A simple story
Great branding is like telling a simple story. And these stories shape how humans perceive the world. This philosophy has guided my work across diverse landscapes: from the high-stakes world of corporate branding and the strategic repositioning of a city, to collaborative projects in social and sustainable design. Different challenges, same focus: to tell a simple story.
Brand Strategy & Visual Identity Leadership
What would corporate communication look like if we treated it like telling a story to a child? It would have just enough detail to hold their imagination, but be short enough to keep their attention.
My job is to help complex organizations turn brand strategy into clear, consistent and scalable visual experiences.
Over 15 years working with international brands including Credit Suisse, UBS and Shell, I've developed and implemented brand systems, created engaging brand experiences, and brought strategy to life to create real impact.
Expertise
Translating brand strategy into compelling creative experiences
Art direction to get the brand message across, effectively and originally
Delivering high-impact brand trainings that excite and engage all employees.
Sourcing & leading the right agencies for large-scale rebrands.
Creating intuitive, easy-to-update online brand guidelines and templates.
Directing creative workflows to consistently produce high-quality, on-brand materials.
Setting up KPI's to monitor impact of the visual identity internal and external.
Appointing brand ambassadors to align the entire workforce behind one clear vision.
Stakeholders alignment(marketing and businesses).
Designing brand governance models and roles.
Legal framework around logo-usage and sponsoring.
Core competencies
Multi-channel design systems · Corporate guidelines & toolkits · Brand governance & training · Brand messaging · Design thinking & UX
Brand positioning · Creative concepts · Stakeholder management & cross-functional collaboration · Sponsoring & brand governance frameworks
Adobe Creative Cloud (Digital, Print, Typography, Layout) · AI-driven prototyping & concept development (Firefly, Claude, Gemini) · User research & journey mapping
Languages
What I am known for
Creative · High attention to detail · Result-driven · Integrity · Sociable · Team-orienated
Attentive · Authentic · Driven · Strong aesthetic sense · Humoristic
Work > Corporate
UBS - Zürich · July 2024 – present
Led brand-aligned live experiences for clients, collaborating with cross-functional teams and agencies to create engaging, consistent customer journeys.
Highlight: Creating a way to take our clients into the making of "Cards like Switzerland" creditcard design, showcasing a beautiful story on how the relief of five famous Swiss mountains ended up as a pattern on our creditcards.
Credit Suisse - Zürich · Nov 2017 – June 2024
Focus: Design system scaling and getting 50.000 employees aligned with the brand
Credit Suisse marked my first professional chapter in Switzerland. Owned and evolved the global brand design system for 50.000+ employees, including governance, agency direction, digital guidelines and brand training.
Highlight: Creation and execution of brand trainings, using storytelling methodology. This initiative significantly improved the correct and consistent application of the brand identity across the global marketing department.
Shell - The Hague · July 2012 – Nov 2015
Focus: Creative direction & agile working methods
Reduced creative revision rounds, delivered strategic art direction and strengthened brand consistency globally.
Highlight: Leading the creation of a book about 100 years of Shell's Technology Centre which was handed out to his Majesty the King of the Netherlands.
Work > Self-employed
Bisqui - Amsterdam & Zürich · Jan 2016 – October 2017
Managed a diverse portfolio of freelance clients, focusing on brand identity and logo design, created personalized illustrations for private clients.
Highlight: Consistently exceeding client expectations by delivering bespoke illustrations as a core offering.
Studio Quirine - Amsterdam · June 2006 – December 2011
Directed the concept, curation, and realization of 15+ international exhibitions across Europe and Asia, owning the process end-to-end, from concept development to key visual design, international logistics, and media relations, with budgets of up to €150k per exhibition.
Highlight: Working together with designers like Maarten Baas, Kiki van Eijk and Scholten & Baijings, and getting coached by Li Edelkoort and Jurgen Bey in projects.
Creative
