From brand vision
to design application

I partner with agencies, design studios, startups, and global enterprises to build brands and form top-tier creative teams. I bring change and elevate brands — from brand vision and positioning, to art direction, tone of voice and everything in between. Although I am design and creativity led, my biggest skill is spotting and motivating talent.

My most recent project was for Loop Earplugs from 2022-2024, where I was its Global Creative Director. I led the growth of the creative department from 5 people to 50, as well as the full brand transformation, making the brand the icon it has become today. My role as a Head of Creative played a key role in brand and marketing, contributing to raise revenue from €12 Million in 2021, to €126.5 Million in 2023.

My work starts from positioning and long-term vision, and blends conceptual thinking and art/design direction, and it encompasses brand campaigns, brand identity design, strategy and naming, web and e-commerce, UX + UI, photography, video production, social media content, packaging design, 3d visualization, motion graphics, AI and Midjourney, etc.

Over the years I have delivered creative work for clients such as Nike, WeTransfer, KIA, Bloomingdales, Ferrari, L’Oréal Paris, Swarovski, Miro, Scotch & Soda, Mini, Asics, Tommy Hilfiger, Loop Earplugs, Marriot Hotels, Evian, Ericsson, etc.

Competencies

Direction

Creative Direction
Creative Management
Team Organisation
Creative Mentorship
Talent Acquisition
Team Career Evolution

Creative

Brand Vision
Brand Development
Art Direction
Photography and Video
Digital and Print Design
Motion Design
UX+UI Design
Web and E-commerce
3D visualisation
AI with midjourney

Direction Principles

Vision alignment

The team should be fully aware of and aligned with the brand’s long-term plans. This will inspire them and help them make decisions independently.

The 1% Rule

Creatives need sense of progress. Even if the work is not perfect, I can let it go and ask them to do better next time following precise feedback. Small increments every day create a compounding effect in creativity that pays back big time.

Being invisible

I give creatives the opportunity to own their work by staying away from it once we aligned on the creative direction. Creatives tap into their true potential when given full trust to experiment and try new things. However, I make myself fully available when needed.