CreateFuture

Overview

At CreateFuture, I led both the internal Creative Studio and the Product Design Team, shaping the company’s creative strategy, brand presence, and user-centered product experiences. With a team spanning eight designers and responsibilities across 500+ employees, my focus was on creating a consistent, high-quality design culture that aligned with business strategy and empowered teams to deliver impactful experiences.

Through this role, I combined hands-on design leadership with operational ownership, fostering collaboration across Product, Marketing, HR, and Leadership teams while delivering both strategic and tangible outcomes across digital and brand touch-points.

Year

Client

CreateFuture

Services

Strategy

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Collaboration

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Leadership

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challenge

CreateFuture needed a unified design vision that could scale across brand, product, and internal teams. The organisation was growing quickly, and design quality, team culture, and cross-functional alignment all needed stronger structure, leadership, and consistency to support both operational demands and strategic ambitions.

solution

I shaped the company’s design direction end-to-end, leading both the Creative Studio and Product Design teams. This included developing brand strategy, elevating creative standards, and mentoring junior designers while also managing UX and product designers to align our work with product vision and business goals.

I introduced a collaborative, user-centred design process rooted in research, workshops, iterative prototyping, and clear feedback loops. I partnered closely with stakeholders to influence roadmaps, simplify complex challenges, and deliver cross-functional projects efficiently. Across brand and product initiatives, I ensured our output was intuitive, scalable, and aligned with a cohesive visual and experience strategy.

impact

The impact was both cultural and creative. I built and scaled a high-performing design team with 100% retention, established career frameworks, and embedded best-practice processes that raised design quality and operational efficiency. Creatively, I strengthened the company’s brand and product experiences, ensuring clarity, consistency, and accessibility across all touchpoints.

Ultimately, the work transformed how CreateFuture approached design, creating alignment across teams, improving collaboration, and delivering more intuitive and meaningful experiences for users.