Intro

​

I support companies in creating clarity in innovation, strategy and design.
Creating products and services that sell, inspire and contribute to a cleaner more inclusive world. With a solid background in brand driven design and front-end innovation, I apply design thinking tools to translate ambitions, customer needs and business objectives into effective and desirable solutions. 

 

 

'I help articulate strategy and create inspiring,

customer centric design that works.'

​

​

Expertise

​
 

When I asked people I've worked with 'where is my strength in design' they say I am strong in structuring, interpreting and directing the challenge to clear results. Orchestrating the process, clarifying the cloud of options and ideas. Working at different agencies I have had the pleasure to work with clients varying between startups and big brands. Their different cultures thought me how to apply the right design approach pragmatically whilst maintaining alignment between all involved.

I like to lead teams by active participation and direct with clarity. Combining my enthusiasm and experience to empower the project team, but always safeguarding the balance between the strategic and business goals. I love fuzzy settings, fast-paced exploration and the process of keeping people aligned.

​

In 2010 I have co-founded We Are Perspective, a strategic design studio as a part of Pezy Group. Being an 'intrapreneur I had the pleasure to build a design team, manage studio operations and actively build a sound client base for the design activities. Since its merge into Pezy Group in 2017, I focus on directing frontend projects involving multiple disciplines.

​

​

Specialties

​

​

Business Design

Client relation management, building client intimacy and articulation of needs and priotities. Translating innovation needs to viable concept directions for product or brand.

​

Product Strategy & Design

Integrating consumer benefits, marketing narratives, brand ambitions and product experience into cohesive design strategies and/or products.

​

Brand Innovation and Activation 

Facilitating and executing programs that generate value through branding, design strategy and customer insights.

​

Design Direction and Circular Design

Co-create award-winning design, from concepts to final experience, leading internal and/or external teams on the way. Experienced in Design for and from Recycling product development.
Co-author of the Design For/From Recycling guidelines book (see portfolio section).

 

Sectors

Amongst others, I have been fortunate to work for companies in e-mobility, robotics, FMCG, energy-infra, consumer products, medical, banking and household goods:

​

Alliander Energy Infra - McDonalds - Postbank - Coca Cola Company - NIKE - Salto -  JDE Coffee - ATAG - Kikkerland - Rabobank - T-mobile - PHILIPS - Somon Levelt - ING Bank - ANIMO - Heineken - Beiersdorf - Amstel Beer - LEVI'S - TOMTOM - Kenter - OTO - Priva - Unilever - PON Bike - FrieslandCampina - Braster - BD Medical - Clay - Star Wellness Singapore - Zelmer - Eneco - Inventum - Allego - Samsonite - Shell Recharge and more...

​