My work sits at the intersection of brand communication and spatial design. I develop positioning, narrative and creative direction that connect brand, product and space, grounding every decision in cultural and material context.
The two shape each other throughout a project. A narrative decision can shape a material choice, and a material choice can sharpen a positioning question.
(Fig. 1)
Glass House by Kseniia Kolesnikova
(Fig. 2)
Fane SS23 by Phil Engelhardt
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My process starts with context: a brand’s history, its market, its cultural position. That’s where I find what’s actually distinctive about a brand. From there, I develop the narrative and the physical language together, carrying identity into activations, retail concepts, exhibitions and cultural programming, where people can experience it directly.
Selecting what belongs together, and what to leave out, is as important to me as creating something new.
(Fig. 3)
Curved Architecture, Reference n.s.
Beyond function, space communicates identity through the rituals and interactions of everyday life.
(Fig. 4)
Fleur Cozic, Paris
(Fig. 5)
Womenswear Art Direction, Reference n.s.
(Fig. 4)
Fleur Cozic, Paris
(Fig. 5)
Womenswear Art Direction, Reference n.s.
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Today, brands have the ability to shape more than products, they influence how people experience, interpret, and move through the world. This influence extends beyond communication into public and private spaces, where brand values are expressed through behaviour, atmosphere, and use. When approached thoughtfully, brands can take responsibility for how they participate in shaping everyday life.
Spaces, in this sense, are not neutral backdrops but active communicative frameworks. They structure routines, invite reflection, and frame moments of pause. Even the most functional environments, such as a bathroom, can become places of orientation and renewal, where everyday actions reflect identity, intention, and care.
When approached thoughtfully, brands can take responsibility for how they participate in shaping everyday life.
(Fig. 6)
Womenswear Runway, Reference n.s.
(Fig. 7)
Two Forms, Barbara Hepworth
Selecting what belongs together, and what to leave out, is as important to me as creating something new. Tension is where a brand usually gets more interesting, not less.
I work on long-term partnerships as well as shorter, focused collaborations, moving between narrative, positioning and spatial work throughout.