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.
Declutter your brand
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 find the core story. I help companies strip away the noise and rebuild their visual identity—because if you can’t explain it simply, you don’t understand it well enough.
I bring 15 years of experience with big corporate brands like Shell, Credit Suisse & UBS; think of me as the Marie Kondo for your brand. I declutter fragmented brands and ensure complex companies look, feel, and act consistently.
Whether it is a brand strategy, a visual system, or a single logo, my goal is to answer questions like:
- Is it simple enough for your clients to understand your company in a minute?
- Is it clear enough for your employees to explain your logo in three seconds?
Let’s find your core story together.
Expertise
Sourcing & leading the right agencies for large-scale rebrands.
Creating intuitive, easy-to-update online brand guidelines and templates.
Delivering high-impact brand trainings that excite and engage all employees.
Directing creative workflows to consistently produce high-quality, on-brand materials.
Designing brand governance models and roles.
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.
Aligning with stakeholders (marketing and businesses).
Creating a legal framework around logo-usage and sponsoring.
Core competencies
Visual identity systems across multi-channel communication platforms · Corporate guidelines & toolkits · Creative Direction · Brand training creation and execution · Storytelling · Copywriting · Design Thinking & UX design
Brandpositioning · Stakeholder management · Cross‑cultural communication · High organisational skills · Sustainability mindset
Efficient application of AI tools in a branding context (Adobe Firefly, Claude, Gemini) for agile concept development, visual prototyping, structuring customer journeys and user research, image generation, copywriting, and market analysis | Adobe Creative Cloud: Digital & Print Design · Typography & Layout · Illustration · Color Management
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
Focus: Delivery of engaging brand stories for in-person Events
At UBS, I pivoted from global identity management to a localized role within the Swiss Innovation & Creative Lab. Delivered impactful 'live experiences,' fostering direct connections with clients through strategically branded in-person events.
Highlight: Showing our clients 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. Co-managed two brand refreshes with external agencies, driving consistency across a workforce of 50,000. Key achievements include the creation and implementation of our virtual identity ecosystem and the delivery of templates and digital guidelines for employees worldwide.
Highlight: Creation and execution of brand trainings, using the 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
Significantly reduced improvement rounds to get materials "on brand" in collab with our internal design studio. Introduced agile working methods. Delivered strategic art direction to ensure creative excellence and consistent brand representation.
Highlight: Led the creation of a book on 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
Delivered end-to-end brand identity solutions, logo designs, and websites tailored to small businesses. Beyond corporate branding, I specialized in creating bespoke illustrations for private clients, consistently managing the full project lifecycle from initial concept to production-ready artwork.
Highlight: Consistently exceeding client expectations by delivering bespoke illustrations as a core offering.
Studio Quirine - Amsterdam · June 2006 – December 2011
Conception, curation, and realization of over 15 international exhibitions across Europe and Asia. I managed the entire process from A to Z: from naming and concept development to key visual design, international logistics, and media relations. Budget management for these projects ranged up to €150k per exhibition.
Subsequently, I led the successful market launch of two sustainable lifestyle brands at a social design studio. In this role, I managed the entire product lifecycle from initial concept to market readiness.
Highlight: Working together with designers like Maarten Baas, Kiki van Eijk and Scholten & Baijings, and getting coached by Li Edelkoort and Jurgen Bey in some projects.
Creative
