My practice is a workshop typical of the 21st Century—multi-disciplinary, equal parts inquisitive, scrutinising, and radical.
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Thesis

i.

As much as the mechanisation of work has separated most individuals from the experience of witnessing its creation, new digital media from the internet to instant communication and film-making have continued to separate us from direct contact with the information and services we consume. Modernity worked to push apart the hands of the creator and consumer in every possible way—the writer became detached from the printing press, and the printing press became detached from the reader. Digitisation as a consequence of post-modernity has only served to compound this shift.

ii.

Many companies now sell invisible and untraceable products—the form of which, are never touched or felt, and only experienced digitally. The challenge of visual communicators is obvious—and our direction is as much an exercise in philosophy and truth-seeking as it is in mark-making. Above all, my work hoping to both fulfil immediate design needs in-terms of output, functionality, and appeal—but to also teach those who use it to more carefully scrutinise the material world.

iii.

So while the superstructures of our digital and physical world continue to arrange themselves in increasingly complex and layered ways, design must work to simplify and rationalise this information and decipher it into a digestible and truthful reality—a divine mission during our age of post-truth politics and difficult moral relativism.

iv.

My practice is a workshop typical of the 21st Century—multi-disciplinary, equal parts inquisitive, scrutinising, and radical. I don’t shy away from challenges, and always strive to deliver groundbreaking work. With one eye on the past, contemporary design practice is an exercise in deliberate arrangement and attentive craft. It is a supporting act—an execution on a groundbreaking idea—supporting your next big leap into the unknown.

Values

My work is calibrated by three deliberate values. Forming the the basis of my practice and guiding the approach of both everyday and collective design output, my work is constantly challenged by this philosophy to drive the highest possible quality of execution.

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Brand Heavy, Design Light.

Identity
Direction
Experience

Identity and structure is what gives design strength, and good work should always preserve the aesthetic and competitive integrity of design through confident use of core brand elements—logo, colour, type, and grid.

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Humanist Practice, Digital First.

Listen
Execute
Output

Good design language is human-centric but my strongest executions remain digital. The success of great ideas often hinge on an ability to deploy scalable concepts globally—and my work is built to mirror these experiences digital-first.

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Generate, Measure, Make.

Discpline
Experiment
Scale

Single processes drive multiple outputs. I create in order to disrupt, building data-informed processes and making data-driven decisions. To be successful, designers have to work innovatively where others have given up, scaling the new and challenging in unseen ways.

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Focus

My experience creating agile, digital-first product and brand experiences for technology companies is what focuses the form of my design practice. I work flexibly around my brief, but play to my strengths and have an output that aligns with the demands of a contemporary designer. I don’t design business cards — I build digital brand systems.

Brand

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Brand Activations

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Design Identity

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Logo & Iconography

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Packaging

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Print & Editorial

Product

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App and Web

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Design Systems

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Prototype to MVP

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UI Research

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UX Strategy

Strategy

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Creative Direction

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Design for Go-to-Market

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Startups

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Founding Teams

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Category Disrupters

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Design for Venture Capital

Clients

I’ve been fortunate enough to work with some amazing practitioners, product builders, and visionary executives. Let’s build something together and add yourself to this list.

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Tim Sadler

Co-Founder and CEO, Tessian

“Leon is a superstar. I feel incredibly grateful to have the opportunity to work closely with him and very fortunate that we have him leading our design efforts.”

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Lily Petherick

Growth Lead, Flex Capital

“Leon transformed design at Tessian into a scalable machine with consistently brilliant outputs.”

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Mihai Toma

Founder, New Genre

“A skilled conductor and organiser, a multi-disciplinary producer, a strategic thinker, a compassionate leader, he's a veteran of all things design and a secret gun for any enterprise.”

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Karina Ferdi

Dir. Demand Gen, Yapily

“Leon has an unparalleled design eye, and is obsessive over quality without losing focus on deliverables, output and business impact. I hope our paths cross again soon.”

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Kelli Hogan

VP Marketing, Sylvera

“Leon is the hardest working person I know, and that is not an easy statement to make. He is a clear high-achiever, go-getter and productive creative.”

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Madeline Rosenthal

Dir. Brand, Yapily

“Leon is analytical, a trusted leader and mentor, and incredibly skilled. His passion for a company’s mission is evident in everything he does and anyone would be lucky to work with him.”

Mihai Toma Headshot

Mihai Toma

Founder, New Genre

“A remarkable force of nature of design. When you're talking about Leon, you're talking about precision, scale, and a pragmatic, results-driven vision.”

Tim Sadler Headshot

Tim Sadler

Co-Founder and CEO, Tessian

“Leon is an exceptionally talented multi-disciplinary designer. I'm consistently impressed by both the breadth of work he's able to engage in and has reset my expectations for what we can achieve in design.”

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