I help brands define who they are, how they show up, and how they connect with people. Good design goes beyond appearances. It focuses on clarity and strategy. Most importantly, it captures a brand’s true vision.
Hey, I’m Claudia, strategist, designer, and creative problem solver. I believe branding is part strategy, part storytelling, and a little bit of magic. It’s about piecing together ideas, visuals, and experiences in a way that makes people feel something real.
Every project is a collaboration, with strategy at its core.
With a background in tech, branding, UI, UX, and storytelling, I bring a unique mix of strategy and creativity to every project.
H.A.N.D. started as a way to do things differently. To create thoughtful, strategic brand experiences that reflect the people behind them. It’s about finding clarity, telling real stories, and making something that lasts.
Good design should feel like a firm handshake, not a bait-and-switch. With tech evolving rapidly, brands have an opportunity to create meaningful, people-first experiences. I believe design has the power to shape how people interact with the world, and with that comes responsibility.
Ethical design focuses on clarity, accessibility, and authenticity. It aims to enhance experiences, not manipulate them. My role is to guide brands through this process. I ensure their visual identity and user experience reflect their values and build genuine connections.
Growing up on a farm in South Africa, I spent my days racing quad bikes, building Lego houses, and gaming (Street Rod 2 was my first racing game). My dad had one rule: I had to study something. University didn’t seem like my path, so I chose something hands-on and practical, web development. Turns out, I had a knack for it.
I graduated as Top Achiever in my class (which surprised even me) and started working while studying, quickly realizing how fast tech evolves. My transition from front-end development to brand strategy and digital experience design felt natural. I loved the storytelling aspect of branding and UX.
In 2019, I joined Inrange Golf as their solo designer, shaping their brand identity, UI/UX, and marketing strategy. Over 5-years, I helped expand their design ecosystem, from the initial app to new product offerings and a B2B platform, collaborating across teams to push the boundaries of player experience. That same year, I moved to New Zealand, balancing remote work with my newfound love for kickboxing and weightlifting.
After years of working for other companies, I reached a turning point. A mindset coach helped me realign my focus, leading me to reflect on what kind of work-life balance I wanted and how I could shape my career to reflect my values and creativity. Five years of remote work had taught me to be incredibly mindful of my time, and I realised I valued balance, creative freedom, and working with brands that give a damn.
Starting How About Now Design wasn’t just about working for myself—it was about creating a different kind of partnership. One where brands have the space to explore their identity, develop intentional strategies, and build something that feels authentic to them. My focus is on long-term relationships, not just deliverables.
(You can tap each fact to reveal it for a bit of fun!)
I dream of owning a 1969 Ford Mustang in blue with white racing stripes one day, but for now, my hybrid keeps me grounded (and fuel-efficient).
Mass Effect, Baldur’s Gate 3, Horizon Zero Dawn—if it has an epic story and stunning visuals, you’ll find me immersed in it.
From Zumba instructor to kickboxer to powerlifter, lifting heavy things keeps me balanced—and yes, I aim to look like I could kick your butt (nicely, of course).
Coffee fuels my creativity and productivity. Protein shakes are a close second, but coffee will always be my first love.
I once managed to kill a cactus (more than one, actually), but now I’m proud to say my houseplants are thriving. Lesson learned: less is more.
Designing and building my own house filled with gaming collectibles, a fancy home gym, and way too many books.
I work closely with brands to create their identity, refine their message, and build experiences that match their goals. Each project is a collaboration, shaped by strategy, design, and a clear grasp of what makes a brand special.
I love working with brands that:
The best work happens when brands aren’t afraid to get a little weird, try new things, and build something with depth.
