Brand, Design & Creative Direction for ambitious companies.
Over the past 25 years I've helped global companies, startups and growing brands create identities, design systems, digital products and communication that people actually understand.
From leading Ericsson's global design system to building Houdini Sportswear's visual identity and creating brands from scratch, I combine strategic thinking with hands-on execution.
Whether you need a creative partner for a single project or ongoing support, I become an extension of your team.
What I help companies withBrand Strategy
Helping companies define who they are, what they stand for and how they communicate consistently across every touchpoint.
Design Systems
Creating scalable systems that make products faster to build and brands easier to manage.
AI-supported Creative Production
Using modern AI workflows where they create value while maintaining craftsmanship, quality and consistency.
Creative Direction
Leading projects from concept to production across digital products, campaigns, photography, film and print.
Fractional Creative Lead
An experienced creative leader available without hiring a full-time Creative Director.
Digital Design
Websites, UX, interfaces, apps and digital experiences that balance usability with strong visual communication.
Content Creation
Creating high-quality content that brings brands to life across digital, print, photography, film, presentations and AI-assisted production.
“AI can produce content faster than ever. But without a strong system, it also creates inconsistency faster than ever.”
I don't just design brands. I design the systems that make brands work—across products, organisations and AI-powered workflows.
Selected work
Building ProductsBuilding products keeps me honest.
Client work teaches me how businesses think.Building my own products teaches me how users behave.The two make each other better.
Alongside client projects, I design and build my own digital products.
They allow me to explore new technologies, AI-assisted development, product strategy and interaction design while staying closely connected to the realities of launching and growing software.
Unlike concept work, these products are built for real users solving real problems. Every feature, workflow and design decision is tested against practical use—not presentation slides.
The lessons I learn feed directly back into my client work, making me a better designer, strategist and product partner.
Pinch
All your recipes. One place.A modern recipe platform that brings together recipes from books, websites and social media while helping people plan meals, organise collections and cook with less friction.
Handy Prep
An operating system for professional kitchens.Helping bakeries, charcuteries and commercial kitchens replace paper binders with intuitive digital workflows for recipes, production planning and traceability.
Handy Homes
Managing renovation projects shouldn't require ten different apps.A platform connecting homeowners and contractors through better planning, documentation and communication.
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