I’m a creative director and design leader with 15+ years building brands, products, and visual systems for technology and cultural clients. My work combines brand invention, product clarity, high-craft execution, and genuine editorial sensibility. I create coherent identities across campaigns, digital experiences, editorial storytelling, and product surfaces, translating complexity into visual narratives that are legible, emotional, and memorable.

At Datamaran, I invented the brand from zero and scaled the design function from 1 to 10+ through Series A, B, and C ($33M Morgan Stanley Expansion Capital). I led hiring, team structure, and creative direction, building a collaborative design culture grounded in ownership, craft, and continuous improvement. I work hands-on with cross-functional teams across product, marketing, engineering, and leadership. My approach uses agile, iterative workflows that prioritize rapid prototyping, feedback loops, and measurable impact, helping teams move from ambiguity to clarity with speed and confidence.

My background spans editorial photography, documentary research at Magnum Photos, museum curation at Huis Marseille, communication agencies and creative collectives in Amsterdam. Today, I focus on the full spectrum from concept and design-thinking to applied AI-native creative workflows. I build AI-augmented systems, design systems, and executive storytelling frameworks for complex, mission-driven organizations. I help teams move from first principles and strategic clarity to rapid, AI-powered execution, pioneering workflows that reclaim thousands of hours annually while maintaining high-craft, human-centred outcomes.

Personal note: Outside of design, I play and record extremely loud electric guitars and extremely soft synthesizers, a creative outlet that informs my sense of rhythm, intensity, and bold visual expression, plus I’m a humble dancer of the Argentine tango.