I’m an Amsterdam based Fashion Lover, interior geek and health freak. All things unrelated to Art Direction, but stay with me.
I live my daily life with mild OCD when it comes to aesthetic in my surroundings, non stop making things look more beautiful. It shows in relentless searches for perfect doorknobs (in the right budget), turning packaging-labels to the front and rearranging furniture when you accidentally look the other way. I love classical music and secretly dance to Mariah Carey.
I’m a multi potential Creative, always working on new projects (photography, painting, pottery, the list continues). I like it this way. It satisfies my curiosity, my urge to create and my drive to always develop and grow.
Next to a creative I am a serious thinker. For me this is why I enjoy Art Direction so much: it is a combination of both things I am passionate about. My quality for thinking in unique ways is recognised by everyone I have worked with, together with a very strong developed sense for aesthetics.
Art Direction is something that comes very natural to me. I could almost say it is a character trait. I’m always absorbing: lay outs, interiors, atmospheres, design, advertising, film, food, art, everything i come in contact with. I’ve created a very sharp eye and great sensitivity for beauty and communication. With this quality I reflect on what I see and re-design it in my head (or store it when it’s good).
But Art Direction for me is not only about thinking up good ideas and then making it. It comes with two more aspects.
On the one side there is the team: with a group of experts you truly reach the best quality of work. I find joy in working this way. With my gentle character, open mind and eye for quality, I bring out the best in them. I pride myself in my ability to inspire my team to give their very best.
And then there is you, the client. A skill I have developed very quickly and that sets me aside is my ability to take you with me on the journey of creation. For me this is a very natural process, but we do it together: after a briefing I’ll take you with me through my process of thoughts, reasoning and inspiration to bring you where I land. This way I can make you understand why certain concepts and designs are the good ones.
In everything I do I want to create concepts and make work that challenges people to feel something, that challenges them to think differently and be part of the positive change. This has been my focus of my work for the past years: mission driven brand design.
Above all I believe what we do in the creative industry should challenge the status quo, bring positive change, is emotionally touching and on top: is always beautiful to look at.
Art Direction - Advertising - Branding - Graphic Design - Web design
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