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, or creating the world it lives in.

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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, which means two things.

The direction of a brand: what it stands for, how it holds together, guiding the people who build it. And the making of its world: the collections, the campaigns, how it comes to life.

Whether it's a whole brand or a single collection, the work underneath remains the same. It’s bringing taste, depth and desire together. What changes is how that work takes shape: embedded and ongoing, a single defined project, or leading a brand through a period of transition.