I'm an experienced brand creative, with over 20 years of proven skills in strategic design, visual identity, art direction, packaging and sonic branding.
Originally from Cape Town and now living in Amsterdam, I work intuitively with both global and local clients. From agile tech start-ups to international FMCG giants, I help brands grow through original, meaningful and strategic brand design.
A pop-culture addict and avid book-collector with a passion for travel.
Projects
- Black Widow ChampagneFor the launch of this range of Blanc de Noirs Champagnes, the client wanted to step away from the regular cliches of traditional french Champagne labels, while still maintaining premium cues that would still ensure a quality perception and justify the price-point. As this is a Blanc de Noirs (black-skinned grapes) produced by craft champagne company, Other Widows, we settled on the name "The Black Widow". Paired with cheeky and playful illustrations by Max Baitinger, we brought the unsung Cham
- Cultuurloop IdentityCultuurloop is a business that sits at the intersection of culture change-management and education. The founders required a flexible identity that could work across presentations and their website, with a library of immediately recognisable imagery that could be used to populate their various touchpoint. While dealing with a serious subject, the identity still needed to reflect a warm, approachable and playful energy. We decided to use the concept of a Möbius strip – a loop with only one surfac
- Other Widows ZineTo bundle together with Other Widows' first mixed case, we produced a short zine that tells the story of the founder, the concept, and more information behind the included champagnes. This limited edition risoprint includes a combination of illustration and photography to create a down-to-earth but qualitative first impression of the products.
Work history
Partnership Creative DirectorDesign Bridge and Partners
- Amsterdam, NetherlandsFull Time
A passionate and hands-on Creative Director, specialising in brand identity (brand design, motion, environment & online/mobile) and strategic-based packaging (spirits, FMCG & luxury).
The partnership role includes the internal management responsibility for the full Amsterdam design team (±35 people), reporting to the CEO & CCO on all relevant topics including recruitment & team development, creative standards & philosophy, and initiatives & new business development.
Day-to-day key responsibilities included:
Creative strategy & brand direction, team inspiration, briefing & reviews
Overall vision for original, breakthrough creative output of design team
Development of strong client relationships across key accounts
Presentations, pitches & new business development (with Client Service team and Strategy)
Resource & time management for team, job & talent allocation, project budget planning
Recruitment of studio talent, with ongoing mentoring & performance monitoring
University and student engagement
Skills
- Creative Strategy
- Creative Direction
- Design Direction
- Art Direction
- Design
- Management
- Brand Design
- Packaging Design
Education
A
A
Diploma in Graphic DesignAAA School of Advertising
Cape Town, South Africa