For 15 years, I’ve helped global brands solve complex problems with simple words.

At agencies and in-house, across Europe and Asia, from fintech to e-commerce.

Designing distinct voices, coherent narratives, and smooth experiences — bridging business goals and human needs.

Sounds like something you could use?

RING ME (BUT TEXT FIRST, YEAH?)

Systems thinking

As a mechanical engineer, I was trained to take apart complex systems, pinpoint the right problems, and find elegant solutions.

As a designer, I do the same thing with words.

Cross-category insights

I’ve dived into banking, fintech and travel brands on the agency side, and across the end-to-end digital CX at an e-commerce giant.

It helps me compare category conventions — and challenge them with fresh perspectives.

As a shy, lonely child, I developed an early interest in observing people, spotting the gaps between what they said and did.

It’s probably why I love research and testing — to uncover real needs and know if they’re being met.

I’ve worked in 4 countries, from startups to matrixed orgs, with wonderfully diverse teams.

It has taught me to adapt quickly, collaborate flexibly, and lead teams with empathy and calmness.

Well-crafted copy can make people smile. Well-designed structures — the right info, in the right form, at the right time — can make them stay.

I combine them through principles, frameworks, and design systems, all rooted in the brand voice.

Short, sharp ones and lovely, lingering ones; chill, chummy ones and serious, suited ones; ones that pop out and ones that blend right in.

All the right ones for the voice, the users, the jobs to be done.

Design that turns chores into joys.

A culture of taking work seriously; taking ourselves lightly.

Proving how the right words are a business advantage. Again and again.

Watching users defy lazy assumptions. Every. Single. Time.

And yes, the em dash. (And no, it doesn’t belong to the chatty bots.)

Careless words.

The endless enshittification of great products.

‘Business needs’ used to justify dark patterns and exploitation.

Fascism. (And the fact that we’re at a point where this needs to be said.)

Raisins in cakes. Like, why?

I write fiction under a pen name, and my debut novel was featured on the BBC.

It’s a mix of history, fantasy, and 90s nostalgia — starring a vulture who won’t shut up.