Practical design, structured thinking, measurable progress.
Hi, I’m Daniel
I’m a brand and digital designer based in Cambridge, with over 10 years experience. I’ve owned and delivered projects ranging from UX platform redesigns and design systems through to physical environments, event campaigns, and print, managing 30+ concurrent accounts and leading work that reached tens of thousands of daily users.
My work spans brand identity, UX research, analytics benchmarking, journey mapping, information architecture, and design systems, alongside campaign work, environmental and wayfinding design, event branding, print production, and template design.
I’m comfortable moving from research to rollout, working directly with founders, marketing leads, and developers to improve clarity, structure, and performance over time.
Outside of work, I’m interested in sustainability, design culture, gaming, motorsport, politics, and how finding out things are built. I enjoy understanding the mechanics and reasoning behind why things are as they are.
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My approach
I work best when I’m close to the brief, understanding the business problem before picking up a tool. That means asking questions early, shaping strategy alongside delivery, and staying involved beyond the initial handoff. Whether I’m working in-house or with an external client, I try to design systems that last rather than assets that date.
I’m comfortable moving between disciplines: brand, UX, digital, print, and campaigns, and between stakeholders, whether that’s a founder, a marketing lead, or a development team. I care about the reasoning behind decisions as much as the output, and I find the most useful work happens when design and business thinking are treated as the same conversation.
A few principles run through most of what I do. I think good design should be evidence-led, grounded in data, user behaviour, and measurable outcomes rather than gut feel alone. It should be sustainable, built with longevity in mind and without unnecessary waste, whether that’s in code, content, or process. And it should be accessible by default, not as an afterthought, but accessibility and a great experience aren’t in conflict. The best work is intuitive, considered, and genuinely enjoyable to use. Those constraints don’t limit creativity; they usually sharpen it.
My time at Redgate Software
In-house digital brand design for a growing SaaS firm
Between 2022 and 2025 I worked as a Digital Designer in the brand team at Redgate Software, a Cambridge-based SaaS company. The role covered a wide range: brand systems and guidelines, UX platform work, employer branding, event design, campaigns, and the fit-out of a new company headquarters. It was varied by nature, and shifted increasingly toward UX-led work over time.
Some of the most substantial projects included leading the redesign of Simple Talk, Redgate’s technical publishing platform, which reversed a year-on-year readership decline and delivered consistent monthly growth. I also built out the Figma design system, managed Canva and Brandfolder asset libraries, and designed booth and campaign assets for events including SQLBits, PASS Summit, and the Flyway with Us international tour.
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Senior designer and co-founder of my own agency
My time at Hay & Rice
From 2017 to 2022 I co-founded and ran a creative agency in Cambridge, working as a senior designer and creative director across brand identity, web design, UX, SEO, and ongoing consultancy. Over five years we delivered more than 70 projects, running around 30 concurrently at peak, for clients ranging from biomedical and technology companies to chambers of commerce, legal firms, and consumer businesses.
The agency’s strength was in long-term relationships rather than one-off projects, designing systems that clients could build on and staying involved through ongoing support, performance monitoring, and iterative improvement. A significant portion of work came through a subcontracting arrangement delivering brand and web projects for international clients, alongside a broad range of direct client work across sectors.
Freelance and contract work
Short term and project-based opportunities
Alongside permanent roles, I take on freelance and contract projects where I can add genuine value. That includes short-term contracts, ongoing retained work, and one-off projects across brand, web design, and design systems.
If you’re looking for a designer to bring in on a project basis, the freelance page has more detail on how that works and what I’ve delivered for clients in that capacity.
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Feedback from clients & colleagues
Dave Convery, Redgate Software
“Dan throws himself into every part of design. When we worked together, he tackled everything from designing our office and building eye‑catching event booths to doing great work as a web and UX designer. Whatever the task, he brought real professionalism and a strong eye for detail.”
Laura Penny, 618 Insight
“We engaged following a recommendation of a friendly, collaborative, and professional approach. Dan got the brief spot on for brand identity, brand guidelines, and logo creation and worked with us in a staged process which made it easy for everyone to agree on a preferred design. The website design process was creative and collaborative. Thanks again and hope to continue working with you!”
Let’s get started
I work comfortably across permanent hybrid roles, contract engagements, and retained freelance collaborations.
I’m used to shaping briefs, working closely with developers and marketing teams, and taking ownership of platforms beyond launch. If you’re refining something already in motion, or building something new, I’m happy to start with a conversation.
