Trained in industrial design, I treat a brand as something people hold, walk through, watch and share, and design every one of those moments as one system.
| STUDIO | ROLE | SELECTED WORK |
|---|---|---|
| Brand Potential Benelux | Executive Creative Director | Gallagher PREM, RTHA, Coca-Cola |
| HarrimanSteel | Creative Director | Uber, Jordan, Seedlip, Aid Alliance |
| Studio Bonjour Design | Founder and ECD | Canyon, Lapierre |
| Green Room Design | Creative Lead | ASICS, PUMA |
| adidas Brand Design | Art Director / Senior Designer | adidas Clima |
| Le Pub | Strategy and innovation | Heineken |
Trained in industrial design. Former ECD and Acting Managing Director. Based in Amsterdam.
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Gallagher PREM: stadiums at 82% capacity, a league record. Rotterdam The Hague Airport. The Rugby Awards.
See the work →Two years of Uber social impact. ASICS Tennis. Canyon :ON. adidas Clima across four seasons.
See the work →PUMA Skill Cube on Fifth Avenue. Allbirds at Selfridges and Le Bon Marché. Coca-Cola Baco at A'DAM Tower.
See the work →Former ECD and Acting Managing Director. Teams of 10 to 20 across strategy, design, film, PR and production.
Each project: the tension, the idea, the result and my role.
Unpolished beauty.
Double weekly reach from 1.9m to 3.8m: keep loyal fans, win casual sports fans and honour the heritage.
Stop polishing the sport. A name fans actually say, a wordmark that leans in, the sponsor built into the mark.
687m social views (+90%) and stadiums at 82% capacity, a league record. Every fixture live on TNT Sports.
I set the direction and led the team from strategy through identity, motion and rollout.
One night for the whole game.
Four bodies (Premiership Rugby, RPA, RFU and PWR) and a brand-new awards night with no visual history.
A celebratory identity: a palette taken from the season's moments, graphics that move like the ball.
A modular system across digital, print and the live event for the first Rugby Awards.
Proximity is power.
A regional airport competing on a scale it could never win. Its real strength, closeness, was undervalued.
Dichtbij: civic pride for Rotterdam and South Holland, and two minutes from door to plane.
One continuous line draws the control tower and a tail fin. The system runs from fire trucks to cafes and wayfinding.
I led 10 people from strategy to a full-airport rollout, aligning government, airlines and residents.
Reveal the action.
Uber's safety, social and community work was scattered and understated. Self-praise in a pandemic was the risk.
Audit everything, unite it in one ecosystem, and tell it through earners and partners, with proof.
An impact home on uber.com, Everyday Giants, Keys to the City rewards and Noor photojournalism in 11 cities.
I led about 20 people across strategy, creative, production and external partners.
Sell the attitude, not the motor.
E-MTBs were sold as bikes with a motor, on range and specs. The category had no voice.
Power On, Game On: one attitude-led platform for the whole :ON family, told through riders and play.
Every model sold out in its launch window, the first in 24 hours. Four more launches followed.
Strategy, creative direction and production, plus The Crossing series.
Curiosity, not compromise.
People didn't know what Seedlip was or how to drink it, in a category built on sacrifice.
Hello Curious: the Seedlip character takes people on a sensory journey through nature and flavour.
Films by director Jonathan Jones and assets for every key seasonal moment, for Diageo teams worldwide.
Strategy and creative direction.
Hand them the mic.
Launch an American brand's education programme in Paris without looking like a corporate saviour.
Step the brand back. Three city educational partners and their students tell the story, drawn by three Parisian illustrators.
A credible platform for Paris's creative youth, and the blueprint for launching Jordan Wings in London.
Launch toolkit, messaging and content.
Launch the ritual, not the can.
Most FMCG launches are a trade push and a press release: siloed, and not worth sharing.
Earned-first launches planted inside cultural moments, with design and PR working from the first brief.
Coca-Cola Baco at A'DAM Tower, Zero Zero's Switch to gold, and an extended partnership.
I led the design studio and PR practice as one team.
The ball waits for no one.
Real on-court moments where pros go the extra mile, linked to speed and control in the shoe. Djokovic hero films, a year of always-on content with Monfils and Görges, Grand Slam activations.
Idols brought to earth.
A multi-sensory training simulator that is also the shoe trial, hosted by Hamilton, Griezmann and Lukaku. The headline experience and PR draw of PUMA's Fifth Avenue flagship.
Help can come from anywhere.
A logo drawn as a beam of light: simple and bold, and a frame for every image and message. A modular brand mark and playbook, flexible across every channel and partner.
Materials you can touch.
A material-led installation: visitors touch the wool, wood and sugar cane the shoes are made from, in a space built only from ethically sourced, circular materials.
Not made for normal.
Athletes who use the harshest conditions to get stronger, shot in a raw documentary style. A four-season platform across Climachill, Climaheat and Forget Cold.
Get people back together.
A product, not a campaign: a social app on Heineken's on-trade network to plan nights out. Tested in the UK and Brazil; ChinChin launched in the UK.
Design the system that scales first, then sweat the details that make it feel real.
I lead multidisciplinary teams, mentor the next creative leads and stay in the work.
Plan for earned attention from the first brief, not as an add-on at the end.
Faster exploration and production, with people making the creative calls.