I build brands that thrive in a fast-changing world. The strongest brands reflect culture and are driven by purpose — they spark connection, shape society, and fuel business growth.

I bring ideas to life through strategy, identity, storytelling, and design — blending big thinking with hands-on craft.

With 15+ years of experience across London and Amsterdam, I’ve worked in-house and agency-side across FMCG, hospitality, entertainment, and lifestyle. Most recently, I led the transformation from The Student Hotel to The Social Hub, rolling out a new identity across Europe.

I lead multidisciplinary teams — from strategists and writers to spatial designers, filmmakers, and photographers — shaping brands across every touchpoint.

A maker at heart, I’ve made AI second nature in my process — using it to accelerate concepting and prototyping. AI has streamlined how I work, but emotion is still what connects. I use sensorial, human-centred design to shape how brands make people feel.

I work independently or with a trusted freelance network to deliver high-quality creative — without big agency overhead.