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, turning complexity into visual narratives that are legible, emotional, and memorable.

At Datamaran I invented the brand from zero and scaled the design function from one to ten through Series A, B, and C ($33M, Morgan Stanley Expansion Capital). I led hiring, team structure, and creative direction, building a design culture grounded in ownership and craft. I still work hands-on with teams across product, marketing, engineering, and leadership, moving fast from rough concept to tested prototype and keeping the work measurable.

My path started close to the technology itself, at TomTom, on web content and UX testing for portable navigation, in the era before smartphone maps existed. From there my background spans editorial photography, documentary research at Magnum Photos, museum work at Huis Marseille, and communication agencies and creative collectives in Amsterdam.

Today I work across the full arc, from first principles and strategic direction to AI-native execution. By rebuilding production around AI-native tools, I freed up roughly three prototyping days per sprint across four pods, around 2,000 design and handover hours a year, while keeping the craft high and the outcomes human. I build AI-augmented design systems and executive storytelling frameworks for complex, mission-driven organizations.

Outside of design I play and record extremely loud electric guitars and extremely soft synthesizers, which keeps my sense of rhythm, intensity, and bold expression sharp. I’m also a humble dancer of Argentine tango.

I’m open to leading brand and product work for ambitious teams, in-house or with a studio. Let’s talk.