Adriaan Steyn, Product Design Principal
I design complex systems that feel simple. 15 years in design, the last seven focused on enterprise SaaS, AI platforms, and defence, turning ambiguity into products that work for real people.
Background
I started in graphic design in South Africa, spent a decade in digital advertising working my way from designer to creative director at agencies including Ogilvy and Isobar, then moved to Australia seven years ago and shifted into product design consultancy.
Today I head up the design practice at Hide and Seek Digital, overseeing delivery quality, design operations, and a multidisciplinary team building complex digital products in defence, AI/ML, healthcare, insurance, and government. The thread through all of it has been an interest in making complex things clear, whether that's an information architecture, a design system, or an end-to-end product experience.
Product Design Principal
2021–Present · Sunshine Coast, Australia
Heading up the design practice across complex product engagements in defence, AI/ML, healthcare, insurance, and government. Accountable for design systems governance, delivery quality, and design operations across a multidisciplinary team. Clients include Anduril, Seeing Machines, Decisively, Relate, the Australian Federal Police, and National Archives of Australia. Baseline security cleared.
Product Designer
2019–2021 · Canberra, Australia
End-to-end product design from research through to visual design, iterating based on user testing outcomes. Clients included ACMA, Fair Work Ombudsman, Questacon, and Capstone.
Creative Director
2016–2018 · Johannesburg, South Africa
Led the creative team across digital campaigns, UI/UX, VR, and integrated brand work. Responsible for creative strategy, team growth, and client relationships. Clients included Honda, Hennessy, Estée Lauder, MTN, and Hisense.
Digital Art Director
2016 · Johannesburg, South Africa
Led digital creative across the agency's main accounts, collaborating with Network BBDO to integrate above-the-line and digital work. Clients included Mercedes-Benz and Smart Cars.
Digital Art Director
2014–2016 · Johannesburg, South Africa
Digital creative integration within the KFC CoLab, collaborating across social, PR, and above-the-line teams to develop 360° campaigns. Clients included KFC and VW.
“His designs, insights and patience were consistently brilliant, and his contribution went well beyond individual deliverables. He brought fun, intelligent ideas, and a strong sense of collaboration.”
“From the beginning Adriaan showed himself to be the consummate professional and was able to wrangle multiple personalities to stay on topic. The project was delivered on time, within scope and under budget.”
“What truly sets Adriaan apart is his unique ability to create interfaces that are not just visually stunning, but also remarkably intuitive. As a leader, he sets a high standard through his professionalism and collaborative approach.”
“He has an incredible ability to solve complex design and UX problems which result in tangible benefits for both the users and the overall product. His communication skills are top notch.”
“Adriaan always injects his playfulness into his design that makes them a joy to view and use. He ensures the end product is polished and refined to the highest possible standard.”
About
I grew up in South Africa, and before design was ever on the radar, I spent five years travelling. I lived in India for a year just outside New Delhi, backpacked through Southeast Asia, diving in Ko Samui, a two-day boat ride on the Mekong, and the ancient temples of Angkor Wat, and spent nearly four years in the UK, first as a design student, then working in a vodka bar in Newcastle.
I moved to Australia with my partner at the end of 2018. Five years in Canberra, a stint on the Gold Coast, and now the Sunshine Coast, which is where I plan to stay.
Outside of work, I run, hike, read, game, and spend too much time at the beach. I'm bilingual in English and Afrikaans, a long-suffering Man United supporter, and owned by two cats named Avocato and Archie.
Awards
Pause Awards
Winner
Guardian Live, socially responsible impact · 2021
GovHack
2× Winner, Honourable Mention
Bindii · 2022
Cannes Lions
Gold, Bronze
Carling Black Label, Be The Coach · 2012
Clio Awards
Silver
Carling Black Label, Be The Coach · 2012
The One Show
Gold, Silver, Merit, Bronze
Carling Black Label / KFC · 2012–2017
The Loerie Awards
Grand Prix, 3× Gold, 2× Campaign Gold, Craft Gold, Silver Ubuntu, Bronze
Carling Black Label / KFC · 2012–2016
The Bookmarks
3× Gold, Craft Silver, 2× Bronze
Carling Black Label / KFC · 2012–2017
The Assegai Awards
2× Silver, 2× Bronze, Leader Certificate
Carling Black Label / KFC · 2012–2017
The PRISM Awards
Silver
Carling Black Label, Be The Coach · 2012
The Apex Awards
Silver
KFC · 2015
Virgin Active Sport Industry Awards
Winner
Carling Black Label, Be The Coach · 2012
