 3d model of my logo hanging in the reception as well as all the window vinyls I created for all the glass meeting cubicles.

3. Re-branding Elgin Free Range Chickens in 2018:

This project took years to build up to because when I inherited the brand as a freelance designer, I had to work with their existing look which was not a real reflection of their brand. People still didn't know after 20 years that they were Free Range chicken, and all because of poor font choice and type weighting and stacking. I retained elements that customers were familiar with and then built them in to the new look. I re-designed every element of the brand from the logo, to all 8 stores, to truck branding, to all their packaging (which I had to categorise into various devisions


Adobe XD, Branding, corporate identity, illustrator, InDesign, marketing collateral, Packaging Design, Photoshop, presentation design, website

Sector Experience

Branding, Communications, Food & Beverages, Packaging, Point of Sale, Retail

#1062 Ranked Branding Designer
Currently No Recommendations
Perm, Temp-Perm, Remote
Skill Level
Middleweight, Senior
Creativepool member since 11 December 2020