Creative Direction & Product Architecture
Architecting digital platforms and expressive brand ecosystems.
With 20+ years founding startups and creating brands & products, I bridge high-level brand strategy, visual storytelling, and complex UX architecture to build multi-sensory human experiences.
Core Capabilities
Bridging high-level brand strategy with complex product systems
01 / Creative
Brand & Creative Direction
Crafting end-to-end visual identities, campaign mechanics, multi-platform media narratives, and sensory brand systems that turn platform vision into memorable stories.
02 / UX & Systems
Product & UX Architecture
Designing high-converting user flows, complex B2B/B2C logic, scalable design systems, and intuitive interfaces optimized for retention and speed.
03 / Media & Audio
Media Production & Sound Design
Creating and directing end-to-end video production, custom soundscapes, audio workflows, and live event experiences that deepen brand engagement.
04 / Stack
AI & Modern Workflows
Leveraging generative AI research and modern edge deployment to rapidly prototype and ship live solutions.
How We Can Work Together
Flexible engagement models for product & design leaders
I collaborate directly with internal product teams, design leaders, and executive founders — whether you need creative direction for a brand refresh, or senior UX leadership to scale platform architecture.
20–40 hrs / week
Full-time / contract
Embedded inside your team as a Creative Director, Lead Product Designer, or UX Architect.
Fixed scope
Project-based sprints
Targeted execution to solve specific UX bottlenecks or brand design updates: creator onboarding redesign, brand identity systems, or monetisation flow fixes.
Advisory
Fractional Design Lead
Senior strategic oversight to mentor design teams, review product roadmaps, and align visual identity with retention metrics.
Selected Case Studies
Work that bridges brand strategy & conversion architecture

Sky Rivers Wellness — Sydney, AU
Media Ecosystem & Sensory Brand Strategy
Spearheaded end-to-end creative direction, sound design integration, interactive media strategy, and UX flow for a holistic wellness experience.
Styleicona — London, UK
Product Design & Retail Innovation
Founded Styleicona and designed its OOTD social fashion app, bridging digital social validation with e-commerce retail channels.

Vimily — Sydney, AU
Brand Positioning & Video Engine UX
Shaped the core brand identity, storytelling proposition, and frictionless video-capture experience for a mobile narrative engine.

City Pantry — London, UK
Platform Logic & Visual System Redesign
Transformed complex corporate catering workflows into a cohesive visual design system and scalable B2B marketplace UI.

Elder — London, UK
Healthcare UX & Trust-Driven Design
Architected a Lean home care platform and internal CRM, using brand trust and conversion UX to drive adoption.

Scouted — New York, USA
Algorithmic Marketplace & Double-Sided Enterprise UX
Architected a two-sided marketplace unifying candidate storytelling with enterprise hiring algorithms.

OneCub — Paris, FR
Complex Data Privacy Architecture & Carbon Analytics UI
Redesigned complex carbon footprint and personal spending data into scannable user dashboards.
Client Endorsements