Creating engaging, visual stories for the world’s most respected brands.

I’m a lead all-round designer and art director with over a decade of experience across sport, lifestyle, and fashion. Equally strong in design and art direction, I specialize in building brand identities, creative concepts, and immersive brand experiences—from strategy to execution. I collaborate with brands, agencies, and studios in Amsterdam and internationally, bringing campaigns to life across digital, physical, and retail spaces.

Projects

  • Nike x Foot Locker

    Art direction
    Kids campaign, 2022

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  • KLM

    Digital design identity, UX
    KLM rebranding Travel Well, 2025

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  • Foot Locker

    Art direction
    Menswear brand campaign, 2021

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  • Booking.com

    Identity design
    Sponsorships team, MLB, UEFA, 2024

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  • Tommy Icons

    Identity / activation
    Tokyo Fashion Show, 2018

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  • Sidestep

    Art Direction
    Footwear brand campaign, 2021

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  • Tommy Sport

    Brand identity, graphic design
    Launching a new line with Tommy, 2018

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  • Tommy Drive

    Identity / activation
    Shanghai Drive show, Lewis Hamilton, 2018

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Services

Brand identity

Since founding my design studio, I’ve had the opportunity to create brand identities for a range of clients—from emerging startups to established brands with over 15 years of history in need of a refresh. These projects are especially meaningful to me because they allow for creative freedom over time, unlike more commercially driven work. I love the balance and variety they bring to my practice.

Retail activation

Over the years, I have worked on retail activation design concepts, transforming brand identities and creative campaigns into immersive 3D experiences for window displays, retail stores, and pop-up spaces. My projects have ranged from intimate boutiques to large-scale department stores like Galeries Lafayette and Selfridges, collaborating both in-house with brands and within agency settings. My strength lies in bringing concepts to life within physical spaces, and I thrive on working alongside interior architects to develop detailed 3D models that turn vision into reality.

Clients

Brands

Adidas
Allbirds
Booking
Bugaboo
Foot Locker


KLM
Nike
Scotch & Soda
Tommy Hilfiger

Agencies

Anomaly
Closed on Monday
Colourcake
Harrimansteel
Jamjam

About

I’m a lead all-round creative designer and art director with over a decade of experience across sport, lifestyle, and fashion. In recent years, I transitioned from in-house roles to freelance, collaborating with agencies and global brands such as Tommy Hilfiger, Nike, Adidas, Reebok, Foot Locker, Booking.com, KLM, Bugaboo, and Rituals.

I specialise in crafting brand identities, developing creative concepts, and delivering immersive brand experiences—from strategy to execution. My work spans digital, physical, and retail environments. Starting out as a multidisciplinary designer, I gradually expanded into art direction, leading the creative development and production of large-scale campaigns with a focus on both photography and video.

What I value most about being an all-rounder is the ability to shape every stage of the process—from big-picture strategy to the final retail execution—ensuring cohesive, impactful results.