I’m a Brussels-based brand designer with more than 25 years of experience across environmental graphics, brand systems, publication design, and experiential design.
Raised in multicultural Toronto, I completed degrees in the US and the Netherlands. I’ve since lived and worked in Rotterdam, Antwerp, and Brussels, and spent 17 years in Shanghai. That breadth gave me a deep understanding of how culture shapes communication. Good design is never universal. It only works when it’s rooted in the specific place, for the specific people, at the specific moment.
That shapes how I work. I start by understanding the audience and the context: who they are, what they need, what environment they're in. From there I develop the visual language and systems that communicate clearly within it. Whether that's a wayfinding scheme, a brand identity, or a set of design guidelines, the underlying logic is always the same.
