12+ years of brand identity, design systems and campaigns for global brands, multi-market creative direction, design and leadership.
One brand, held consistent across forty-plus countries.
I led the design for the CORE 2030 brand strategy, setting the visual identity and the global brand guidelines, for brand, GLS.Point, fleet and OOH, across GLS Group and its six business units, including the GLS.Point rebrand and the Fulfilment sub-brand.
No two markets were alike, each country at a different stage with its own needs, so the guidelines had to answer all of them at once. I built them by listening across the whole group, then held everything together with guardrails and template libraries, keeping the brand consistent everywhere it appeared, from social and video to print and the ESG report.
Recruitment creative that reached the right people, one area at a time.
DHL Supply Chain needed to fill manager and shift-leader roles across 26 sites in the southern Netherlands and Belgium, and generic recruitment creative wasn't landing.
We built distinct personas from the data, and I turned them into platform-native visuals localised area by area, each one built so the exact person we wanted would see themselves in it. Manager roles first, leadership once it proved out, across LinkedIn, Instagram, TikTok, a landing page and search, directing the medior designers.
A refresh that broke Hammam out of years of the same designs and shapes.
I led the design and production of the in-store campaign for The Ritual of Hammam. The range had leaned on the same designs and shapes for years, so I gave it a new visual language built from cutouts that echoed the arches of a hammam bathhouse, drawn up as templates my colleagues delivered to the print house each market partners with.
One of those cutouts walked customers through the four-step Hammam routine, numbered one to four, explaining each product and drawing them toward the full line. It ran across retail and House of Rituals, the flagship, print-ready to spec across 1,000+ stores worldwide. Against years of stale designs it caught the eye, converted into sales, and became the best-performing Hammam campaign to date.
The limited edition that made cutouts the norm in Rituals in-store campaigns.
What began as a way to sharpen the campaign on the design side became a physical thing on the shop floor: with a fellow designer, sharing concept and execution, I brought the dragon to life as a die-cut cutout curling over the shelves.
The hard part was production, sampling the cutout until the material held at mass scale, then turning it into a template my colleagues rolled out to the print house each market partners with, production-ready, across all Rituals stores globally. It landed so well that cutouts became the norm; walk into a Rituals store today and you will find them in almost every in-store campaign, where before the displays were flat.
Brand-level design across the whole Rituals estate.
Brand and campaign work across the Rituals estate, keeping one look and voice consistent everywhere it appeared, from opening-soon window wraps for new stores around the world to the Easter, Ramadan and Christmas campaigns and their DOOH gifting displays.
Plus packaging design and partner collaborations, all held to the same global brand standard.
Leading the people, not just the pages.
I led a team of three creatives producing high-volume recipe cards for Benelux and France, localised across markets and languages, to spec on a tight print cycle.
The cycle left no slack, so leading it meant keeping everyone moving: answering questions the moment they came up and unblocking issues before they could eat into the deadline, while reviewing and signing off every card and mentoring each designer as we went.
Design that helped protect an old-growth forest.
I shot the photography and designed the ad for Luonnollisesti arvokasta (Naturally Valuable), a sustainability campaign that helped protect the Mälikkälä-Kuninkoja old-growth forest. Shooting a forest means working at the mercy of the weather with a single day to capture all of it, so I waited for the sky to clear, hiked in, and shot the whole thing in that one window.
Across the global identity rollout, holding the brand guidelines to the letter earned our work the highest brand-compliance score of all IKEA locations.
Production art direction across UPM's product and sustainability campaigns.
As Art Director at Valve, a Helsinki agency, I ran the production art direction for UPM's product and sustainability campaigns, taking the lead designers' key visuals and building them out across everything the campaigns needed, in print and digital.
One of the harder parts was translating dense, technical subject matter, things like pulp production or forest water cycles, into something clear and digestible without losing the detail underneath.
Twelve years across brand, campaign and print, from first concept to production-ready, multi-market delivery.
Brand identity, multi-market campaigns and design leadership.