A brand and digital design agency partnering with forward-thinking clients around the world
Guided by creative intelligence, we simplify complexity to help brands connect, adapt, and grow.
Brand is where everything begins
Every project begins with understanding your brand - who you are, what you stand for, and where you’re going. That clarity informs every design, line of code, and creative decision we make.
Design and development, seamlessly connected
Our designers and developers work side by side from the start, ensuring every idea is beautifully designed, technically sound, and built for real-world performance.
Built for lasting impact
We’re in it for the long run. building partnerships that grow with your business and deliver lasting impact over time.
Bring ideas to life with our team of strategists, designers, developers, and project leads who work as one.
Justin Robinson co-founded Simplr in 2014 with Grant Medefindt. With more than 26 years of experience across South Africa and London, he has built and led design teams responsible for shaping strong, scalable brands. At Simplr, Justin heads the Brand Design division, developing comprehensive identity systems that translate strategy into enduring visual frameworks. His expertise lies in building corporate brand architectures that scale across markets, ensuring clarity, adaptability and longevity in every system Simplr creates.
Outside of Simplr, Justin balances his creative drive with family life and a love for cycling and running, maintaining the same focus and discipline that define his work.
Andrea Waugh is a multidisciplinary design leader with more than 25 years of experience spanning identity, print, packaging and environmental design. Having worked internationally in the UK and UAE, she blends global craft with local insight to build meaningful, market-ready brand systems. At Simplr, Andrea leads brand and design projects that merge strategic thinking with visual clarity, ensuring that identity systems extend seamlessly into digital and spatial environments.
On weekends, Andrea can often be found hiking Cape Town’s mountains with her husband and dog or exploring the city’s restaurants and vineyards.
Melissa Caccia has 18 years of design experience and international exposure from her time in London. She has contributed to major brands including La Motte, CBC, Standard Bank, Investec, Dubai Tourism, Avis, Clinique, Estée Lauder and Hyatt Hotels. At Simplr, she leads the Digital Design division, where she integrates strategic thinking with user-centric design to create digital products that perform and scale. Her conceptual thinking and commitment to crafted detail strengthen Simplr’s ability to connect brand and technology.
Outside of work, Melissa finds balance through yoga and time spent with her Chihuahua, Lili.
Ray Vogel combines creativity and strategic insight to guide Simplr’s client partnerships. With more than 20 years of experience in corporate marketing, branding and management consulting, he bridges creative execution with business outcomes. His career includes work with leading organisations such as the Industrial Development Corporation, SABC and Eskom. At Simplr, Ray ensures that every engagement aligns brand strategy, creative design and measurable impact.
Grounded by meditation and a love for photography, Ray values simplicity, reason and integrity in both work and life.
Melanie Kvalsvig oversees the day-to-day operations that keep Simplr running smoothly. With three decades of agency experience, she manages workflow, project timelines and resourcing across all teams, ensuring that every project moves efficiently from concept to delivery. Her structured approach, attention to detail and deep understanding of production make her the backbone of Simplr’s internal systems. From traffic management to process optimisation, Melanie keeps the agency organised, accountable and on track.
Outside of work, Melanie enjoys creative projects like crochet, knitting and embroidery — a hands-on balance to her precision-driven work life.
Melissa Sherwin is an accomplished Account Manager with over 13 years in branding, print, packaging and digital design. She manages multi-channel creative projects, builds strong client relationships and ensures smooth alignment between creative teams and business objectives. At Simplr she is a key driver in delivering seamless brand-to-digital solutions with precision and empathy.
Outside of Simplr, Melissa finds inspiration in art, cooking and Scandinavian design.
Nicola Iuculano is an award-winning creative with more than 20 years in advertising, design and editing. After spending several years working across Central America, she brings a global perspective to Simplr’s Motion Design division. Her focus lies in developing dynamic motion systems, brand films and interactive animations that strengthen Simplr’s digital storytelling and enhance our clients’ online presence.
Nicola’s creativity extends beyond work into photography and travel, where she draws inspiration from the cultures she has experienced around the world.
Jonathan Leader, known as Jono, brings a calm, relationship-driven approach to project management. His experience spans multiple industries, enabling him to coordinate teams and deliver projects that meet both creative and strategic goals. At Simplr he ensures alignment between client expectations and Simplr’s multidisciplinary delivery across brand and digital projects.
Away from the studio, Jono enjoys surfing and travel.
Grant Medefindt co-founded Simplr in 2014 with Justin Robinson. With 25 years of experience leading digital design for global brands, he heads Simplr’s Digital Experience division. His focus lies in creating innovative UI/UX design systems, interactive platforms and data-driven brand ecosystems. Grant’s approach unites creativity, intelligence and strategy, keeping Simplr’s digital output focused on clarity, performance and measurable impact.
When not in the studio, Grant can be found surfing Cape Town’s West Coast or running with his dogs on the beach.
With over 16 years of experience in UX, UI and graphic design, Stiaan has collaborated with major brands including ABSA, Investec, Telkom, Eskom, Coca-Cola and Revlon. His expertise covers user research, persona development, wireframing, prototyping and usability testing. At Simplr, he ensures every interface reflects the agency’s focus on clarity, accessibility and performance, translating brand systems into functional digital products that scale.
A design lecturer and fan of dark humour, Stiaan brings both insight and levity to the Simplr team. His Scottish Terrier, Chingu, is a regular at the beach.
Danielle De Matos
Danielle De Matos is a Senior Brand Designer at Simplr with a passion for combining design craft and emerging technology to build distinctive, high-end brands. Having spent several years in Dubai, she has worked on large-scale luxury, retail and residential developments across the region. Her experience in developing sophisticated brand systems and visual identities informs her strategic approach to design. At Simplr, she applies that expertise to create refined, scalable brands that balance creativity, clarity and innovation, often using AI tools to enhance concept development and execution.
Outside of work, Danielle stays inspired by architecture, travel and exploring new design technology.
Daryl Glass has over 18 years of experience in web development with a focus on custom WordPress themes, plugins and full-stack integration. His background in graphic design ensures that every build prioritises both performance and aesthetic integrity. At Simplr he develops high-performing, scalable CMS frameworks that connect brand design to technical execution.
Daryl lives in the countryside with his wife, daughter and three dogs. When away from the keyboard, he enjoys photography and woodworking.
Jade Stander is a Brand Designer at Simplr who brings a crafted and tactile approach to identity design. She supports the Brand Design division in developing cohesive visual systems, extending Simplr’s strategic thinking across digital and print applications. Her sensitivity to tone, texture and composition strengthens Simplr’s ability to create brands that feel timeless yet modern.
Outside of work, Jade can be found browsing second-hand book markets, volunteering with the WOOF project or sampling the best croissants in Cape Town.
Byron Zeelie combines operational insight with creative project management to drive Simplr’s work forward. His background in digital learning design and his experience managing 72 schools in Vietnam have honed his ability to lead teams and manage complexity with precision. At Simplr he ensures that brand and digital initiatives stay strategically aligned, collaborative and on schedule.
Outside of Simplr, Byron draws on his culinary roots as a former chef, finding creativity and focus in the kitchen.
Toki Scannell is a skilled Front-end Developer who creates visually rich and technically precise user interfaces. With knowledge in web development, SEO, and accessibility, he supports Simplr’s digital projects by translating design systems into high-performing, responsive experiences. His keen eye for interaction design and usability strengthens Simplr’s front-end delivery across web and digital platforms.
In his spare time, Toki explores game development or tends to his indoor plant collection.
Bretta Russel-Espin
Bretta Russel-Espin joined Simplr in 2016 and oversees financial operations, ensuring accuracy and accountability across the agency. Her attention to detail and commitment to balance keep Simplr’s financial systems running smoothly and efficiently. Bretta plays a key role in maintaining the operational foundation that supports Simplr’s creative and digital delivery.
When away from spreadsheets, she enjoys mountain walks with her dogs and binge-watching crime series.
Justin Robinson co-founded Simplr in 2014 with Grant Medefindt. With more than 26 years of experience across South Africa and London, he has built and led design teams responsible for shaping strong, scalable brands. At Simplr, Justin heads the Brand Design division, developing comprehensive identity systems that translate strategy into enduring visual frameworks. His expertise lies in building corporate brand architectures that scale across markets, ensuring clarity, adaptability and longevity in every system Simplr creates.
Outside of Simplr, Justin balances his creative drive with family life and a love for cycling and running, maintaining the same focus and discipline that define his work.
Andrea Waugh is a multidisciplinary design leader with more than 25 years of experience spanning identity, print, packaging and environmental design. Having worked internationally in the UK and UAE, she blends global craft with local insight to build meaningful, market-ready brand systems. At Simplr, Andrea leads brand and design projects that merge strategic thinking with visual clarity, ensuring that identity systems extend seamlessly into digital and spatial environments.
On weekends, Andrea can often be found hiking Cape Town’s mountains with her husband and dog or exploring the city’s restaurants and vineyards.
Melissa Caccia has 18 years of design experience and international exposure from her time in London. She has contributed to major brands including La Motte, CBC, Standard Bank, Investec, Dubai Tourism, Avis, Clinique, Estée Lauder and Hyatt Hotels. At Simplr, she leads the Digital Design division, where she integrates strategic thinking with user-centric design to create digital products that perform and scale. Her conceptual thinking and commitment to crafted detail strengthen Simplr’s ability to connect brand and technology.
Outside of work, Melissa finds balance through yoga and time spent with her Chihuahua, Lili.
Ray Vogel combines creativity and strategic insight to guide Simplr’s client partnerships. With more than 20 years of experience in corporate marketing, branding and management consulting, he bridges creative execution with business outcomes. His career includes work with leading organisations such as the Industrial Development Corporation, SABC and Eskom. At Simplr, Ray ensures that every engagement aligns brand strategy, creative design and measurable impact.
Grounded by meditation and a love for photography, Ray values simplicity, reason and integrity in both work and life.
Melanie Kvalsvig oversees the day-to-day operations that keep Simplr running smoothly. With three decades of agency experience, she manages workflow, project timelines and resourcing across all teams, ensuring that every project moves efficiently from concept to delivery. Her structured approach, attention to detail and deep understanding of production make her the backbone of Simplr’s internal systems. From traffic management to process optimisation, Melanie keeps the agency organised, accountable and on track.
Outside of work, Melanie enjoys creative projects like crochet, knitting and embroidery — a hands-on balance to her precision-driven work life.
Melissa Sherwin is an accomplished Account Manager with over 13 years in branding, print, packaging and digital design. She manages multi-channel creative projects, builds strong client relationships and ensures smooth alignment between creative teams and business objectives. At Simplr she is a key driver in delivering seamless brand-to-digital solutions with precision and empathy.
Outside of Simplr, Melissa finds inspiration in art, cooking and Scandinavian design.
Nicola Iuculano is an award-winning creative with more than 20 years in advertising, design and editing. After spending several years working across Central America, she brings a global perspective to Simplr’s Motion Design division. Her focus lies in developing dynamic motion systems, brand films and interactive animations that strengthen Simplr’s digital storytelling and enhance our clients’ online presence.
Nicola’s creativity extends beyond work into photography and travel, where she draws inspiration from the cultures she has experienced around the world.
Jonathan Leader, known as Jono, brings a calm, relationship-driven approach to project management. His experience spans multiple industries, enabling him to coordinate teams and deliver projects that meet both creative and strategic goals. At Simplr he ensures alignment between client expectations and Simplr’s multidisciplinary delivery across brand and digital projects.
Away from the studio, Jono enjoys surfing and travel.
Grant Medefindt co-founded Simplr in 2014 with Justin Robinson. With 25 years of experience leading digital design for global brands, he heads Simplr’s Digital Experience division. His focus lies in creating innovative UI/UX design systems, interactive platforms and data-driven brand ecosystems. Grant’s approach unites creativity, intelligence and strategy, keeping Simplr’s digital output focused on clarity, performance and measurable impact.
When not in the studio, Grant can be found surfing Cape Town’s West Coast or running with his dogs on the beach.
With over 16 years of experience in UX, UI and graphic design, Stiaan has collaborated with major brands including ABSA, Investec, Telkom, Eskom, Coca-Cola and Revlon. His expertise covers user research, persona development, wireframing, prototyping and usability testing. At Simplr, he ensures every interface reflects the agency’s focus on clarity, accessibility and performance, translating brand systems into functional digital products that scale.
A design lecturer and fan of dark humour, Stiaan brings both insight and levity to the Simplr team. His Scottish Terrier, Chingu, is a regular at the beach.
Danielle De Matos
Danielle De Matos is a Senior Brand Designer at Simplr with a passion for combining design craft and emerging technology to build distinctive, high-end brands. Having spent several years in Dubai, she has worked on large-scale luxury, retail and residential developments across the region. Her experience in developing sophisticated brand systems and visual identities informs her strategic approach to design. At Simplr, she applies that expertise to create refined, scalable brands that balance creativity, clarity and innovation, often using AI tools to enhance concept development and execution.
Outside of work, Danielle stays inspired by architecture, travel and exploring new design technology.
Daryl Glass has over 18 years of experience in web development with a focus on custom WordPress themes, plugins and full-stack integration. His background in graphic design ensures that every build prioritises both performance and aesthetic integrity. At Simplr he develops high-performing, scalable CMS frameworks that connect brand design to technical execution.
Daryl lives in the countryside with his wife, daughter and three dogs. When away from the keyboard, he enjoys photography and woodworking.
Jade Stander is a Brand Designer at Simplr who brings a crafted and tactile approach to identity design. She supports the Brand Design division in developing cohesive visual systems, extending Simplr’s strategic thinking across digital and print applications. Her sensitivity to tone, texture and composition strengthens Simplr’s ability to create brands that feel timeless yet modern.
Outside of work, Jade can be found browsing second-hand book markets, volunteering with the WOOF project or sampling the best croissants in Cape Town.
Byron Zeelie combines operational insight with creative project management to drive Simplr’s work forward. His background in digital learning design and his experience managing 72 schools in Vietnam have honed his ability to lead teams and manage complexity with precision. At Simplr he ensures that brand and digital initiatives stay strategically aligned, collaborative and on schedule.
Outside of Simplr, Byron draws on his culinary roots as a former chef, finding creativity and focus in the kitchen.
Toki Scannell is a skilled Front-end Developer who creates visually rich and technically precise user interfaces. With knowledge in web development, SEO, and accessibility, he supports Simplr’s digital projects by translating design systems into high-performing, responsive experiences. His keen eye for interaction design and usability strengthens Simplr’s front-end delivery across web and digital platforms.
In his spare time, Toki explores game development or tends to his indoor plant collection.
Bretta Russel-Espin
Bretta Russel-Espin joined Simplr in 2016 and oversees financial operations, ensuring accuracy and accountability across the agency. Her attention to detail and commitment to balance keep Simplr’s financial systems running smoothly and efficiently. Bretta plays a key role in maintaining the operational foundation that supports Simplr’s creative and digital delivery.
When away from spreadsheets, she enjoys mountain walks with her dogs and binge-watching crime series.
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