Creative Director & Brand Storyteller
Building brands through insight, creativity, and craft.
Who am I?
Hi, I’m Josie - an award-winning copywriter turned creative leader who believes that the best brand stories are the ones that make people feel something. Raised on rooibos and restless ambition, I cut my teeth in one of South Africa’s top agencies before I’d even turned 23. Since then, I’ve gone on to lead high-stakes campaigns, present to global clients, direct creative work across platforms and productions, and turn tight timelines into career-defining work.
I’m not here to fill space with clever lines or complicated creative. I’m here to build something that matters. The kind of work that hits a nerve, earns a scroll-stopping second glance, or starts a conversation around the dinner table. I write to make people care - about ideas, about products, about the brand behind both. And whether I’m leading a team, shaping strategy, or crafting the final line myself, I give it my all.
What I bring is a rare mix of heart and clarity. I know how to find the emotional truth in a brand and shape it into something bold, human, and impossible to ignore. Strategically-led yet instinctive, intuitive but intentional - I balance craft with curiosity, always chasing the line or visual that makes someone say, “Damn, that’s good.”
Cape Town is home, but I’ve moved to London for the next chapter of my journey - growing into senior creative leadership while working with brave brands who want their stories to not just sell, but stick.
My aim is always the same: clear thinking, strong ideas, and work that actually connects with people. That’s what I love. And that’s the standard I hold myself to.
