I am a craft-led Creative Design Leader with a track record in leading teams across the design lifecycle. I have worked with global brands across industries, leveraging my creative toolkit to form world class, innovative digital and physical experiences.

From challenging and framing the brief to seeing a concept come to life, I enjoy working with curiosity and at pace, pushing the boundaries and seeing how the new experience influences the rest of the business.

I was the Head of Creative Experiences at Deloitte Digital London’s innovation team, leading a team on experience concepts from the go-to-market approach to execution. Previously at IBM iX, I was an early adopter in design thinking whilst setting up the new iX studio. With degrees in climate change, I also led DD Sustainable Experiences which included me launching a purposeful experiences toolkit for all internal design practitioners.

I have a penchant for 90s/00s nostalgia and indie aesthetics. My passion project, The Darjeeling Pantry, is a labour of love from concept to packaging. In addition to design, I just want to surf, skate, write, drum, watch films and travel.

Always looking to connect with fellow creatives. Please contact me directly if you want to collaborate.

- Rubia