Since a young age I was interested in art, mainly (colorful) paintings. Whenever I would do some crafting as a kid, my mom would give me advice or inspiration on the color schemes. Of course at that time I did not know what color schemes were nor did I know that my mom used to be a tapestry weaver and knitter during her youth (also dying her own wool) and that she was illiterate. Around 14 years I got aware of all of this and I found it magical how an illiterate woman could knit beautiful & colorful jumpers, socks, shawls….. I became aware of a language that was not spoken but that was communicative in a visual way. So becoming a designer was for me a natural road to take… otherwise I would have been a chef, because my mom was also an excellent cook.

For me, design should be a clear language that is understandable for its audience. In my specific context as a brand & packaging designer in the mainstream FMCG sector that means that our audience is wide. Also in this same context, our designs are meant to sell our client’s product. Our designs are very approachable, easy and always in function of our client’s briefing. To stand out of the really ordinary, I will try to integrate some inspiration from the ‘art’-world, but still in a way that it is easy to understand. “Creativity that Sells” is my agency’s baseline and that defines our style.

During this Covid pandemic we optimized our remote way of working and experienced that borders are disappearing. Our client base gets more and more international and that is an evolution that I really appreciate.

It is always exciting to present a new creation to a client and the biggest reward is when you can tell from their faces they’re happy. What I specifically like is the moment when you’re in your creative bubble, exploring / looking for creative solutions and …. BAM … suddenly an idea comes from the void into the light. I think that’s how a chicken must feel when laying its egg.