Global design lead, Reserve, Scotch and Gordons. My role at Diageo was to lead and support our global marketing teams on all things design, brand Identity and omni-channel comms for Diageo reserve and scotch. I took part and developed design strategies, Brand/visual ID guidelines, branded event experiences and retail design, packaging, comms and digital. A big part of the work was making sure our different brands would continuously stay consistent, distinct and fresh in the world of premium luxury spirits.

OBJECTIVE: Creating a strategic and creative platform for the new Heineken 0.0 Partnership with padel clubs, Premier Padel tournament and Playtomic. Padel has outgrown the status of a niche sport - it’s now a global movement. With more than 30 million players worldwide and over a million new ones joining each year, it’s the fastest-growing social sport on the planet. What makes padel unique and a great fit for Heineken isn’t just its accessibility - it’s its energy. It’s urban, inclusive, and built for connection: a game where competition ends in conversation. Players come for the rally, stay for the rhythm, and often finish the match with a shared beer and a story to tell. And to top it off, We partnered up with one of the biggest tennis stars of all time, Serena Williams, who is now part of the Heineken® 0.0 crew.

MOP LIKE IT’S 2025! Objective: Working with a core team in partnership with external agencies, we wanted to transform a category which hasn’t seen any real change - traditional mopping. For Philips/Versuni, the ambition was to challenge the category norms and create a sub-brand that could stand out in the floorcare category when launching. To do this, we needed a shift in our brand behaviour, visual identity and messaging for us to be able to compete and launch in a mass channel environment. And the best way to get the message out... the social and digital space, connecting with influencers and new customers to create buzz on social and sales through online retailers.

OBJECTIVE: In partnership with Amigo agency in London, I was asked to develop a strategic naming and brand identity design exploration for a new EU backed lithium mining joint venture in Serbia. Starting from a blank slate, the project created several distinct brand concepts designed to position the venture as a symbol of innovation, economic growth, and sustainable progress for Serbia. The work reimagined perceptions of mining by moving away from traditional industry stereotypes and establishing a future-focused identity system capable of living across environments, operations, products, communications, and community engagement.

Visual identity for a high end interior furniture maker in Amsterdam.

OBJECTIVE: RTD’s is a category within the spirits worlds that is growing fast and established brands are fighting against a title wave of start-ups entering the markets. Working closely with Dynamo Creative Agency in Dublin for a design sprint, developing pack concepts for new consumers, categories and markets.

Objective: Elevate a small passionate home brewer is south of holland, to become a serious player in the micro-brewery market. Turning an old farm into a full brewery experience and destination. Brand ID and design, interior and experience design and architecture.

Objective: Create a new, fresh, engaging and contemporary Amsterdam based yoga brand and interior which reflects the progressive vision of our client. How could we break the barriers of traditional yoga and make it feel welcoming to everyone. We wanted to make the visitors, beginners and experienced yogi’s, feel that the most intense and challenging form of yoga is not only for a chosen few, but accessible to all. We created a space and brand which embrace its visitors and making them feel welcome. Brand ID, design and interior design, strategy, Copy and photography.

Evolution of visual ID and packaging across portfolio, Placing the Bull at the forefront of the brand. Brand ID, packaging and on-trade material. (Created with the team at Mountain Design)

graphics, environments, print packaging for Nike sales event (created with the team at NIKE Hilversum)

Objective: Re-design of the common areas and Collab for three current locations. Keeping with the STH spirit of fun, inviting and playful environments across all locations, while giving each hotel its own look and feel. (Amsterdam, the Hague, Rotterdam). Interior architecture/design, wall graphics and wayfinding.

Retail campaign, bose and mercedes F1 team. Concept and design.

Objective: To create a leapfrog store format for non-highway gas stations to establish Shell as a premium roadside food retailer in urban areas. Brand design, packaging, in-store communication and interior design.

Objective: NIKE RED campaign launch in London. Retail and window graphics for Nike Red for the retail space of Nike town London and other locations. (Created in a team at Nike brand.)

Re-design of Nike store Athens. Creating retail graphics, way finding, lighting decor and environments. (created with the retail team at NIKE Hilversum)

Creating all packaging and sales material for a wellness and cosmetics company in Los Angeles, CA.

Creating the first physical packaging for the Eneco Toon thermostat. Putting much focus on the un-pack experience to help both the consumer and technician.

Creating a distinct visual identity and website for a new energy supplier start-up in The Netherlands.

Sweden inspired Illustrations for a Swedish Ice cream maker GB Glace, owned by Unilever. I was asked by the agency Mountain Design to create illustrations to be used as patterns across 3 diff. flavours. (Packaging design made by Mountain design)

A selection of logo design and visual identities. "It all starts with a story and pen and paper"

A mix of personal studio work, mixed media