my story

Welcome to My Creative Corner
of the Universe

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Begin

here

Hi! I’m Lee, a Cape Town-born designer, creative leader, and coach based in London. From crafting brand identities to mentoring creatives, I’m passionate about bringing ideas to life.

My Journey

My journey into design began in high school, where I was tasked with creating a school newsletter—and I was hooked. Over a decade later, I’ve had the privilege of working with everyone from ambitious startups to established enterprises. Along the way, I’ve built brands, designed engaging digital experiences, and collaborated with diverse teams to craft work that’s both functional and beautiful. More recently, I’ve discovered a new passion: coaching others to unlock their creative potential.

What I Do

Think of me as your creative Swiss Army knife! My skills and services include:
  • Brand Identity Design: Transforming ideas into iconic visuals that resonate across platforms.
  • Creative Leadership: Coaching teams and individuals to unlock their full creative potential.
  • Strategic Thinking: Merging neurodivergent perspectives with out-of-the-box strategies to deliver solutions that stand out.
  • Creative Coaching: I offer creative coaching to help designers and creatives unlock their potential, build confidence, and achieve their career goals. Let’s work together to elevate your skills and take your creativity to the next level.
And because I believe in the power of continuous learning, I’m always adapting my approach to meet the evolving needs of the design world.

My Philosophy

I’m all about collaboration. The best ideas don’t happen in a vacuum; they’re born from conversation, curiosity, and a shared vision. My process involves digging deep to understand your goals, brainstorming creative solutions, and refining until we’ve got something truly exceptional. Oh, and I promise to make the journey fun, because great work comes from a happy team.

When I’m Not Designing…

When I’m not designing, you’ll find me exploring the world through the lens of my camera, traveling to new places, and indulging in unique and interesting cuisines. I love spending time in the kitchen trying out new recipes, sharing meals with family and friends, and finding joy in the little things—like scrolling endlessly at adorable Doodles. These moments fuel my creativity and keep me inspired for my work.
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experience

Over a decade of helping creatives, telling stories, building brands and developing websites.

Work

experience

Head of Design
Fundamental Group
(2024 - Current)
  • Developed sub-brands for the company, including the creation of brand guidelines and templates.
  • Designed and created pitch decks for client proposals, ensuring clear communication and branding alignment.
  • Maintained and enforced branding standards and guidelines to ensure consistency across all platforms.
  • Utilised Adobe XD and Figma to design digital banners that adhered to client brand guidelines and specifications.
Senior Digital Designer
Well Pharmacy
(2022 - 2023)
  • Built and maintained the eCommerce section of the company website, optimizing functionality and user experience.
  • Led and developed a team of four UI/UX designers, providing mentorship and guidance to enhance design output.
  • Created wireframes and UI designs to improve the online patient experience, ensuring a user-centered approach.
  • Project managed the development of the new website, collaborating closely with a development team in India to ensure timely and successful delivery.
Freelance Designer
Studio Empatia
(2021 - 2022)
  • Supported two PR companies in achieving their clients’ creative objectives through strategic design and branding solutions.
  • Built and maintained websites for NeoBrokers, ensuring seamless functionality and ongoing updates.
  • Collaborated with a branding agency to launch an out-of-home(OOH) marketing campaign, enhancing brand visibility.
  • Designed pitch decks for both local and international startups, aiding in successful funding and business presentations.
Lead Designer
HyperionDev
(2020 - 2021)
  • Collaborated with cross-functional teams and external contractors to develop multi-channel marketing campaigns, including print, digital, and OOH media.
  • Managed and communicated design solutions using wireframes and layout concepts, ensuring alignment with various stakeholders.
  • Designed a variety of digital and social media ads to support and drive monthly sales targets.
Head of Design
Rhino Africa
(2019-2020)
  • Built and led a team of junior and mid-level designers, focusing on their personal and professional growth.
  • Developed and executed the design strategy for the business, overseeing the design and delivery of major campaigns.
  • Maintained relationships with suppliers and external stakeholders, ensuring smooth collaboration and project success.
  • Created the user interface (UI) for the new Salesforce sales platform, enhancing functionality and user experience.
Senior Digital Designer
Rhino Africa
(2017 - 2019)
  • Shaped and maintained brand guidelines for the Rhino Africa brand, including its subsidiaries and hotels.
  • Project managed and oversaw the development of all creative collateral for Silvan Safari and Camissa House.
  • Mentored design interns, fostering their growth and development within the design team.
  • Collaborated with architects to design interior elements for the new Rhino Africa headquarters, aligning the design with the brand’s identity.
Studio Manager
Bay Moon Communications
(2014 - 2017)
  • Spearheaded annual creative campaigns for our clients
  • Worked closely with clients and stakeholders to meet briefs and reach client objectives
  • Started an internship programme for design graduates
  • Lead a small team of designers and frontend developers
  • Responsible of maintaining relationships with external suppliers.
Graphic Designer
Bay Moon Communications
(2010 - 2014)
  • Designed and developed websites for clients using Joomla and WordPress, ensuring functionality and user-friendly experiences
  • Responsible for delivering weekly HTML newsletters, maintaining consistent client communication and engagement.
  • Acted as the  brand custodian for several multinational clients, ensuring brand consistency across all touch points.
  • Collaborated closely with copywriters to create internal campaigns for clients, aligning messaging and design.
  • Worked on annual campaigns to help clients achieve their quarterly objectives and business goals.

Skills

Creative Leadership
Digital Design
Creative Strategy & Ideation
Event Design & Management
Project Management
Coaching & Mentoring

APPS & tools

Adobe CC (InDesign, Illustrator, Photoshop)
Figma
MS PowerPoint
Google Slides
Monday.com
Clickup