Bringing with him a philosophy that blends strategy, craft, and storytelling, he works with clients facing their most intricate, mission-critical challenges — a fervour for problem solving honed through years of founding and building design teams.

Before New Genre he led design teams at high-growth companies including Vertice, a spend-management platform that scaled from 20 to 300 people during his tenure, and Tessian, a Sequoia-backed cybersecurity firm, where he first met Mihai — a collaboration that would bring them back together at New Genre in a story six years in the making.

As the designer behind New Genre’s own identity — flowers, gradients, a sun-kissed system of signs and found meanings — Leon enjoys playing in the liminal space at the intersection of semiotics and mythology, giving form to ideas that might otherwise remain abstract and immaterial. His focus, like the evening sun casting long shadows, is on shaping work that doesn’t just solve problems, but leaves symbols, narratives, and experiences that endure.

Beyond the studio, Leon finds grounding in gardening — a father each year to hundreds of tomatoes, courgettes, squash, shiso, and always trimming back an out-of-control sprawling Wisteria Sinensis. He lives in South London with his husband Sam and their white-and-orange cat Pikmin, who, like his own creative self, has a habit of wandering into projects uninvited. For Leon, design and the tranquility of gardening are alike: a constant act of tending — of signs, symbols, and living things — until they take root and prosper.