Across my work, I’m drawn to how design takes shape — not just in what we create, but in how we organize, collaborate, and lead.
I’m interested in the quiet structures that help creative work endure: the frameworks that turn ideas into motion, the relationships that give them meaning, and the environments that make them sustainable.
What I Do
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Strategy & Systems Design
Designing the frameworks that turn vision into practice.
I help teams bring clarity to complexity — mapping how ideas, people, and processes connect, and designing systems that make meaningful work possible.
My approach combines strategic foresight, organizational design, and the pragmatics of creative operations to align purpose with practice.
How?
- Leading the development of Studio OS, an operating framework that reimagined how a design firm collaborates and makes decisions.
- Creating resourcing and workflow models that align long-term strategy with the day-to-day realities of project delivery.
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Leadership & Practice Design
Building the conditions where creativity and collaboration can thrive.
I’ve spent much of my career leading multidisciplinary design teams and helping others grow into leadership themselves.
My work centers on the intersection of design and organizational culture — mentoring, facilitation, and designing rituals that strengthen trust, curiosity, and shared purpose.How?
- Guiding and coaching design teams at Capital One Labs and AllofUs, shaping cultures of experimentation, learning, and creative accountability.
- Advising emerging design leaders on how to structure and sustain creative capability within their organizations.
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Food Innovation & Futures
Exploring how food systems, culture, and creativity shape the way we live and work.
Food has long been a lens for my design practice — a space where systems, behavior, and sensory experience converge.
I work with culinary and hospitality innovators to translate research and foresight into new products, narratives, and experiences that connect sustainability with delight.
How?
- Partnering with Chew Innovation to guide long-range strategy and concept development for global food brands you’d recognize in your own kitchen.
- Founding Flo’s Appetizing, a neighborhood bakery that explored community, craft, and the culture of nourishment firsthand.
Experience
What I can do with you
Strategic Design.
Design thinking. Organizational design. Roadmapping. Innovation pipelines. Design teams and operations. Methods, tools, and frameworks.
Product Development.
Value proposition design. Trend, market, and audience insights. Brand strategy and creative direction. Prototyping and proof of concept testing.
Thought Leadership.
Content strategy. Editorial planning. Pitch crafting. Narrative development. Brand storytelling. SME content and copywriting.
Coaching.
I work with individuals on career development, and early-stage founders on navigating entrepreneurship.
Collaboration.
I partner with organizations to envision, plan, and realize ambitious innovation projects at any scale.
Facilitation.
I guide teams through hands-on opportunity-finding and problem-solving workshops and design sprints.
Projects
Prototyping a new business model for a classic British brand
I collaborated with the brilliant team from one of Britain’s iconic coffee and tea brands to design and develop a new direct-to-consumer platform, which launched in April 2018.
Through design sprints and co-creative workshops with customers, we prototyped every aspect of the new experience, from developing bespoke letterbox packaging to designing unique tea blends and coffee roasts.
Flo’s Appetizing:
Real-deal bagels handmade in Amsterdam
Flo's started as a pop-up and online business in late 2018, steadily growing a loyal following among Amsterdam’s large expat community and locals alike. After successfully funding a €25k Kickstarter campaign, Flo’s opened its first shop in Amsterdam West in November 2019 and the lines for hand-rolled, cold-fermented, and kettle-boiled bagels haven’t subsided since. Today the shop continues to thrive without me at the helm; I sold the business to an investor who’s expanding the brand I created from scratch into additional locations around the city.
Kitchen Republic Academy:
Accelerating Amsterdam’s food startups
In partnership with Kitchen Republic, Amsterdam’s first culinary co-working space, I designed and facilitated a 12-week program for aspiring and emerging food entrepreneurs. The Academy offers hands-on learning for developing new business concepts with the guidance of industry experts and peer mentors. Since its launch in in October 2018, Kitchen Republic Academy has guided more than 30 food startups through its 12-week accelerator program.