At the age of 12, I discovered Photoshop, and my life was never the same. Design became my hobby, then my study, and later my full-time job, until it eventually became my calling—or maybe it always was.
I started my career as an Interaction Designer specialising in mobile apps (for iPhone 3G... remember?). As the industry evolved, I became a UI Designer once that term became a thing. My interests then expanded to motion — first prototyping complex UI flows, then 2D animations, and even 3D motion graphics at one point.
In my mid-twenties, I had a realisation: digital and branding were too far apart. The industry needed a bridge. Companies were spending millions on inspirational ads to capture people's minds and hearts, while their digital presence consisted of ultra commerce-driven webshops with little to no branding involved. It seemed odd. People were spending more and more time online, yet brands were slow to transition.
This insight led me to immerse myself fully in the world of branding and storytelling. Armed with my digital and motion skills, I began crafting brands that feel alive and have a full presence in this new world of possibilities we call the internet.
It's been quite a journey, and now I'm combining my hands-on skills in digital, motion, and branding to ensure that design direction stays above the mediocrity of generative content and the copy-paste culture of the ‘net.
