As a kid, I wanted this one specific branded t-shirt.

It cost more than the others and, as it often is, especially with fashion items, there was no functional benefit to it, except the feelings associated with the brand.

That hard-to-describe feeling, when a brand creates a need for belonging, a vision for a better life, has been my focus ever since.

Great brands don’t push products; they create conditions for people to convince themselves that they need them in their lives. Underneath are the mental bridges between symbols and meaning, between people and belonging, between culture and sub-culture codes.

For the past 15 years, I’ve been thinking about and building those bridges: thinking about themes, shaping brands, leading creative direction, and designing scalable systems that make big ideas travel across campaigns, products, experiences, partnerships and tools.

From complexity to clarity: I think about what fundamentally matters, then strategically build it at scale in visual, motion, sound and storytelling.

For example?
At BCG, I helped turn a purpose statement into an actionable creative global brand world: theme, drivers, creative design systems, templates, motion/imagery standards, adopted across markets and visible in global social media, publications and in high-stakes moments at events such as Davos, COP and CES.

Over the years, I’ve worked on projects for global names like: Google, Coca-Cola, BCG, Facebook, Samsung, Adidas, Carlsberg, New Balance, Absolut, Honda, Vodafone, O2 Mobile, Audible, Starling Bank, Lloyds, Unilever, Nivea, Shell, Aramco, JLL, and Generali…

…always chasing that same spark I felt as a kid:
When a brand isn’t just recognised, but is felt and believed in.