Abby
Abby leads Digital Garden’s strategy, creative direction and new business - while keeping the agency moving forward.
As founder and Managing Director, Abby is responsible for Digital Garden’s strategic, creative and commercial direction. She leads new business, shapes opportunities and oversees the agency, while remaining closely involved at key stages of projects.
Abby works with clients to clarify complex problems, explore what is possible and shape the right digital response. Drawing on her background as a hands-on UX/UI designer, she helps ensure ideas are grounded in genuine user needs and that the original vision carries through from early strategy and creative direction to delivery.
With 30 years of experience in digital design, Abby’s career has spanned Sydney and London. She has created digital experiences for organisations including Westpac, David Jones, AGL, Tourism Australia, Honda, British Gas and the London Stock Exchange.
Abby founded Digital Garden in 2007 after many years designing websites, intranets and digital platforms for corporate and government organisations. This experience gives her a practical, user-centred perspective on running the agency and leading complex digital work.
More recently, Abby has been leading Digital Garden’s adoption of AI and AI-assisted design practices. She is particularly interested in how AI can accelerate research, ideation and prototyping, improve content and digital experiences, and help organisations bring new products and services to life.
Abby also leads Digital Garden’s commitment to responsible business as a Certified B Corporation and is drawn to projects that create positive social, environmental and community outcomes.
She holds a Bachelor of Design from UNSW College of Fine Arts.