Head of Design (Global)

Brand transformation, Design leadership, Website overhaul, Global creative direction
Project Overview
As Global Head of Design at Systal, I led the transformation of the company’s brand from a fragmented, inconsistent identity into a modern, unified, and competitive global presence. I oversaw every aspect of design strategy, from brand refreshes and guidelines to major digital initiatives and multi-channel creative, establishing a design culture that elevated Systal’s position in a highly technical, fast-changing industry.
My Contributions
Creative leadership & direction
Global brand strategy
UX/UI design
Digital and Print Design
Multi-stakeholder collaboration
Design operations & governance
Storytelling of complex technical content
Digital transformation
Team leadership & mentorship
The Challenge

‍When I joined, Systal faced key brand obstacles:No cohesive or recognisable global identityOutdated digital presence that weakened credibilityInconsistent design and messaging across regionsTechnical content that was complex and difficult to communicateA need to compete visually with industry leaders (IBM, Kyndryl, Palo Alto)My goal was to unify the brand, strengthen its visual and strategic foundation, and build a design operation capable of supporting global growth.

‍My Role & Leadership

‍As the head of the design function, I Directed Systal’s full brand evolution, including a yearly brand refresh and continuous refinement of our global identity.Acted as brand guardian, creating and enforcing brand guidelines to ensure clarity, consistency, and quality worldwide. Led all creative output, including marketing campaigns, web design, print, events, digital assets, and internal communications. Collaborated across global teams, working closely with Directors, VPs, SMEs, and C-level leaders to align technical content with strong visual storytelling. Built and mentored design capabilities, ensuring high standards and a cohesive creative direction across all deliverables. Set the creative strategy, shaping how Systal presents itself visually and verbally to clients, partners, and the industry.
Global Head of Design
Systal Technology Solutions
Brand transformation, Design leadership, Website overhaul, Global creative direction
Major Initiative: Complete Global Website Transformation

‍One of the most significant projects under my leadership was the full redesign of the Systal website.

‍The Old Site:
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It looked outdated, didn’t reflect the company’s scale, and actively harmed first impressions. My Leadership:

‍Directed competitive analysis and researchLed UX strategy, information architecture, and user journeysCreated the full UI direction and modern visual language, collaborated globally with SMEs to simplify and organise complex technical content. Productised Systal’s service towers into a clear, marketable structure and Oversaw end-to-end creative execution through launch.

‍Outcome:
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A modern, credible, and engaging global site that strengthened Systal’s legitimacy and aligned the business under a unified brand. Brand Transformation Achievements During my time as Global Head of Design, I:Elevated Systal from a company with minimal branding to one with a strong, confident global identity. Developed annual brand refresh processes, ensuring the brand evolves with the business and market.Created a comprehensive visual system, including brand guidelines, iconography, illustration style, and tone of voice principles.Directed the creation of multi-channel global assets -web, social, brochures, events, infographics, and executive content.Improved internal alignment between design, marketing, product, and technical teams.Helped position Systal competitively alongside leaders in the cybersecurity and IT services space. ImpactIncreased brand consistency across international teams Stronger credibility in competitive enterprise marketsImproved client perception through modern, professional designFaster and more aligned content creation with new design systems and guidelines A scalable brand foundation for future services, markets, and growthThe transformation has become a key part of Systal’s ability to attract clients, present itself clearly, and operate as a cohesive global organisation.
Global Head of Design
Systal Technology Solutions
Brand transformation, Design leadership, Website overhaul, Global creative direction