A digital product design and brand agency partnering with forward-thinking global clients

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.

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.

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.

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.

Daryl Glass has over 16 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.

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.

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.

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.

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.

Stiaan Bester has over 16 years of experience in UX/UI and graphic design, collaborating with brands such as ABSA, Investec, Telkom, Eskom, Coca-Cola and Revlon. His expertise spans user research, persona development, wireframing, prototyping and usability testing. At Simplr he ensures that every interface reflects the agency’s focus on clarity, accessibility and performance, translating brand systems into functional digital products.

A lecturer in design and a fan of dark humour, Stiaan brings both knowledge and levity to the Simplr team. His Scottish Terrier, Chingu, is his constant beach companion.

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 travel, photography and the occasional game of golf.

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.

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.

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.

Toki Scannell is a skilled Front-end Developer who creates visually rich and technically precise user interfaces. With expertise in HTML, CSS and JavaScript frameworks, he supports Simplr’s digital projects by translating design systems into high-performing, responsive experiences. His keen eye for interaction design and accessibility strengthens Simplr’s front-end delivery across web and digital platforms.

In his spare time, Toki explores game development, tends to his indoor plant collection and enjoys quiet evenings with his family.

Casey is a graphic designer and illustrator with a soft spot for words. Before Simplr, she worked and lectured in both Concept Art and Graphic Design and now, she channels that experience into producing work that’s as accessible as it is beautiful. She’s especially drawn to projects that blend storytelling with clever, strategic design for a striking outcome. In her dwindling spare time, she can be found sketching, reading, or playing cowboy – either at the stables or with her cow-cats, Saddle and Atlas.

Grant Barnard is a Cape Town–based Front-End Developer and UX/UI Designer with over a decade of experience building digital products that merge strategy, design, and technology. He has led and collaborated on projects across agencies, startups, and product teams — delivering clean, scalable, and user-focused solutions.

Grant’s technical expertise spans Vue 3, React, React Native, TypeScript, and Tailwind, with back-end experience in Supabase, Firebase, and Node.js. Combining strong visual sensibility with solid engineering foundations, he designs and develops intuitive interfaces, SaaS platforms, and mobile apps that balance performance with polish. His work embodies a philosophy of simplicity, clarity, and purpose-driven design.

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.