Two brands taught meeverything: one shouts,one can’t afford to.

I spent two years making energy drinks look like a night out, and the two after that making asset-integrity software look like something an engineer would actually want to open. The instinct is the same in both — find the one true thing the brand can say, then build a system disciplined enough that other people can say it without me.

I work across corporate identity, campaign art direction, motion and product UI. Seven years, six organisations, four countries’ worth of brand guidelines. I use generative tools daily — Midjourney, Firefly, Runway, Kling — but the direction and the judgement stay mine; they compress execution, not thinking.