Early Career (2006–2010)

Building early design and media foundations.

My career began in publishing and digital design. At KREW Magazine, I shaped the identity and launch visuals for South Africa’s first premium men’s weekly. At Yeigo, a pioneering mobile VoIP startup, I led brand and UX design pre-iPhone, helping position the company for acquisition by TelFree. As a partner at TRR Digital (The Rubiks Room), I created campaigns that translated traditional brands into digital-first experiences — including South Africa’s first iPad-driven brand activation. These formative years grounded me in the craft of design and the realities of startup culture, preparing me for the ventures that followed.

Highlights

• Art-directed launch of KREW Magazine

• Led brand + UX at Yeigo (later acquired by TelFree)

• Partner at TRR Digital; early innovator in digital brand activations

In the Press

• Coverage primarily via client campaigns (Bacardi, El Jimador, V&A Waterfront).