Empathy, strategy, design, and innovation.

I specialize in shaping brand experiences that resonate across multiple dimensions. With expertise in insight, strategy, concept development, and design, my 30-year career has been defined by a multidisciplinary approach. I’ve honed my skills through close collaboration with service designers, business designers, product designers, researchers, architects, and developers.

In recent years, I’ve embraced leadership roles within design teams, driving value-driven innovation for clients. My work helps brands understand their market and audience, enabling them to communicate effectively, engage meaningfully, and stand apart. Together, we craft unique products and services that are strategically informed, empathetically designed, and executed with meticulous craftsmanship.

I am deeply inspired by the power of bold, unique visions and by individuals who pursue their guiding stars with dedication, teamwork, precision, and humility.

What I work with:

Insight
Customer segmentation
Market positioning
Brand strategy platform
Brand personality (12 archetypes)
Value proposition definition
Visual and verbal identity
Communication and concept development
Design and experience principles
Brand experience
Service and product development

Here is a shortlist of the clients I've had the privilege to collaborate with: