Typography is where I start. I'm drawn to bold composition, maximalism and Op Art: images that hold your eye a second longer than expected. That curiosity goes beyond the surface, too. My Master's research explored how objects change meaning as they move between cultures, and it still shapes how I think about brands: what they signal, not just how they look.

For me, strategy is what gives craft its purpose. Before opening Figma, I want to understand the business problem, who we're talking to and what needs to change. Then I look for the simplest idea that can carry it, and build a visual system strong enough to hold across every touchpoint.

I care about work that performs: campaigns that convert, brands that stay consistent as they grow, and teams that go from brief to delivery without losing quality on the way.

As a lead, I believe good direction is clear, honest and generous. I use critique to sharpen ideas, not egos, and I'd rather help designers build their own judgment than have them depend on mine.

Outside client work, I keep drawing letters. I've taught typography and brush-pen calligraphy, and lettering is still how I think with my hands.

Let's work together!