I'm a Creative Alchemist based in the beautiful Western Cape, South Africa.

My journey into design wasn't exactly a straight line – it started with architecture, detoured through boutique agencies, and even took a vibrant four-year hiatus immersing myself in the life and cultures of the Mediterranean and the Middle East.

During that time, amidst dancing professionally and handling creative for a Tenor group in Greece and Israel, I didn't just see the world; I learned to see design differently.

That experience, absorbing millennia of history, admiring Tel Aviv's Bauhaus treasures, and feeling the organic pull of Moroccan style, fundamentally shaped my approach. It solidified my belief in human-centric design – the kind that requires deep research and a genuine effort to understand diverse perspectives, much like learning a new language to truly connect.

Today, as Creative Director of my own brand, Sdp. Ateljee, I blend design and photography, guided by global inspiration and driven by a core belief in ethical, collaborative creativity.

For me, this means transparency, authenticity, and fair representation are non-negotiable. It means rejecting rigid hierarchies in favour of peer review, constructive dialogue, and valuing every voice in the creative process – because the best ideas rarely come from tunnel vision.