STRATEGY
In a branding project, I like to start with a concise analysis: where does the brand stand and where does it ultimately want to go?

DIRECTION
From the positioning and brand interpretation, develop the Creative Direction. Translated in the Art and Design Direction of the brand (visual manifesto).

DESIGN
Once the direction is clear, move on to the actual design interpretation in various multi-media items and the implementation in all the branded items.

Is for me the key to a project’s success. I’m not just talking about the “visual” end result. Good project management is the lubricant that ensures that the entire process runs smoothly.

I use AI as a tool that can be useful for accelerating the visualization of concepts and the design process. However, developing good ideas remains a human task. I’m talking about fingerspitzengefuhl, a certain amount of experience and intuition is needed. That’s where I can still make a difference…  

Print design, grid systems, and type setting for print becoming more and more design skills that are becoming increasingly rare. I happen to have had years of training in these skills, and enjoy applying them.