Mission
What matters is purpose
CREATIVE DIRECTION / ART DIRECTION / GRAPHIC DESIGN
I believe in a hands-on, collaborative approach, one that combines insight, intuition and great execution.
Insight & Strategy
Clarifying context and direction
Every project starts with defining the challenge, goals and user context. This phase may include research, stakeholder input and short-format workshops, all aimed at building a strategic foundation that guides decisions throughout the process.
Concept & Form
Translating insight into creative direction
Based on findings, I shape ideas into concrete concepts, through sketches, design hypotheses, naming explorations, moodboards and narrative frames. This applies to everything from brand identity to campaign direction and product presentation.
Testing & Iteration
Refining through validation
Key components are reviewed and tested when relevant, with users, teams or decision-makers. Feedback is evaluated and integrated with a focus on clarity, usability and relevance, not perfection for its own sake.
Design & Execution
From structure to delivery
This is where form takes over: logotypes, type systems, visual identities, color palettes, iconography, product graphics, infographics and motion. Design choices are made with function, consistency and implementation in mind, across both physical and digital surfaces.
Campaign Development & Shoots
End-to-end creative production
When needed, I lead full creative development and production for campaigns, including concept work, scripting, art direction, casting and location scouting. I collaborate closely with stylists, photographers and videographers to ensure visual consistency and execution. Photo and video shoots are often integrated into a broader launch plan or go-to-market strategy, delivering assets tailored to platform, audience and context.
Delivery & Activation
Ready for implementation
Final assets are packaged and delivered for use in production, digital, packaging or campaigns, including toolkits, manuals, rollout material or launch collateral. If needed, I collaborate directly with developers, production teams or in-house resources to ensure clean handoff and implementation.
