About

I am George. I work from Nairobi with teams across Africa, Europe and beyond.

I started as a founder. I co-founded PlugMe in 2015, a marketplace connecting customers with skilled labour, and ran it for five years until acquisition by one of our investors. That is where I learned to care about outcomes, not deliverables.

I still am one. I run Sanaa Roast, a specialty coffee brand I founded here in Nairobi. I fell for coffee the way I fell for design: through the details. Origin, roast profile, the seconds that separate good from exceptional. Building the brand and its site, from the beans to the checkout, is the same craft in different material. The case study is in my selected work.

Since 2021 I have designed and built products in fintech, logistics, telco and legal for venture-backed teams in Kenya, Nigeria and South Africa.