Above all, it’s the energy in our creative purpose that keeps me engaged. This perspective drives me to bring to life our human expression.

I lead as a creative and strategic partner for brands, companies and founders, at the intersection of sports, fashion, and lifestyle work.


I love working on the big picture, balanced with design delivery. Rooted in global experience and creative craft, my fluency informs my evolving taste, aesthetics and leadership style: insights I lean on as both a director and a designer.

World Building: An affinity with curating fresh possibilities and visual storytelling. I lean on my interests, discovering inspiration in the fringes, and from my love for music production, art and literature: connecting this energy into work.


Whether leading cross-functional teams or driving projects independently, I provide clear direction and execution standards required to move original brand and product concept to market roll out.

→ Experience

Calvin Klein

Everykin

Nike

Puma

Tommy Hilfiger

Twitch

→ Mindset

Managing talent, timelines, resources, budgets

Open communication approach

Independent and enterprise mindset

Problem solver > Create an answer

Client & Athlete Insights & interview

Customer journey awareness

Team collaborator

Passionate about design history

→ Places I have lived

Amsterdam, NL

Bristol, UK

London, UK

Nottingham, UK

Nuremberg, Germany

Portland, Oregon, USA

→ Interests

Music Production

Mountain Biking

Art and print-making

Travel

Literature

Strategy & Vision:

  • Strategy & Vision

  • Creative Direction

  • Brand Narrative & Positioning

  • Brand Identity

  • Campaign Writing

  • Athlete / Team Insightm Insight

  • Go-To-Market strategy

Design & Craft

  • Visual Identity

  • Art Direction

  • Graphic Design

  • Concept Development

  • Packaging

  • Product Innovation

  • Apparel Branding

  • Merchandise

  • Social Media Roadmaps

  • Adobe Suite

  • Figma

  • Flora (Basic)

  • Clo3d (Basic)

Leadership:

  • People Mentorship

  • Project Management

  • Presentation

  • Cross-functional Collaboration

  • Technical Design Oversight

  • Partner with founders

Execution

  • Campaigns

  • Social Media Story Telling

  • Pitch and PR Presentation

  • Marketplace Trends

  • Brand Suite Toolboxes

  • Brand Platform CMS

  • Print factory experience

  • Knitwear factory experience

→ Process

At large organizations I have learned the skill of projecting vision, bringing people with you, developing design language and commercializing products.

Consultancy: My entrepreneurial side developed as a freelancer where I would be comfortable working with an array of clients and managing projects. I enjoyed this time where I could take on various creative tasks and learn new skills.

Innovation: When possible, we gravitate to open minded and curious environments where new ideas can come from subtle nuances and changes in approach. I’ve found that to be present, aware and lean into the process, that the innovation can reveal itself and take shape.

On Site: I have worked with manufacturing and vendors in Turkey, Taiwan, China and Europe, where I have gained knowledge and hands-on experience of printing, sublimation, dying, seamless and warp knit, cut & sew, embroidery and packaging.