APPROACH

Strategic

My approach is grounded in research and informed by a deep understanding of my clients' goals and objectives. I prioritise a clear understanding of the ‘why’ behind each decision to inform a cohesive and goal-driven creative strategy that yields tangible results.

Results-oriented

I am focused on delivering tangible outcomes that align with the both the clients' business objectives as well as the user’s. Where relevant, I seek clear metrics and KPIs to track progress and measure success. I am always seeking ways to optimise my approach and deliver even better results.

Collaborative

Collaboration is integral to my approach as a strategic creative. Through open communication and feedback, I ensure that my work reflects the perspectives and needs of all stakeholders. By remaining receptive to diverse insights and approaches, I deliver more effective solutions for my clients.

Future-focused

I approach my work with a future-focused mindset, always seeking to anticipate and adapt to emerging trends and changes. I stay up-to-date with the latest developments in consumer, behavioural and design trends and conduct ongoing research to inform my approach, helping my clients stay ahead of the curve.

Empathetic

Empathy is a foundational design-thinking principal which informs my approach as a strategic creative. I seek to understand the needs, desires, and challenges of my clients and their customers, and I design solutions that reflect this understanding, resonating on an emotional level.

Process-driven

My approach is rooted in efficiency and effectiveness, prioritising streamlined workflows and clear processes to guide my work. By being process-driven, I am able to optimise my approach and continuously improve my output over time, delivering consistent quality and value to my clients.

I hired Dale as the creative director on Cosmopolitan South Africa in March 2020. Reason being that she offers a diverse skill set that is rare to come by. Her design, creative direction and editing capabilities span print, digital (social, web, mailer) as well as video. It is not often you meet such a hybrid multimedia creative. I have also worked with Dale on the brand identity and development of my jewellery brand, Ivy & Lula. She is excellent at interpreting client briefs, working collaboratively to conceptualise and then execute a joint vision. Dale has zero ego, is exceptionally professional, deadline driven and communicative. She is an absolute pleasure to work with, has an eye for current and culturally relevant design, and comes highly recommended by me.

— Holly Meadows, Editor-In-Chief at Cosmopolitan