Building bold, purposeful brands with founders, studios, and in-house teams
Most recently, Creative Director at The Social Hub.
From The Student Hotel to The Social Hub
Creative direction and brand implementation for a bold transformation. Evolving a student brand into a hybrid hospitality company. The new identity launched across 20 properties, supported by a pan-European campaign. The rebrand opened doors to broader audiences, commercial growth, and new investment.
Making room for what matters
A purpose-driven campaign to make room — both literally and metaphorically. Rolled out across all offerings as a unified brand story, driving hotel stays, student bookings, and coworking demand.
The Better Society Academy
A Europe-wide event series empowering the next generation of changemakers — brought to life through a bold, three-dimensional identity visualising the ripple effect of collective impact. Spanning set design, printed materials, digital storytelling, and social content.
No sleep till inclusion is real
An integrated Pride campaign rooted in vulnerable storytelling from the queer community — asking what keeps them up at night. Balancing urgency with celebration, the message took shape in bold public expressions at Pride parades across Europe
Objects of belonging
A celebration of each Social Hub location with a custom symbol inspired by its city. The designs became limited-edition T-shirts, turning merchandise into a tool for connection. Guests were invited to share and tag their shirts online, sparking social buzz across the community.
City guides curated by community
An integrated campaign and content series offering a fresh take on travel — curated by local voices to spotlight hidden favourites and community gems.
Opening doors across europe
A consistent brand presence across new property openings — from hoarding to pre-opening campaigns. Featuring local heroes to build buzz and excitement in the neighbourhood ahead of launch.
Partnerships with purpose
From creative collaborators like BYBORRE to a diverse pool of local ambassadors — artists, entrepreneurs, and changemakers who embody both their community and the brand. Building authentic connections that go beyond branding.
B-Corp certification
Turning brand purpose into proof
A creative narrative and multi-channel campaign marking The Social Hub’s B Corp milestone — spanning brand films, in-hotel experiences, and purpose-driven community activations
Editorial impact reporting
The annual impact report reimagined with bold editorial design and character-led storytelling. A fresh format to track progress on environmental and social goals.
The love language of hospitality
From restaurants to rooftops, a celebration of how food connects people across The Social Hub. Art direction leans into real moments of connection. Delicious macro details and authentic table scenes capture the joy of shared meals.
Credits:
Agencies: 72 and Sunny, Studio Dumbar, 100%, D8, Home, Colourcake, A nice idea
Photography: Elza Jo, Eva Prayce, Maurice van der Meijs, Marie Wanders
Illustration: Phil Arthur, Animation: Charlie Stewart
Special thanks to: Jason Steere, Simon Harrington, Lisa Hogg, Heleen Declercq, My little Puny, Liz van Dijk