Growth should never come at the cost of a brand's soul. I specialize in building the frameworks that allow organisations to scale their visual identity without losing what makes them distinctive. As a Brand Guardian, I make consistency the path of least resistance — giving teams the freedom to work autonomously while keeping the brand precise and impactful.

I spent eight years at UltiMaker, where I scaled the brand through two major growth phases. I led the evolution of the visual identity as the company expanded globally, then took ownership of marketing campaigns, sales collateral, and product packaging across multiple product lines. I contributed to the design system, building reusable components and templates that empowered teams to maintain brand consistency without bottlenecks. The result: faster campaign launches, cohesive customer touchpoints, and a brand that stayed recognizable through rapid change.

I thrive in environments where strategy meets execution. What drives me is the intersection of creativity and business — solving design challenges that directly impact growth, market positioning, and operational efficiency. I value clear communication, structured processes, and the kind of deep collaboration that only comes from working in-house. I don't just design assets — I build the systems that make great design scalable, repeatable, and accessible to everyone who needs it.