Portfolio

Artificial intelligence has the potential to shift banking communication from reactive messaging to proactive engagement. By combining behavioural insights with predictive capabilities, client interactions can become more timely, relevant, and personalised, strengthening trust and long-term financial relationships.

Background The Engineering Council of South Africa (ECSA) required executive-level narrative development for its 6th Term Annual Report. This reporting cycle marked a significant milestone, concluding the tenure of the 6th Term Governing Council and the sitting President, while transitioning leadership to the 7th Term Governing Council. The report needed to balance regulatory compliance, financial transparency, institutional achievements, and leadership continuity within a hi

MoneyFit Studio was created as an experiential activation for Nedbank Namibia at the Ongwediva Annual Trade Fair, designed to make financial education feel accessible and engaging. I led the creative strategy, concept development, messaging, and copywriting for the campaign, translating complex financial products into simple, interactive experiences. I also provided hands-on creative direction and managed the designer and set build team to ensure the concept was executed clea

A suite of infographic-led sales tools designed to support go-to-market conversations for a complex IT asset retirement offering. The work translated technical processes into clear, practical materials that sales teams could confidently use with clients across multiple sectors.

A culturally led campaign platform developed to amplify the recreation of the iconic Umqombothi music video. The work focused on heritage storytelling, generational relevance, and African pride, positioning tradition as something shared, living, and relevant in a modern South African context.

A proactive brand partnership concept developed to disrupt Spring by reimagining the season through a monochrome lens. The idea combined cultural insight, editorial integration, and strategic storytelling to position SKIP Monochrome as a bold, modern brand focused on long-term garment care.

A research-led audience segmentation framework developed using survey data to move beyond demographics and better understand audience lifestyles, motivations, and behaviours. The resulting archetypes provided a practical tool to guide content strategy, audience growth, sales narratives, and creative development across multiple magazine brands.

A content-led retail marketing campaign designed to differentiate SPAR Freshline and drive consideration through recipe-led storytelling. Research-informed insights shaped an always-on content system that connected promotional activity with everyday and seasonal meal planning across print, digital, and social channels.

A long-term, editorially integrated brand platform designed to strengthen recognition of Clover’s Way Better World masterbrand. The always-on content system embedded Clover into trusted magazine environments, reinforcing brand familiarity and shelf navigation across multiple product categories over time.

A multi-year financial education platform designed to support financial inclusion through accessible, short-form content. WalletWise combined print, digital, social, and USSD mechanics, evolving annually based on audience behaviour and performance insights to maintain relevance and impact.

A fully integrated hygiene campaign for SPAR Germex, using content-led strategy and multi-channel execution to drive awareness, trial, and sales. The Hygiene Hacks platform translated product benefits into practical everyday usage, delivering strong commercial results across print, digital, social, and programmatic channels.

An insight-led integrated campaign that repositioned Kellogg’s breakfast cereals through personalisation and participation. Shake Up Your Wake Up encouraged audiences to reinvent their morning routine using user-generated content, editorial amplification, and digital engagement, restoring relevance without abandoning the category.