Graeme grew up in a small town in South Africa, where making things was mostly a group activity. He's still chasing that wherever he goes. That instinct took him from King James in Cape Town, where he ran a design department and picked up a Cannes Gold Dolphin and a Pendoring Grand Prix, to Superside, where he built a creative team from scratch. Different scale, same instinct: find people worth building something with, then get curious together.

He cares about the team as much as the output. Some of his favourite career moments have been watching someone he's mentored find their own voice, or a studio running smoothly enough that everyone can actually enjoy the work.

When he's not working, he's buying stationery he doesn't need, rewatching The Expanse for the fifth time, or planning a tribute Dolly Parton zine, and wondering what she and Data (from Star Trek) would have talked about if they'd ever met. His magpie brain is always looking for the odd connection to build into his work: a sci-fi novelist writing rhymes for a kids' stationery brand, a fast-food chain borrowing from a soap-opera trope. Human observations and passions turned into designs and campaigns that connect.

He and his partner moved to Lisbon, chasing slow travel; a year spent getting to know somewhere like a local beats another long-haul trip, and has turned into 4 years. It's also given him more room for his own collage practice: he's collaborating with a painter in Cape Town on a joint exhibition planned for 2027, hosts workshops with the Collage Working Club, and is turning what started as doodles into a small range of illustrated products and gifts.