About

Hi!

I am a multi-disciplinary Art Director and Creative specialized in the journey between trend analysis and tangible products. My career is built on a foundation of 25+ years in graphic design, but my "secret sauce" was brewed during the 10 years I owned and operated my own accessories company. This shaped my unique perspective: overseeing everything from initial sketches to overseas manufacturing and physical distribution.

I’ve learned early on that "great design" isn't just about aesthetics—it’s about business intelligence. I enjoy bridging the gap between brand strategy and product design. Whether I’m art directing a fashion shoot, forecasting next season’s trends, or leveraging AI to accelerate the creative workflow, my focus remains the same: linking a brand’s DNA to the desires of its target consumer. Creating emotions. 


Expertise at a Glance:

Strategic Concept to Collection: I transform an abstract concept into market-ready collections by moving fluently between the creative brief and technical production; planning the creative strategy with the depth and skills to either lead a creative team or personally execute the design

Art Direction: Decades of experience leading fashion shoots and print media. In front of the camera since I was 15, this gave me an early perspective in the industry after which I happily moved to the other side of the camera for art direction 

Tech-Forward Workflow: Integrating AI to push the boundaries of visual storytelling.

The Global Edge: Having lived across multiple countries and being native in both English and Dutch, I bring a cross-cultural background to every project. 

Founder mindset: I understand the importance of the bottom line.