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I’m a freelancer who specializes in… from…
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Employment and project experience
Senior Designer Acme Co.
January 2017 - March 2017
UX Designer Microsoft Inc.
January 2019 - March 2019
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Beginner
Beginner
Language
German
Fluent
English
Fluent
German
Advanced
Dutch
Advanced
Work Experience
Co-Founder/Designer at 2SOM studio (UK)
October 1, 2004 - Present2SOM studio is a creative consultancy set up in 2004 with partner Laura Keller, in Amsterdam, offering a range of specialised Design, Trend-led Forecasting and Marketing Services. Originally targeted at the global Sportwear, Fashion and Textile industries, but, in recent years, extended to incorporate broader Product Design, Brand ID, Packaging Design, Marketing Strategy and Digital UX to a diverse range of brands and Service-led industries.
Creative Director / Brand Designer at The Pet Guru
August 1, 2023 - PresentCreative direction and design of the brand identity for a start-up natural pet care consumer brand: including Logo, Packaging, Marketing Collateral - including Apparel and Accessories, Website, User Experience and Social Content. Leading Brand Creative Strategy to first launch, and now grow, business across different B2C and B2B sales channels.
Creative Director / Brand Designer at Concrete & Wax
October 1, 2025 - September 17, 2025The Creative Vision behind the Brand Identity, unique Modular Design Concept and Physical and Digital presence of this artisan homeware brand.
Collaboration Project Designer at Nando’s (Amsterdam/London)
March 1, 2017 - September 17, 2025Collaborative project with London based African artist Alexis Temomanin, and FFH studio in Amsterdam, to re-imagine the South African multi-national fast casual restaurant chain’s staff uniforms.
Creative Director / Visual Identity at View2 Magazine | View Publications (Amsterdam)
March 1, 2017 - September 17, 2025Alongside the publisher, editor and art director, responsible for the Set-up, Creative Direction and Visual Identity of a 250-page bi-annual B2B Trend Forecast Magazine for the Denim, Casual and Sportswear markets. (Issues 1-22, global circulation ~15k.)
Seasonal Concept Director / Menswear Designer at Under Armour (Amsterdam/Hong Kong)
March 1, 2017 - September 17, 2025Seasonal Concept Direction and menswear Apparel and Graphic Designs for a new Urban Lifestyle collection. Working directly with VP and team at Li & Fung Sourcing in HK for fit and development.
Senior Apparel Designer / Graphic Designer at Härkila (Copenhagen)
June 1, 2016 - September 17, 2025Seasonal Designs of High-Performance outdoor and hunting products for the Performance, Endurance, Classic and Essentials collections. This included the Creative Direction, Apparel and Graphic Design, Colour and Fabric Selection, Trim Development and Technical Specifications.
Seasonal Creative Director at Robe De Kappa | DongXiang Group (Beijing)
June 1, 2012 - September 17, 2025Setting the Seasonal Creative Direction, Core Trends and Colour Palettes, as well as leading a team of freelance designers to create a comprehensive signature design direction for multiple men’s and women’s sport-inspired lifestyle apparel collections consisting of 150+ pieces per season.
Art Director / Design Lead at Ellesse | Primer Group (Hong Kong)
June 1, 2012 - September 17, 2025Setting the Creative Trend and Art Direction and leading the Design, Sourcing and Development Process across all product categories for both men’s and women’s ‘Heritage’ and ‘Sports Chic’ sport lifestyle collections specifically designed for SE Asian market.
Brand Strategy, Creative Direction at Flo/Lumberjack
May 1, 2025 - September 17, 2025Cross category Brand Strategy, Creative Direction and Apparel Collection Designs for Turkey’s largest footwear retailer to assist their venture into stand-alone clothing stores.
Education
BA (Hons) Fashion Design at University for the Creative Arts (UK)
January 11, 2030 - September 17, 2025Fashion Foundation at Ravensbourne University London (UK)
January 11, 2030 - September 17, 2025Graphics Foundation at Schule für Gestaltung Bern & Biel (CH)
January 11, 2030 - September 17, 2025Qualifications
BA (Hons) Fashion Design
January 11, 2030 - September 17, 2025Fashion Foundation
January 11, 2030 - September 17, 2025Graphics Foundation
January 11, 2030 - September 17, 2025My Gift of All Time Award (Giftware Association)
January 1, 2022 - September 17, 2025Industry Experience
Consumer Goods, Media & Entertainment, Retail, Manufacturing, Professional Services, Other, Education
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