Creating engaging, visual stories for the world’s most respected brands.

I am a fashion-minded, all-round creative who..

The past 10+ years I have been working in the field of sports, technology, travel and fashion, I have developed a deep expertise in bringing contemporary brands to life - with a particular focus on creating brand identities. Informed by my design background, I love to take on projects from pre to post production. After many years in-house, I am experienced in leading creatives and I love to work cross functional in order to collaborate and create beautiful and purposeful work. Today, I collaborate with brands, agencies and studios in Amsterdam and abroad.

Projects

Services

Brand identity

Since founding my design studio in 2022, I’ve had the opportunity to create brand identities for a range of clients—from emerging startups to established brands with over 15 years of history in need of a refresh. These projects are especially meaningful to me because they allow for creative freedom over time, unlike more commercially driven work. I love the balance and variety they bring to my practice.

Retail activation

Over the years, I have worked on retail activation design concepts, transforming brand identities and creative campaigns into immersive 3D experiences for window displays, retail stores, and pop-up spaces. My projects have ranged from intimate boutiques to large-scale department stores like Galeries Lafayette and Selfridges, collaborating both in-house with brands and within agency settings. My strength lies in bringing concepts to life within physical spaces, and I thrive on working alongside interior architects to develop detailed 3D models that turn vision into reality.

Clients

Brands

Adidas
Allbirds
Booking
Bugaboo
Foot Locker


KLM
Nike
Scotch & Soda
Tommy Hilfiger

Agencies

Anomaly
Closed on Monday
Colourcake
Harrimansteel
Jamjam

About

Experience

10+ Years

KLM
Lead Designer
Freelance
2024 - 2025

Booking
Lead Designer
Freelance
2023 - 2024

Studio Lou
Self employed
Design & Art Direction
August 2022 - Present

Colourcake
Senior Allround Creative
Design & Art Direction
2022

Foot Locker
Art Director
2019 - 2022

Tommy Hilfiger
Senior Creative
2018 - 2019

JamJam Marketing
Designer / Art Director
2016 - 2017

Freelance
Art direction & design
2014 -2018

Education

Hyper Island
Master course
Experience design
2016

International Fashion and Branding
Amfi Amsterdam Fashion Institute
Bachelor Degree
2011 - 2015

Ryerson School of Fashion Toronto
Art Direction Exchange
2014

Vmagazine & Visionaire publishing
Internship Art department
New York, 2013

ARTEZ
Hogeschool voor de kunsten Arnhem
Propedeuse year Product Design
2010

Courses
AKV St. Joost Breda Art Academy Fine Arts

Other

Languages
Dutch, English

Software
Adobe creative suite
Figma
Sketch up - basic knowledge

Disciplines
Branding
Retail Design
Web Design
Concept development
Art Direction