Brand & Design Systems
I design brand identities and the systems that carry them, mostly for products that have to stay coherent across teams. That usually means visual identity, design language, tokens and components, and the product UI they all live in.
I take inspiration from Italo Calvino's Mr. Palomar, who examines the world by looking at it from carefully chosen distances. I do the same thing with a design problem: I zoom out to find the possibilities and back in to make something concrete, and the movement between those scales is where the concept comes from. Early on, I go wide, generating more directions than anyone asks for, because the first idea is rarely the useful one. Once we agree what matters for the core experience, it narrows quickly.
What I care about is that the concept holds. A logo can look right in a presentation and still fall apart six months later, when someone asks why it is the way it is, so I try to make work that can answer that question.
I trained in architecture and fine art before graphic design, and I've spent the decade since in agencies and freelance practice. I still draw rock formations in ink, obsessively, which is the same question as the work. How is this thing built, and what holds it together?
If you scroll far enough on my home page, you'll hit zines, print experiments, and the food futures work that started as my MFA thesis and never quite stopped.
At the moment I'm at DXC, leading the platform and experience stream on the dxc.com redesign.
WORK HISTORY
- DXC (Amsterdam)
- argo design (Amsterdam)
- frog (San Francisco, Utrecht)
- PARC (Palo Alto Research Center)
VIEW RESUME
SELECT CLIENTS
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Product & platform: AT&T, DXC, Vanderlande, Fluidra, Calamp, Prologis, Burger King
- Brand & identity: Hailo, Dispatch Goods, Latina Coalition of Silicon Valley, Primer Conference for Speculative Futures
- Concept Experience: Barack Obama Foundation, Sam's Club, GAP, Lululemon, Dentsu, Versuni
Made in California
Working in the Netherlands