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 knew that I wanted to design products with greater, universal impact.
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 knew that I wanted to design products with greater, universal impact.
That curiosity led me beyond fashion and into the worlds of brand identity, UX/UI, and media strategy, where design isn’t just expressive, but behavioural. I became fascinated by how brands shape culture, how products build trust, and how intentional design can guide people seamlessly through complex experiences.
02 / The Pivot
Fashion taught me to prototype obsessively, refine through feedback and design with intention; skills that translate directly into UX and product thinking. Just as garments are cut, tested, and tailored for the body, digital products must be shaped and refined for real users.
Fashion taught me to prototype obsessively, refine through feedback and design with intention; skills that translate directly into UX and product thinking. Just as garments are cut, tested, and tailored for the body, digital products must be shaped and refined for real users.
As I grew into brand design and user experience, I discovered how strategy, storytelling, and structure intersect to shape the ways in which people perceive and interact with products.
03 / The System Thinking Shift
Working in media illuminated how content performs, how audiences behave, and how storytelling adapts across platforms — all of which deepened my understanding of the full user journey.
It taught me to think beyond screens and into systems: how design impacts flow, function, and performance. That lens has shaped me into a designer who thinks holistically: mapping patterns, identifying pain points, and building scalable, insight-led solutions.
04 / The Data Layer
In media and performance strategy, I gained firsthand experience in how audiences behave, what makes them click, and how content adapts across platforms, shaping my design approach:
In media and performance strategy, I gained firsthand experience in how audiences behave, what makes them click, and how content adapts across platforms, shaping my design approach:
• How to extract insight from data and transform it into actionable design
• How performance metrics sharpen creativity
• How to build for people, not just personas
Underlying it all is a defining part of my practice: I’m deeply intentional. Whether choosing a typeface, mapping a journey, or styling an interaction, every design decision I make serves a clear purpose. That same thoughtfulness guides how I communicate, from crafting copy to presenting in front of hundreds, always aiming for clarity, connection, and a spark of charm.
05 / The Full Experience
Today, I take a full-circle approach to design, from user research and user flows to brand storytelling and campaign activation. My background in punk, skateboarding, queer culture, and visual art gives my work a distinct edge: expressive and inclusive by design.
Today, I take a full-circle approach to design, from user research and user flows to brand storytelling and campaign activation. My background in punk, skateboarding, queer culture, and visual art gives my work a distinct edge: expressive and inclusive by design.
I bring that same spirit of curiosity and challenge into every team I join, whether shaping a brand’s identity, wireframing an onboarding journey, optimising a digital experience, or developing a campaign that sticks.
What I bring:
🎨 Full-Service Design – UX thinking meets brand craft: from journeys and wireframes to interfaces and visual systems.
🧠 Strategic Storytelling – Design rooted in culture, performance, and purpose.
🤝 Collaborative & Agile Execution – Agency-sharp. Detail-driven. Team-first.
📈 Insight-led Creativity – Making the complex feel human. Making the creative work harder.
🧠 Strategic Storytelling – Design rooted in culture, performance, and purpose.
🤝 Collaborative & Agile Execution – Agency-sharp. Detail-driven. Team-first.
📈 Insight-led Creativity – Making the complex feel human. Making the creative work harder.
Oh — and I also scream in a hardcore band, play Dungeons & Dragons, obsess over pro-wrestling aesthetics, and sketch for fun. I like when design breaks the rules (but never the grid).
If you want bold, strategic design from someone who brings both edge and energy to the room — let’s make it happen.