I’m a Strategic Art Director and Creative Strategist working where design, semiotics, and systems thinking meet. With roots in philosophy, visual communication, brand psychology, and cultural theory, I build frameworks that help brands express their identity with clarity and symbolic weight.
My approach is research-driven and narrative-led. I see branding as a living cultural system: affective, coded, and shaped by history. By weaving together archetypal analysis, myth-making, and semiotic structure, I create strategies that hold both intellectual depth and emotional resonance: form with substance.
In a media landscape of noise and speed, I focus on coherence, depth, and cultural continuity. Much of my work is with new or transforming ventures, guiding them through strategic self-definition: pinning down their values, audience, and place in the wider cultural and economic field.
I’m based in The Netherlands and open to collaborations across Europe.