BRAND & CREATIVE DIRECTOR

AMSTERDAM

THE NETHERLANDS

Some brands and places have a certainty to them. A point of view, a world of their own, the right people around them, and somehow it feels inevitable.

That kind of coherence rarely happens on its own. It's what lets a brand attract instead of chase and hold its ground when the season turns. It's the result of real work, and that work takes different shapes.

A growing brand finding its form: creating Anna + Nina from its earliest days. An established media title that needs someone senior to hold the vision during a leave: interim brand direction at Harper's Bazaar. A global beauty brand that wants a local partner to help establish its presence: SENSAI Cosmetics. A renowned hotel adding a new beauty destination to its portfolio: shaping the launch of The Beauty House at Pulitzer Amsterdam.

The shape changes; the work doesn't: bringing taste, depth and desire together, whether I'm directing the brand as a whole, creating the world it lives in, or turning its potential into momentum.

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SENSAI Cosmetics

Content Strategy & Community Building

Harper’s Bazaar

Interim Brand Direction

Pulitzer

Launching The Beauty House

The Collectives

Brand Design & Strategy

anna+nina

Brand Building & International Growth

Full cases available on request.

I work as a brand and creative director, across three areas.

The direction of a brand: defining what it stands for, where it is going, how it holds together, and guiding the people who build it. The making of its world: the collections, the campaigns, how it comes to life. And building its relevance: the right rooms to be in, partnerships with intent, a collection built to land.

The work can take different forms: embedded and ongoing, a single defined project, or leading a brand through a period of transition.