the
magic.
For over 17 years I’ve been creating and transforming brands by putting intuitive design at the centre of change. From reimagining global platforms, to launching new brands my work blends creativity, strategy, and user insight to deliver experiences that feel intuitive, inspiring, and commercially impactful. I’ve built design systems from the ground up, led global teams across various industries, and shaped digital experiences for both emerging ventures and iconic brands.
Brand Refresh and Digital transformation: Block Dojo
Block Dojo’s existing brand identity no longer reflected its core values of community, empowerment, and dynamism. The absence of a cohesive brand toolkit and guidelines led to inconsistent creative execution across key touchpoints and stagnating engagement. Additionally, the founder application journey suffered from low conversion rates due to fragmented UX and external application systems.
I led a comprehensive brand identity transformation, unifying all touchpoints under a refreshed visual system. I developed and rolled out brand guidelines covering all communications and digital expressions of the brand. The transformation culminated in the launch of a new website, fully aligned with the evolved identity, and the redesign of the founder application flow—integrated directly into the Block Dojo ecosystem. This not only reduced operational costs but also increased founder application conversions by 400%.
Block Dojo's website - Before the transformation
Block Dojo's website - After the transformation
Block Dojo's wider creative - After the transformation
KPIs and OKRs achieved
1. Reduced Bounce Rate
Achieved a 21.3% reduction in bounce rate within the first two weeks, aligning the website with top-performing B2B benchmarks.
2. Increased Engagement
Improved average engagement time by 28 seconds within the first two weeks of launch, indicating stronger user connection and content relevance.
3. Higher Application Conversions
UX optimisations to the founder application journey resulted in a 400% increase in applicants, significantly boosting lead quality and volume.
4. Enhanced Brand Consistency
Delivered a cohesive and elevated brand experience, reflected in positive user feedback and improved perception of the brand’s visual identity and tone.
Product Transformation: Ooyala, Flex Media Platform
Ooyala offered a suite of products used by major broadcasters, but each looked and felt completely different. Before I joined, designers worked in silos across multiple countries without a shared style guide or unified experience framework. This resulted in inconsistent creative directions and user experiences, often causing confusion and frustration for customers using multiple products.
I led a complete experience transformation, unifying the product suite under a cohesive design system that strengthened the brand and reduced task completion time by an average of 3x. Fox Sports became the first client onboarded onto this new core experience, with much of the user research and insight shaped by their needs. To support this, I ran an in-depth user experience workshop with their team in Australia, which helped drive alignment and adoption across Ooyala’s product teams.
Ooyala: Flex Media Platform - Before the transformation
Ooyala: Flex Media Platform - After the transformation
KPIs and OKRs achieved
1. Reduced Friction
Introduced single sign-on (SSO) to create a seamless user experience, eliminating the need for multiple tabs and applications across Ooyala’s ecosystem.
2. Accelerated Workflow
Reduced task completion time by 3x for Fox Sports producers by transforming the UX, enabling faster editing and publishing workflows.
3. Reduced Technical Debt
Defined a new global design and development framework, introducing a scalable design system and componentised implementation approach. This streamlined collaboration across global tech teams and accelerated the time-to-market for the full product suite.
4. Reduced Design Debt
Established a standardised global design language for the design team I led enabling faster design, build, and iteration cycles for both current and future applications.
5. Industry Recognition
The Flex Media Platform won Best of Show at IBC 2022, reflecting the success of the platform’s unified design and innovation approach.