It doesn’t matter how fast you go if you’re heading in the wrong direction.

Many design agencies and brand consultants enjoy long presentations that sound smart. In my experience, a good strategy should be clear and concise, ideally summarized in a few slides anyone could consume and understand without guidance—leaving space for the most important part of any brand transformation which is the implementation and execution.

Strategy is, simply put, the compass behind every creative decision. To drive results and solve real problems, it starts with a clear vision—who we want to be and how we want to be seen.

My work is about being effective and provide actionable strategies. I take into account both budgets and resources, and I think like an engineer of communication: I aim for the most sustainable and practical usage of resources at each phase of the process. A big budget does not really mean the most effective strategy. Sometimes a simple exercise can generate better results than a million dollar campaign. It’s about finding that path, and this is where I bring unique creativity and an innovative mindset.

Case on point:
One software company asked me to help them gain 1.3 billion customers. They were in the process of finalizing the most expensive campaign the brand had ever imagined. They thought about it traditionally: let’s make a big brand campaign to get the brand known.

This used to work in the past, still might work today depending on the context, but in this case, I found a better opportunity that will cost only internal resources and some work from a software developer. The real problem was not the brand being known, the problem was simply making people use the product for a few seconds. Once you eliminate that barrier, the consumer was hooked, because the product was incredibly good.

So my proposal was to eliminate the entire homepage full of performance marketing obsolete tactics and graphics that were proven to be failed strategies. Instead, the homepage becomes literally the product, so the user is already using it without signups, all frictionless, smooth and flawless. When I shared this idea to the head of marketing, she told me: “where were you all this time?”.

A strategy is only words if it’s not actionable.

In my career I have seen countless times many agencies being months stuck working on strategy decks waiting for client approval. Clients only want to see the actionable result, and the strategy is simply the tool that guides decisions. Also, rebranding is always being seen and complex project that should take a long time to execute. I am a contrarian in this regard.

A rebrand can be executed at any speed, as long as there is a practical strategy behind it.

Case on point: Loop Earplugs
Loop hired me as their creative director to rebrand and elevate their creative efforts. They were stuck in a long, unclear rebranding process. Maarten, one of the co-founders, brought me in for a single consultancy session to explain where they were—and where they felt indecisive. I told them their work lacked direction. The decks were, once again, long and complex with no clear brand structure or architecture.

I suggested what their brand should be about and that they had to start all over again with that in mind. I thought they wouldn’t call me again because I had literally turned down all their efforts.

To my surprise, six months later, they wanted to hire me as their creative director, and I followed exactly the process I had set out in a two-hour call with them.

Loop had become a big company, and the smartest way to use resources was to bring change in stages. This would allow every team to adjust and implement. The results speak for themselves. You can see some of the work in my portfolio section.

What I offer:
I can tackle projects of any size and mostly any budget—whether working hands-on or building and directing teams of top-tier talent. My expertise in design, art and creative direction, plus my extensive network of specialists, allows me to provide the following services:

• Brand identity design
• Tone of voice
• Naming
• Creative and art direction
• Marketing campaigns
• Photography, video and motion graphics
• Web design
• Packaging
• Product and 3D visualization