Striking a balance between the polar opposites; emotion and utility, strategy and craft, big picture and small detail. Having a wide experience ranging from a design and liberal arts background to working in diverse settings, I picked up the right experience and toolkit to create solutions that flex and adapt.

I believe in collaborative partnerships that rely on care and transparency. Even though the details are tailor-made for each project, I prefer working through a tried and tested general framework. Together, we start with understanding the context, challenges, and needs in the immersion and research phase. With all the learnings and insights gathered in that initial phase, we start creating the strategic foundation that forms the basis of the visual and verbal brand. Following the definition of the core toolkit and the flexible brand system, we move on to the rollout and activation of the brand in various channels and environments.