About
I work across advertising, product, and systems, not because I'm undecided, but because real problems don't respect categories.
I started in advertising, where clarity under pressure matters. Concept development and problem framing were the core of my work. Learning how to make sense of complexity quickly, communicate it clearly, and ship under real constraints.
Over time, my focus shifted. I became less interested in the idea itself, and more interested in what happens after: how people behave inside systems, where friction shows up, and why well-intentioned designs break down in the real world.
Context
I was born in Soweto and grew up moving between Alexandra and Tembisa.
That background shaped how I see systems. In environments where cost, access, trust, and infrastructure are not abstract concerns, systems fail fast and visibly. People adapt faster than the structures meant to serve them.
Designing in that reality taught me to account for behaviour, incentives, and constraints from the start, not as edge cases, but as the core of the work.
What I do now
Today, my work sits at the intersection of culture, technology, and human behaviour.
In practice, that means:
- Designing systems that acknowledge how people actually behave
- Turning abstract problems into structures people can navigate
- Building products and frameworks that hold up under pressure, not just presentation
Some of that work still takes the form of advertising. Increasingly, it shows up as active product builds: tools, platforms, and systems designed to operate beyond a campaign lifecycle.
Where advertising fits
Advertising trained me to see patterns quickly, frame problems clearly, and communicate intent.
Those skills now inform a broader focus: building systems that don't switch off when the media spend ends.
About MØW
MØW is a conversational interface for this portfolio.
It helps explain how the work fits together, how decisions were made, and where there may be alignment, before a conversation moves further.
Nothing is stored. Nothing is assumed.
It responds only to what you choose to explore.
Alignment
I'm interested in work that values thinking as much as execution, and systems as much as surfaces.
If there's alignment, it becomes clear quickly.
If not, that's useful too.