I map user flows and structure before opening a single frame. Wireframes first — cheap decisions, early alignment — then a full high-fidelity pass using your actual content. Every screen is auto-layouted and annotated so your developers spend zero time guessing intent.
Tokens first — colour, spacing, type. Then components, variants and states. Then documentation written for developers, not designers. The output slots into your codebase with clear usage guidelines and handoff notes. Built from your existing brand, or from a clean slate if you're starting fresh.
Built in React Native or a web-based stack. Prompt engineering is a core part of my process — I work with AI-assisted IDEs alongside traditional coding, which means faster output without sacrificing code quality or maintainability. Clean, documented code your team can read, extend and own.
Design and development run in parallel — decisions that disappear in handoff stay with me. I prompt engineer throughout the build using Claude Code and Codex, which compresses delivery without cutting corners. One brief, one person, one handover. No gap between what was designed and what shipped.
Designed for the browser from day one — real content, real breakpoints, real constraints. Not a polished mockup that breaks on implementation. You get a complete Figma system covering desktop, tablet and mobile, with every component named, structured and documented for whoever picks it up next.
Tokens first — colour, spacing, type. Then components, variants and states. Documented for developers, not designers. Built so it slots into your codebase with clear usage rules — extending it later doesn't take a designer.
Next.js for performance, Webflow for speed, or custom code for full control — I match the stack to your needs. Prompt engineering is central to how I work: Claude Code and Codex run alongside traditional methods, keeping delivery fast without cutting quality. CMS integration and SEO structure come standard.
Design and build run together, not in sequence — which closes the gap where decisions go to die. I prompt engineer through development using Claude Code and Codex, compressing the timeline without compromising quality. One person, one brief, one handover. You get a live, performant site and everything to run it.
Positioning before visuals. I work through who you are, who you're for, and what gap you fill before touching a letterform. The visual identity — logo, colour, type and usage guidelines — follows from that clarity. Built in Figma, structured so any designer on your team can apply it consistently.
A practical guidelines document anyone on your team can apply — how to use the logo, colour and type, the voice the brand speaks in, the photography and illustration direction, dos and don'ts, and the applications that matter most to you. Built so it's used, not filed.
Identity and guidelines together — designed and documented by the same person so nothing drifts between intent and how the brand actually gets used. You leave with a brand that holds together long after I'm gone.
I work through your business model, users and market position before recommending anything. Research, competitive mapping and structured workshops shape the output — a working document you'll actually use, not a slide deck that gets filed. Typically 2–4 weeks.
I audit how your product is structured — information architecture, design patterns, technical gaps — then define a system that scales. The output is prioritised and executable: component strategy, design system governance and a roadmap grounded in real constraints.
Regular access to a senior product and design mind. Weekly or fortnightly sessions, async support between them, and direct input across design, development and strategy. No agency overhead, no inflated retainer — just the hours that move the needle on the decisions you're actually making.
App
Tab App
App
Unscripted
Brand
Johnson Brand
App
Daikin
App
Corin
App
Properti
App
RFS
UX
Uncle Tobys
UX
CoreLogic
UX
Jimmy Cricket
App
Woolworths
UX
Zhik
App
Hummingbot
Brand
Supapix
Brand
3 Bees Honey
Brand
Kenko
Brand
Sony Music
App
Auspost
App
CBRE
App
Wilsons Advisory
UX
Ezidebit
UX
Magic Bra
TOP 10 — FASTEST TIMES
Unscripted
Daikin
Corin
Properti
RFS
Woolworths
Hummingbot
Auspost
CBRE
Wilsons Advisory
Jimmy Cricket
Zhik
CoreLogic
Ezidebit
Sony Music
3 Bees Honey
The best apps don't feel designed — they feel obvious. Getting there takes a clear problem statement, a deep understanding of the people using the product, and the discipline to strip everything that gets in the way. I've spent 20 years doing exactly that across iOS, Android, and web.
From early discovery and prototyping through to design systems and developer handoff, I work end-to-end. That means fewer handoff gaps, faster iteration cycles, and a product that holds together as it scales. Whether you're building from scratch or untangling something that grew too fast — I've been there.
This is the layer most developers don't have — but it's where the biggest leverage lives. I map the full user journey before touching a single screen, frame the problem correctly so we're solving the right thing, and design the information architecture that makes everything else feel obvious.
This is what turns "an app" into something people actually use.
Not just making things look good — making them feel right. I build component-based systems in Figma that scale cleanly, design every state (not just the happy path), and bring in motion and micro-interactions that give the product a sense of quality.
I work end-to-end — which means I can build as well as design. This removes the handoff gap that kills most products, and lets me prototype ideas at full fidelity without waiting on a dev cycle.
Most modern apps are just interfaces on top of APIs. I design and connect both sides — knowing how data flows shapes every interaction decision I make.
This is where I lean hardest. AI integration isn't just adding a chatbot — it's designing intelligent product behaviour. The difference between a demo and a product that actually works is prompt architecture, context design, and knowing when not to use AI at all.
I don't go deep on backend engineering, but I understand it well enough to make the right architectural decisions and build the data layer an AI product needs.
Most design projects die in handoff. I can take a product from Figma to live — including the parts that typically fall between the cracks.
The thing that separates a collection of screens from a real product is systems thinking — the ability to design logic and structure that scales. This is the layer I bring that most standalone designers or developers can't.
Primarily iOS and Android native apps, plus responsive web and PWAs. I work within each platform's design language — respecting HIG on iOS and Material guidelines on Android — while building a shared design system that keeps both aligned. If you're cross-platform, I'll help you decide what to share and what to differentiate.
It starts with understanding the problem, not jumping to screens. I'll run a discovery phase covering user goals, business objectives, and technical constraints. From there I move through flows and wireframes to high-fidelity Figma prototypes — iterating with your team at each stage before final handoff. The pace adapts to yours.
I document them. Every interaction state — loading, empty, error, success, partial data — is designed explicitly rather than left for developers to guess. I use interactive Figma prototypes to communicate motion and transitions, and a component-level spec layer to cover edge cases that don't make it into the main flow.
Yes, and I'd recommend it for anything beyond a single-screen prototype. A proper design system — tokens, components, usage guidelines — pays for itself in the first sprint after launch. I build in Figma using auto-layout and variables so it stays maintainable, and I'll document enough for your developers to extend it without me.
That's usually the best arrangement. I embed into your team's workflow — joining standups, using your tools, and delivering in the format your devs prefer. I've worked with React Native, SwiftUI, Kotlin, and Flutter teams. Close collaboration between design and engineering is how good apps actually ship.
A great website isn't a brochure — it's a conversion machine. It needs to communicate clearly, load fast, look sharp on every device, and guide people toward doing the thing you actually want them to do. I've built websites for startups, agencies, eCommerce brands, and everything in between.
From strategy and wireframes through to design systems and front-end build, I work the full stack of web. That means you get one person who understands the brief, the brand, the user, and the code — with no handoff gaps and no blame game between design and dev.
Before a single pixel is placed, I map where users come from, what they need to believe, and what they need to do. Most websites fail not because they look bad — but because they weren't thought through. I fix that upstream.
Design that earns trust in the first three seconds. I build layouts with strong visual hierarchy, carefully chosen typography, and a colour system that supports the brand. Not templates — crafted from the brief up.
I build in code — which means what I design is what gets built. No translation loss, no "that's not technically possible" from a separate dev. Clean, semantic HTML and CSS with JavaScript where it genuinely adds value.
Selling online is a different discipline to building a marketing site. Every screen needs to reduce doubt and increase confidence. I design eCommerce experiences that are clean, trustworthy, and built to convert — on Shopify and beyond.
A beautiful website that no one can find is a very expensive business card. I build with performance and search visibility in mind from the ground up — not bolted on at the end.
More than half your visitors are on a phone. I design mobile-first — not as an afterthought, but as the primary canvas. That means layouts, tap targets, and content hierarchies that feel native on mobile and scale up gracefully to desktop.
Your team needs to be able to update the site without calling a developer. I design and build around content management from the start — choosing the right CMS for the project and structuring content so it's editable without breaking the design.
One-off websites are a dead end. I build component libraries — both in Figma and in code — that mean new pages take hours, not weeks, and the brand stays consistent as the site grows.
Marketing sites, portfolio sites, eCommerce stores, SaaS product sites, landing pages, and content-heavy editorial sites. I work in code, Webflow, and Shopify depending on what's right for the project. If you're not sure which is the right approach, that conversation is part of the brief — and it's free.
It starts with a discovery phase — understanding your audience, your goals, and what success looks like. Then I move through sitemap and wireframes, to visual design in Figma, to a working prototype, to build and launch. You're involved at every gate, nothing ships without your sign-off, and the pace adapts to your team's availability.
Both, and deliberately. For bespoke marketing sites and web apps I build in clean HTML/CSS/JS or a modern framework. For projects where the team needs to own and edit content without a developer, Webflow or a headless CMS setup often makes more sense. I'll recommend the right tool for your situation — not the one I'm most comfortable with.
Both are baked in from the start rather than added at the end. On the SEO side that means proper semantic structure, meta strategy, and clean URL architecture. On performance it means optimised assets, minimal blocking scripts, and a focus on Core Web Vitals scores that actually move the needle in Google's eyes.
Yes to both. I can audit an existing site, identify the highest-leverage improvements, and implement them — whether that's a full redesign or targeted fixes to pages that aren't converting. If you've got something that mostly works but needs sharpening, I'm comfortable picking up someone else's codebase.
Brand is the thing that survives when everything else is copied. Good visual identity isn't decoration — it's a business asset that earns trust in a glance, communicates positioning without words, and holds together across every surface your company touches.
I work across the full scope of brand — from initial strategy and naming through to logo design, identity systems, and the guidelines that let your team apply it consistently. Whether you're starting from zero or modernising something that's grown out of shape, I've done it across industries, company sizes, and budgets.
Before any visual decisions are made, the strategy needs to be clear. Who are you for, what do you stand for, and why does it matter more than your nearest competitor? This layer is what separates brands that last from logos that date.
The mark, the palette, the type, the system. I design logos that work at 16px and on the side of a van — and build the full visual language around them so the brand feels intentional everywhere it appears.
A brand that can't be applied consistently by other people is a brand that only exists in one designer's head. I build guidelines that are specific enough to maintain quality, but flexible enough that your team can actually use them.
Brand that lives only on screens is only half a brand. I design the physical touchpoints — the things people hold, read, and remember — with the same rigour as the digital identity.
Your brand needs to perform in feeds, inboxes, and product interfaces — not just on a PDF of guidelines. I extend visual identities into the specific formats where they actually live.
When brands grow they get complicated — sub-brands, product lines, acquired companies, regional variants. Brand architecture is the decision framework that keeps it all coherent without looking like four different companies.
How a brand sounds is as distinctive as how it looks. Tone of voice, vocabulary, messaging hierarchy — these are the things that make copy feel ownable rather than generic. I work on the verbal layer either standalone or as part of a full brand project.
Rebrands are more complex than starting fresh — there's equity to protect, stakeholders to manage, and rollout to plan. I've led brand evolution projects that modernised identities without losing what people already associated with the name.
At minimum: logo suite (primary, secondary, icon), colour palette, typography system, and usage guidelines. Most projects also include collateral design — business cards, letterheads, social templates — and an extended guidelines document your team can actually use. The exact scope depends on your stage and budget, and I'll be straightforward about what's necessary versus nice-to-have.
It starts with a discovery phase — a structured conversation about your business, your audience, and what you want the brand to do. From there I move through strategy and mood boards, to initial logo concepts, to refinement and full identity development. There are clear review stages so nothing comes as a surprise, and I'll explain the thinking behind every decision.
Yes, and rebrands are often the more interesting problem. The question isn't just "what should it look like" — it's "what equity exists in the current brand, and how do we preserve it while moving forward." I approach rebrands forensically: auditing what's working, identifying what needs to change, and designing an evolution that feels intentional rather than arbitrary.
Every brand project ends with a guidelines document built for actual use — not a 60-page PDF that gets opened once and forgotten. I structure guidelines around the decisions people actually have to make: what colour goes on what background, which typeface for headlines vs. body, how the logo behaves at small sizes. Delivered as a shareable PDF and, where needed, a Figma library your team can work directly from.
Yes — and I'd argue you need someone who can do both for the work to hold together. Visual identity that isn't grounded in strategy is decoration. Strategy without someone who can execute it visually stays on a deck. I work across both layers, which means the thinking and the look are always aligned.