Dimax was founded by Joanna Steele and Claudy Pinnock Makilanda.

Whilst the origins of the business started in the UK, our focus as a business is very much on the continent of Africa.


Our Director Joanna Steele is encouraged by how technology is being leveraged across the continent to drive efficiencies in long standing industries such as agriculture and health and believes Africa has only just scratched the surface in terms of harnessing the true value of what technology can do to drive enterprise and economic development.

As internet penetration increases year on year, African consumers are becoming more connected and exposed to sophisticated digital experiences.


At Dimax, we help businesses adapt to the changing behaviour of the connected consumer by delivering bespoke, flexible strategies enabling companies to create quality products, services and experiences that better serve their customers to drive business growth. 

Joanna has 10+ years' of digital experience and has worked with multi-million pound, FTSE 100 companies and brands in the UK such as retail giant Sainsbury’s Argos, Mothercare and London 2012 Olympics on award winning campaigns, conversion-driving digital experiences and built online communities that have driven significant sales and revenue uplift.

A certified Growth Master and with a Professional Diploma from the Digital Marketing Institute, she is keen to support startups, SMEs and larger corporates on the continent to help them develop digital excellence. British born of Jamaican heritage, Joanna believes the diaspora can play a part in Africa realising its true potential.

Dimax is a small energetic team with interdisciplinary backgrounds working alongside local partners Box Idea in Congo DRC and LeadMonger in Ghana.


We add strategic insight to creative flair, improving your business through brilliant digital initiatives and help you to achieve growth using best-in-class planning, creativity and technology.

Joanna Steele


We work…

We believe that working closely is the key to success. You know your business best and by working side by side helps us to understand you, your needs and that of your customers. Building great working relationships where all parties can freely share thoughts and ideas is what we are all about and we believe is necessary to help transform your business into thinking and working digitally to help you achieve your business objectives.


We are honest and transparent about what we can deliver. We listen to your needs, analyse the market, visualise a solution before we devise a workable strategy. We drive projects from conception to actualisation, using insight to steer the agreed deliverables and analytics and data to determine success.


Our team is PRINCE2 and AGILE certified. We plan and manage projects using these frameworks, tailoring accordingly to suit your business and the working environment.


We embody…

We’re an ideas company, and we’re constantly coming up with new, creative ways to connect your customers digitally to your business.


We are…
Ultimately, we’re about adding value – delivering tangible results within an agreed timescale, budget and scope - never compromising on quality.​

Contact us today to find out how we can help your business grow.