I’ve always lived between two modes: the structured and the expressive. It’s why I ended up studying Commerce (Economics) and Design—on paper, a funky mix, but in practice, exactly where I do my best thinking. Over time, I’ve found magic in how the two connect where creative ideas have purpose and strategy has soul.

It’s this unique blend of perspectives that has shaped my approach since. As Anne-Laure Le Cunff would say, my path has been made up of tiny experiments—many of which you’ll find throughout this portfolio.

The golden thread through it all has been, and still is, my passion for the story. I love listening. I love detail. I love journeys—and the way they all shape the stories we tell. Most of all, I care about the why. The purpose. The intention. I’m passionate that every element should have a reason to exist. Looking pretty doesn’t quite cut it if it doesn’t serve the story.