Senior designer and art director specializing in brand identity, concept ideation and packaging systems. I collaborate with teams to translate complex brand strategies into creative concepts and scalable design systems across different touchpoints.

Approach

I help organizations move from strategy to implementation by developing design concepts that translate into clear, scalable systems. My approach is hands-on, ensuring that creative concepts remain consistent and functional across every consumer touchpoint.

My experience spans FMCG, retail, finance, public sector and technology brands, often working at the intersection of strategy and execution. I’m comfortable working with in-house teams, partnering with agencies, or operating independently where needed.

Brand Identity & Visual systems

ING . Philips . Ministerie VROM . Essent Natuurmonumenten SNS Reaal . Nuon Post NL . Rabobank . UMC Hospital

Retail & Private label

Konmar . C1000

Packaging & FMCG

Honig . Mona . Iglo . Samenwerkende Apothekers . Zonnatura Hak . Euroma Witte Reus . Philips . Versuni

Technology & Consumer products

Philips Shaving . Philips Beauty . Philips Mother & Childcare Philips Sonicare . Versuni Kitchen Appliances . Versuni Coffee Versuni Domestic Appliances

Toolkit

Design & Art Direction:Adobe Illustrator, Photoshop, InDesign,

Conceptual Innovation:Integration of AI-driven tools for ideation, moodboarding, and workflow optimization.