I'm Stephen, & I lead design teams that ship work people love.
Design & Creative Leader | 20+ Years in Design | 15+ Years Leading Teams | UX Strategy | Design Systems | Brand & Product Experience
I've built brand & design systems, launched products, and scaled teams. But what I'm really good at is the stuff between the lines: asking the questions that reframe the problem, creating alignment when everyone sees it differently, and building the kind of culture where designers do their best work.
I don't believe in design for design's sake. I believe in clarity, emotional connection, and work that earns attention because it deserves it. I care about craft and speed. Strategy and execution. Taste and systems.
I lead with calm and directness. I give teams structure to stay focused and freedom to explore. My job isn't to have all the ideas—it's to create the conditions where the best ideas win.
Good design works. Great design connects.
And I'm here to help you build both.
When I'm not doing that, you'll find me kiteboarding, which turns out to be excellent training for leading design teams, reading the conditions, committing to the move, adjusting on the fly.
A few things I am proud of.
Integrated AI into design & workflows
Brought generative AI into research and prototyping. Boosted experimentation speed and sparked new ways of working.
Built DesignOps from the ground up.
Created the playbooks, rituals, and design system that now support 100+ designers working across the organization.
Grew designers into design leaders.
Built coaching frameworks that helped designers navigate both craft depth and career direction, creating a pipeline of senior ICs and people managers who now lead their own teams.
Trusted advisor to senior stakeholders
Partnered with VPs and C-suite to shape experience strategy, push design maturity, and drive smarter decisions across the org.
A few places I have been
CIBC. Director of Experience Design
At CIBC I led the creation of True North, the bank’s first enterprise design system, and scaled design into a strategic capability across mobile and web platforms. I guided a 60+ person team, introduced governance and operating models that aligned design with business priorities, and embedded practices that accelerated delivery and improved consistency across every channel. My work transformed design from fragmented efforts into a unified system that supported millions of customer interactions and strengthened the brand’s digital presence.
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Therefore. Executive Creative Director.
At Therefore I served as Executive Creative Director and Principal Designer, guiding both strategy and hands-on design for clients in fintech, education, and technology. I worked closely with the CEO and leadership team to refine the company’s brand, elevate its design practice, and deliver digital experiences that combined strong storytelling with technical execution. My role balanced setting a clear creative vision with staying close to the craft, ensuring the work was both strategically aligned and exceptionally executed.
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Bond Brand Loyalty. Executive Creative Director.
As Executive Creative Director at Bond I partnered with leading organizations across financial services, automotive, retail, and travel to shape how their brands engaged with customers. I led large multidisciplinary teams, guiding strategy and creative direction across digital platforms, loyalty programs, and experiential marketing. My role was to help clients articulate their stories in ways that built stronger connections with customers, strengthened brand equity, and delivered measurable business impact.
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Wattpad. Creative Director.
As Executive Creative Director at Wattpad I led brand design, communications, and strategic partnerships during a period of significant growth. I guided the redesign of the Wattpad brand and shaped creative campaigns that strengthened its global presence in collaboration with entertainment and publishing partners. My role was to ensure the brand expressed its unique voice consistently across channels while building partnerships that extended Wattpad’s reach and impact in the marketplace.
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TAXI. National Creative Director TELUS.
As National Creative Director at TAXI I led all advertising, communications, and experiential work for TELUS across Canada. I directed multidisciplinary teams to deliver fully integrated campaigns, shaping a consistent brand voice across broadcast, digital, and live experiences. My role was to set the creative vision, partner with TELUS executives, and ensure the work built meaningful connections between the brand and millions of customers nationwide.
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