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Heidie Aitken

@heidieaitken

Brand designer and creative director at Seriti, refreshing its brand and building an AI-assisted template system that cut emailer production time.

South Africa

Message

At Seriti, I lead the brand refresh alongside a weekly communications pipeline of 10 to 15 emailers, with a team of six. I built an AI-assisted template system in Claude Design that cut emailer production from three hours to two while keeping standards and approvals human.

As a freelance brand designer and creative director, I led identity and guideline work for MTN, Telkom, AECI, Liberty, Seriti and JLL. I stay hands-on across brand applications, digital layouts and campaign work, from pitch through rollout.

For Roche, I developed a multi-market ophthalmology campaign across six African countries, adapting the creative to each market’s health context and compliance requirements. I also redesigned the Seriti Power and Seriti Green websites and directed supporting brand videos.

My work has included long embedded assignments on MTN and Mercedes-Benz, as well as client-side brand and marketing work at Virgin Money. I’ve led creative teams and taught advanced design principles and visual communication at the University of Johannesburg / Vega School.

Experience

Work history, roles, and key accomplishments

Current

Freelance Brand Designer & Creative Director

Current

Self Employed

Sep 2018 - Present (8 years 1 month)

Brand and creative lead for blue-chip clients, embedded long-term in client and agency teams, from pitch through to rollout across web, social, email, print, video and live events. Led brand guideline and identity work for MTN, Telkom, AECI, Liberty, Seriti and JLL, acting as brand custodian across every touchpoint.

Brand Identity Brand Guidelines Digital Design Campaign Design Web Design Social Media Email Marketing Print Design Video Event Design AI Enhanced Production Team Leadership

Current

Brand Lead

Current

Seriti

Lead Seriti's brand refresh alongside a weekly comms pipeline of 10 to 15 emailers plus posters, leaflets, social assets and booklets, with a team of six. Built an AI-assisted template system in Claude Design that cut emailer production from three hours to two, with every standard and approval kept human.

Brand Management AI assisted Design Email Marketing Team Leadership Web Design Video Production

Creative Director

Grid Worldwide

May 2024 - Dec 2024 (7 months)

Embedded on MTN, working exclusively on the account. Led branded TTL campaigns across activations, digital and B2B.

Creative Direction Campaign Management B2B Marketing Digital Marketing Brand Activation

Creative Director

Network BBDO

Feb 2022 - Apr 2024 (2 years 2 months)

Embedded on Mercedes-Benz, working exclusively on the brand. Localised international campaigns, voice and tonality for South African audiences across digital, social, print, video and events.

Creative Direction Brand Campaign Localization Digital Marketing Social Media Print Design Video Production Event Marketing

Senior Digital Designer

Wunderman Thompson

Sep 2017 - Aug 2018 (11 months)

Led design strategy and visual execution for Telkom, building a cohesive digital design language that improved user engagement by 17%. Worked with copywriters, developers and UX designers to take digital campaigns from concept to delivery within strict corporate guidelines.

Digital Design Design Strategy User Engagement UX Design Campaign Management Corporate Guidelines

Freelance Creative Director

Self Employed

Nov 2015 - Sep 2017 (1 year 10 months)

Brand and creative lead for agencies and corporate SMEs: corporate branding, graphic design, events, brand activation, and social and digital strategy.

Creative Direction Branding Graphic Design Event Design Brand Activation Social Media Strategy Digital Strategy

Brand and Marketing Manager

Virgin Money

Sep 2010 - Oct 2015 (5 years 1 month)

Owned brand standards, marketing direction and creative governance client-side in a regulated financial-services environment. Oversaw the launch of Virgin Money Life and the relaunch of Virgin Money Insurance.

Brand Management Marketing Strategy Creative Governance Financial Services Campaign Management Agency Management Budget Management Compliance