Product-first branding

Why ‘fractional’?

You need strategic design leadership most at critical moments: launching a new platform, modernizing a legacy system, building a design system that scales, or translating your brand into digital products that people actually use.

Fractional leadership gives you senior strategic guidance and hands-on execution exactly when you need it, without permanent overhead. You get an embedded partner – typically starting with your defined project, then evolving into ongoing monthly support as your needs grow.

What makes the approach different

Hands-on visual design, not just strategy

You get someone deeply involved in craft and execution. Someone who cares intensely about what ships – not about having everything perfectly documented in Figma. Your strategy matters, but so does the pixel-level quality of what your customers actually experience. Your work needs to feel right, not just be strategically sound.

Product-first branding for your business

Your brand guidelines were probably built for marketing, campaigns, and print. You need those translated into digital product systems – and increasingly, you might want to flip the model entirely: make your product the core brand expression, with campaigns growing from that foundation.

Embedded partnership, not external consulting

You need someone inside your team with direct stakeholder access. Not an agency presenting decks, but a trusted partner in your room (or Slack channel) making decisions alongside you. This embedded approach means your context is deeply understood and decisions move quickly without layers of approval.

Design systems for products, not documentation

You need design systems that accelerate real product development, not comprehensive libraries that look impressive but slow your team down. The goal is your speed and consistency in shipping, not exhaustive component catalogs.

Pair designing with your stakeholders

Your best design decisions happen in real-time collaboration – whether remote or in-person. Through pair designing, your team makes decisions together, iterates quickly, and builds shared ownership of the results. This approach creates better outcomes and ensures everyone understands not just what you're building, but why.

Experience highlights

• 20 years designing digital products, from startups to global brands
• 6 years as independent fractional design leader
• Work with clients ranging from early-stage startups to Novo Nordisk, H&M, Adidas, BMW
• Deep expertise in mobile apps, web platforms, multi-app ecosystems and design systems
• Extensive experience translating brand guidelines into digital product systems

How we might work together

Project-based start (2-6 months)

Most engagements begin with your defined challenge. Redesigning your app. Launching your platform. Building your design system foundation. Merging multiple products into one experience. This phase includes strategic discovery, hands-on design work, and team collaboration.

Evolving to fractional partnership (monthly retainer)

As your work progresses, many clients shift to ongoing fractional arrangements:

• Strategic design guidance as your team scales
• Hands-on work for critical features or launches
• Design system evolution and governance
• Leadership for junior designers or external agencies
• Product-brand alignment as you grow

The beauty of fractional work: senior strategic leadership without full-time overhead, scaled to your actual needs.

Let’s talk

Whether you're launching something new, modernising something old, or building the design capability your team needs – let's explore how fractional design leadership can drive your success.

About this site

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