I started out in the traditional world of brand development, then moved into strategic innovation, where I learnt the art of information design and the power of visualisation. I then took those skills to the world of UI with websites, apps and digital brand applications.

I use grounded theory to band and an atomic design to ui. I learnt grounded theory from working with Mark Strom at Accenture, and atomic design for industry standard principles first introduced by Brad Frost.