Tom Cavill

Supercritical

Supercritical is one of the world's leading carbon removal marketplaces. I led the creation of the software platform from 0–1, from discovery to iteration; and it is now used by some of the world's largest enterprises. With Annabel Lake, Guy Moorhouse and Tom Rainford.

Supercritical brand

As design director, I oversaw Supercritical's brand evolution, working with talented designers like Aimee Randall, Guy Moorhouse, and Simon Whybray.

CDR credit checkout

One of my proudest achievements at Supercritical was taking a process that once needed months of back-and-forth negotiations and making it as simple as buying a flight — creating one of the first true end-to-end online purchase flows for CDR.

Climate 100

I designed and branded the Supercritical Climate 100 campaign as a rallying point for UK tech companies to measure, celebrate and accelerate their climate impact. The product showcased leaders in the space, but made progress feel accessible by outlining five achievable steps for any company to climb the rankings. It launched with TechCrunch as a high-visibility moment for the industry, positioning climate action as something aspirational and within reach.

Customer Dæmon

After hundreds of hours listening to climate buyers on discovery calls, I built the Customer Dæmon so anyone in the company could query that insight instantly, rather than relying on me as a bottleneck.

I also spearheaded the adoption of AI internally, running company-wide AI hackdays, and designing AI-driven internal tooling to dramatically reduce time to evaluate nascent projects.

Bricklane

I co-founded the fintech Bricklane and led design and product for six years, shaping the visual brand and building multiple generations of consumer apps and internal tooling; now used to process hundreds of millions of pounds in property transactions each year. I also drove product partnerships with Zoopla, Revolut, Monzo and others for distribution.

With Simon Whybray, James Shedden, and Martina Dawidowska.

Heygo

Heygo was a virtual travel startup which raised $20m. I built its design function from the ground up — spanning product and creative — hiring a small, high-output team and contributing hands-on as an IC to ship high-quality work at speed. As part of the leadership team I helped shape strategy and operations, while delivering major web and native app redesigns that improved conversion and retention. I also redesigned the Postcard feature, which generated more than 17 million user-created photos.

Meta (Facebook)

At Meta (Facebook), I led design at Spark AR. I designed a scalable system that surfaced actions that could be taken by Creators on a given Effect, drawn from their usage data.

When presenting my work to design leadership they said it “set the gold standard” for how new features should be designed at Facebook.

Peeps

Peeps was an iOS app I created. It was featured in the App Store and gained over 10,000 users organically, in part down to an innovative sharing feature which let users send videos to friends who didn't yet have the app. I designed the app and built the web services in Express JS. iOS development by Alex Edge.

Knowall

Knowall was a side project I designed and built in Meteor, letting people request book recommendations from friends and watch the list update in realtime — which felt genuinely magical at the time. People liked it (search ‘knowall.io’ on X) and it drove book purchases via Amazon from the app.

DSGN JBS

When I went freelance, I built a design-job board aggregator that pushed openings into a single Twitter feed so I could track roles easily. It grew to 4,000+ followers organically, so I spun up a companion site that generated steady revenue from job posts with essentially zero maintenance.