About Us

We are a consortium of design-loving humans devoted to creating beautiful digital assets.

With over 20 years of design & marketing experience, founder & creative director Carl Thompson leads our team of skilled design professionals in creating digital assets that make our clients thrive online.

Born from lockdown

Requests for creative work came flooding in during Covid-19 lockdown, which proved to be the driving force behind the creation of Foundation Digital.

After selling a business in Singapore (TradeGecko), Carl established a design agency in Auckland, NZL to continue his love of creating businesses.

We are now a team of designers passionate about creating brands, products, and experiences that customers love. We build the foundation of good businesses.

Our sweet-spot

We love creating beautiful things that help people. We adore working with clients that want to do things differently and challenge the status quo.

Bringing ideas to life is what we do. Design innovation is our sweet spot.

Your Team

Gideon Retief
Managing Director

Gideon has accumulated over 15 years of experience in driving business success by delivering world-class digital solutions. His operational skills, client service, and project management experience, accompanied by his passion for innovation, provides him with a platform to help organisations perform in fast-moving innovative environments.

Gideon is passionate about branding, UX, and helping businesses build a comprehensive foundation to get organisations positioned for growth. He holds a comprehensive understanding of current and emerging tech with experience working in high-performance teams, and leading production teams.

Carl Thompson
Creative Director

Carl is a creative director, digital marketer, and brand and marketing strategist with 20 years of experience.

He started his journey at Media Design School at the age of 17 and has since founded companies; Foundation Digital (Agency), TradeGecko (B2B SaaS, sold to Intuit), Contento (B2B SaaS), Crowded Elevator (Apparel), Momentum Marketing (Agency), Bronami (B2C SaaS), NZ Coffee Festival (Event).

Carl has worked with companies both locally and internationally, including; Fonterra, SkyCity, Remix Magazine, The Attention Agency, RAW, Fitwear, NZ Fashion Week, Laminata, Golden Gate Ventures and many, many more.

Frankie Kingston

Frankie is a Web and Graphic Designer who graduated from the Youbee School of Design in 2019, where she studied Web and Graphic Design alongside Digital Design.

In her role as Digital and Web Designer for Zure Edge, she has already worked with reputable local brands such as MONDAY Haircare, Dose and Co., Nood Pet Food, and many other ZURU Edge FMCG brands.

Frankie’s passions align with our own, with an eye for good design, creative and innovative branding solutions as well as a strong illustration skill set. Her hunger to learn, grow and adapt to the ever changing market brings an edge to an already impressive eye for design.

Harry Maher

Harry is a self-taught digital designer with a keen eye for clean modern styles.

His passion for creating beautiful aesthetics wasn’t being met by his previous role as a roofer. With the internet at his fingertips, he dived into many online courses to gain the skills necessary to make the jump from roofer to designer.

Harry’s mature sense of style and hunger for knowledge is something that can not be taught. He adds great value to our resource toolkit and brings a unique and valuable skillset to the Foundation Digital team.

Ring-Ins / Freelancers
Designers, Developers, Copywriters & more

We are truly fortunate to have a large group of talented people we can call in to work with us on various projects.

This distributed workforce works well and allows us to apply the right talent to the projects that require them.