Crafting thoughtful digital experiences that matter. Strategic. Intentional. Heartfelt.
Crafting thoughtful digital experiences that matter. Strategic. Intentional. Heartfelt.


I turn clients bold ideas into unforgettable solutions through the perfect fusion of strategy, creativity and crafted storytelling.
Building what tomorrow remembers.
With 18 years of experience delivering and creating digital products and user-focused experiences across industries. Driven by a simple idea - to craft bold, meaningful and beautiful experiences for the world’s most ambitious brands.
Rooted in design and guided by emotion, my work blends aesthetics with purpose. I translate story into system, emotion into experience and creativity into value — helping brands stand out in an increasingly crowded digital landscape.



Selected projects
Index


Saab 99
Design Lead
Art Direction
Concept Design
Brand Identity
UI
Design System


Saab 99
Design Lead
Art Direction
Concept Design
Brand Identity
UI
Design System


Saab 99
Design Lead
Art Direction
Concept Design
Brand Identity
UI
Design System


Scania
Design Director
Design Systems
Product Designer


Scania
Design Director
Design Systems
Product Designer


Scania
Design Director
Design Systems
Product Designer


AI Smart Solutions
Head Of Design
Visual Identity
Creative Strategy


AI Smart Solutions
Head Of Design
Visual Identity
Creative Strategy


AI Smart Solutions
Head Of Design
Visual Identity
Creative Strategy


Oliver Bonas
Product Designer
Brand Identity
Discovery


Oliver Bonas
Product Designer
Brand Identity
Discovery


Oliver Bonas
Product Designer
Brand Identity
Discovery


EV Startup
Design Director
Product Designer
Brand Identity


EV Startup
Design Director
Product Designer
Brand Identity


EV Startup
Design Director
Product Designer
Brand Identity


Out Of Office
Design Director
Creative Strategy
Product Designer
Discovery


Out Of Office
Design Director
Creative Strategy
Product Designer
Discovery


Out Of Office
Design Director
Creative Strategy
Product Designer
Discovery


Lloyds Bank
Design Lead
Product Designer


Lloyds Bank
Design Lead
Product Designer


Lloyds Bank
Design Lead
Product Designer


House Of Fraser
Design Lead
Creative Strategy
Art Direction
Brand Identity


House Of Fraser
Design Lead
Creative Strategy
Art Direction
Brand Identity


House Of Fraser
Design Lead
Creative Strategy
Art Direction
Brand Identity
F O R S E V E N
F O R S E V E N
F O R S E V E N
Services
Services
(What I can do)
(What I can do)
01
Strategy

I shape clear, insight-driven design strategies that align customer needs with business goals. My approach blends research, design thinking and cross-functional alignment to create direction, prioritisation and clarity. I help teams move from ambiguity to actionable plans, ensuring every decision ladders up to a coherent product and brand vision.
• Audience analysis
• Brand architecture
• Brand positioning
• Competitive analysis
• Design principles
• Research and insights
• Design strategy & discovery
• Cross-functional alignment workshops
• Product vision & north star definition
• Prioritisation & roadmapping
• Opportunity mapping & problem framing
• Prioritisation & roadmapping
• Design strategy & discovery
02
Visual Identity

I craft expressive, scalable visual languages that bring brands to life across digital and physical touchpoints. From colour systems to typography and art direction, I create identities that feel distinct, recognisable and grounded in brand purpose.
• Visual language systems
• Typography, colour, layout creation
• Art direction & imagery guidelines
• Iconography & illustration styling
• Design principles
• Motion identity direction
• Brand asset creation
• Motion identity direction
• High-fidelity concept development
03
Product Design

I lead and deliver end-to-end product design - from insight to implementation. My work balances usability, accessibility and visual excellence, creating digital products that are intuitive, scalable and aligned with user behaviour and business outcomes.
• UX strategy & information architecture
• User flows & journey design
• Wireframing & rapid prototyping
• Interaction design
• UI Design
• Design systems integration
• Usability testing & iteration
• Collaboration with engineering & product
04
Storytelling

I craft clear, compelling narratives that turn complex ideas into meaningful stories. My approach grounds every message in insight, rationale and a strong strategic foundation - ensuring there’s a clear red thread connecting the problem, the thinking and the outcome. Whether shaping a vision, articulating a product story or building a pitch narrative, I am able to tell a story that is both emotionally engaging and logically structured, helping stakeholders understand not just what we created, but why it matters.
• Narrative design & story structure
• Insight-driven storytelling
• Pitch deck creation
• Vision storytelling
• Brand & product positioning
• Red-thread framing: connecting strategy, design, and outcome
• Presentation design
• Executive-level communication
05
Brand Identity

I build brands from the inside out - starting with purpose, mission and core values, then translating those foundations into a cohesive identity that resonates with the right audience. My approach combines deep understanding with clear brand storytelling, ensuring every element is grounded in meaning and relevance. From defining the brand’s narrative and tone of voice to crafting the visual identity, I create systems that scale, differentiate and guide consistent execution across teams and platforms.
• Brand foundations & purpose definition
• Tone of voice & messaging guidelines
• Audience insights & segmentation
• Brand story & narrative development
• Brand architecture
• Positioning & value proposition
• Brand personality & behavioural principles
• Multi-channel brand systems
• Brand documentation & playbooks
• Brand implementation
06
DesignOps

I design and optimise workflows, governance, tools and team structures that enable design teams to work efficiently and consistently. My approach creates clarity, removes friction and ensures design quality scales with the organisation.
• Workflow & process creation
• Design governance models
• Tooling & documentation setup
• Design system operations
• Rituals & Ways of Working
• Resource planning & intake models
• Quality standards & review frameworks
• Cross-functional alignment
07
User Research

I plan, conduct and synthesize research to uncover actionable insights that inform strategy and design. My research supports clarity, reduces risk and ensures product decisions are grounded in real user needs and tailored specifically for the client.
• Research planning & hypothesis framing
• User interviews & contextual inquiry
• Moderated/unmoderated usability testing
• Journey mapping & persona creation
• Insight synthesis & opportunity framing
• Surveys & quantitative input
• Research readouts for stakeholders
• Continuous discovery practices
08
Leadership & Mentoring

I lead with clarity, empathy and high standards - empowering teams to do their best work. I build strong culture, develop talent and create environments where designers feel supported, challenged and aligned to a shared vision.
• Coaching & mentoring designers
• Career development planning
• Creative direction & critique|
• Team structure & capability building
• Cross-functional partnership leadership
• Hiring & team growth
• Vision setting & communication
• Building inclusive design culture
Strategy

I shape clear, insight-driven design strategies that align customer needs with business goals. My approach blends research, design thinking and cross-functional alignment to create direction, prioritisation and clarity. I help teams move from ambiguity to actionable plans, ensuring every decision ladders up to a coherent product and brand vision.
• Audience analysis
• Brand architecture
• Brand positioning
• Competitive analysis
• Design principles
• Research and insights
• Design strategy & discovery
• Cross-functional alignment workshops
• Product vision & north star definition
• Prioritisation & roadmapping
• Opportunity mapping & problem framing
• Prioritisation & roadmapping
• Design strategy & discovery
Visual Identity
Product Design
Storytelling
Brand Identity
DesignOps
User Research
Leadership & Mentoring
(What I can do)
Real words from the colleagues and collaborators I’ve partnered with.
Recommendations
Harpreet guides teams with great clarity and vision. She is an eloquent storyteller who is always able to craft meaning and depth into the breadth of projects that she undertakes. With an incredible eye for detail and an understanding of the big picture which, can only come from years of experience and a true love of her craft.

Rob Dolton
Head Of Design, AFRY Experience Studios
Real words from the colleagues and collaborators I’ve partnered with.
Recommendations
Harpreet guides teams with great clarity and vision. She is an eloquent storyteller who is always able to craft meaning and depth into the breadth of projects that she undertakes. With an incredible eye for detail and an understanding of the big picture which, can only come from years of experience and a true love of her craft.

Rob Dolton
Head Of Design, AFRY Experience Studios
Real words from the colleagues and collaborators I’ve partnered with.
Recommendations
Harpreet guides teams with great clarity and vision. She is an eloquent storyteller who is always able to craft meaning and depth into the breadth of projects that she undertakes. With an incredible eye for detail and an understanding of the big picture which, can only come from years of experience and a true love of her craft.

Rob Dolton
Head Of Design, AFRY Experience Studios