Hello, I’m Abi — a Design Lead for tomorrow’s world.
I’m here to shape strategy and craft products and services that deserve to be here.
Hello.
I help mission-driven teams create business and planetary value through design. For over a decade, I’ve worked at the intersection of design, strategy, and sustainability—helping organisations move beyond "less harm" toward regenerative solutions. Today, I work with founders and teams to build brands, products, and services that are viable and vital for our future.
As your fractional design partner,
I will help you:
- Frame your problem and define your roadmap with a solid product strategy.
- Identify needs and opportunities for innovation through human-centered research.
- Develop a brand at speed and validate with your target audience.
- Craft intuitive, scalable digital products and design end-to-end service experiences.
- Bring fidelity to ideas through rapid prototyping and user validation.
- Embed sustainability into your core through brand strategy and impactful storytelling.
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Areas of expertise
I offer over fourteen years of design experience across multiple disciplines and industries. Skilled in developing human-centric brands, products, and services—I know how to bring solutions to market that meet real needs.
- →
Gaining insight
→Exploring potential
→Shaping strategy
→Crafting solutions
How I work
01
I design with a conscience
I am not afraid to ask uncomfortable questions and challenge the brief, approach or process to ensure the strategy, product, or service does not directly or indirectly harm people or nature.
02
I lead with authenticity
There’s no performance with me. I will always lead from a place of truth, with a genuine drive to solve complex problems. With so little time on this planet, I want to create and collaborate with vulnerability and meaning.
03
I am endlessly curious
Submerging myself into the problem space is critical in my process. Asking real people honest questions about their challenges, what makes them tick, and what inspires them is essential to great design.
04
I nurture balanced teams
The health and wellbeing of my team or colleagues is vital. I work hard to build trust and facilitate a safe space that enables open dialogue, empathy, gentle encouragement, and mutual support.
05
I revere separateness and togetherness
To design, think, and lead teams successfully; I incorporate time for deep individual thinking with limited distractions to balance out time for energetic collaboration in more stimulating environments.
06
I am restless
Never satisfied with the status quo, I continuously adapt my methodologies, processes, and tools to fit a rapidly shifting business and market landscape and create original and memorable experiences.
