My Story
01 / The Problem
I never planned to be a digital designer. My journey started in luxury fashion design, where I studied at the infamous Royal Academy of Fine Arts in Antwerp, creating for the runway and exploring how clothing shapes identity. But something was missing—I wanted to design for something bigger.
I never planned to be a digital designer. My journey started in luxury fashion design, where I studied at the infamous Royal Academy of Fine Arts in Antwerp, creating for the runway and exploring how clothing shapes identity. But something was missing—I wanted to design for something bigger.
I became fascinated by the way brands actually create culture, how they connect with people, and how design could be a tool for shaping experiences that feel intuitive, immersive, and culturally relevant. That curiosity led me beyond fashion into brand identity, UX/UI, and media strategy—where design doesn’t just look good, but works.
02 / The Pivot
Fashion taught me to prototype relentlessly, refine based on real-world use, and design with purpose—skills that translate directly into UX, digital, and brand design. Just as garments are tested and tailored to fit the human form, great digital experiences are iterated, tested, and optimized for real users. This mindset led me beyond the physical and into brand identity, visual storytelling, and UX/UI design, where I could shape how brands engage, evolve, and resonate.
Fashion taught me to prototype relentlessly, refine based on real-world use, and design with purpose—skills that translate directly into UX, digital, and brand design. Just as garments are tested and tailored to fit the human form, great digital experiences are iterated, tested, and optimized for real users. This mindset led me beyond the physical and into brand identity, visual storytelling, and UX/UI design, where I could shape how brands engage, evolve, and resonate.
03 / The System Thinking Shift
As I moved into UX and digital strategy, I realized that design isn’t just about what people see—it’s about how they interact, navigate, and feel. Every product, website, and campaign needs a balance between form and function, creativity and usability. I learned how to blend bold visuals with strategic intent, ensuring that every brand experience isn’t just striking—it’s intuitive, engaging, and results-driven.
As I moved into UX and digital strategy, I realized that design isn’t just about what people see—it’s about how they interact, navigate, and feel. Every product, website, and campaign needs a balance between form and function, creativity and usability. I learned how to blend bold visuals with strategic intent, ensuring that every brand experience isn’t just striking—it’s intuitive, engaging, and results-driven.
This is where media strategy became crucial. Understanding how content performs, how audiences behave, and how storytelling adapts to platforms helped me refine my design approach. Whether it’s crafting a seamless user journey, an impactful brand identity, or a campaign built to convert, my work is informed by insight and optimized for engagement.
04 / The Data Layer
Over the past year, I’ve worked in media strategy, campaign management, and performance analysis, gaining firsthand insight into:
Over the past year, I’ve worked in media strategy, campaign management, and performance analysis, gaining firsthand insight into:
• What makes people engage with content and brands
• How data refines decisions for maximum impact
• How to translate performance insights into better design
This means I don’t just create visually compelling work—I create design that delivers measurable success.
05 / The Full Experience
Today, I take a full-circle approach to design—from user research and strategic insights to UX/UI, brand development, and campaign activation. My background in skateboarding, punk, and queer culture fuels my work with a distinct point of view—challenging norms, celebrating subversion, and designing for inclusivity. Whether I’m shaping a brand’s identity, optimising a digital experience, or launching a campaign that sticks, my unique career trajectory has shaped my approach to design—integrating:
Today, I take a full-circle approach to design—from user research and strategic insights to UX/UI, brand development, and campaign activation. My background in skateboarding, punk, and queer culture fuels my work with a distinct point of view—challenging norms, celebrating subversion, and designing for inclusivity. Whether I’m shaping a brand’s identity, optimising a digital experience, or launching a campaign that sticks, my unique career trajectory has shaped my approach to design—integrating:
🎨 Full-Service Design – Merging UX thinking, digital design, and storytelling to craft seamless, compelling brand experiences.
🧠 Brand & Content Strategy – Blending cultural insight with media strategy to shape bold, engaging narratives that cut through the noise.
🤝 Collaborative & Agile Execution – Thriving in fast-paced agency environments, working cross-functionally with planners to media owners.
📈 Performance-Optimised Creativity – Leveraging data and audience insights to refine creative execution, ensuring both impact and measurable success.
🧠 Brand & Content Strategy – Blending cultural insight with media strategy to shape bold, engaging narratives that cut through the noise.
🤝 Collaborative & Agile Execution – Thriving in fast-paced agency environments, working cross-functionally with planners to media owners.
📈 Performance-Optimised Creativity – Leveraging data and audience insights to refine creative execution, ensuring both impact and measurable success.
If you're looking for a designer who can craft bold, culturally relevant, and strategically impactful brand experiences—let’s make it happen.