Innovation starts with empathy.
Design can drive systemic change.
Design can drive systematic change.
I personally believe that at its heart, design is an act of empathy. The real challenge isn’t asking “What should we make?” - it’s asking “How should it feel to live with, to use, to trust?” It’s not just about what we bring into the world, but how it shapes emotion, meaning, and connection. When we move beyond isolated products and focus on the broader user journey, design becomes a tool for solving complex challenges in intuitive, and emotionally resonant ways.
For me, great design defines what we experience on a deeper level - where usability and function intersect with perception, trust, and emotional connection. It’s these intangible qualities that take design beyond the physical - creating experiences that feel natural, engaging, and profoundly personal.
Since the industrial revolution, design has largely been shaped by the logic of production - optimizing objects for manufacturability, efficiency, and scale. But today, design has expanded far beyond the object. It’s about orchestrating holistic experiences that seamlessly blend the tangible and intangible - shaping not just things, but the systems and feelings around them.
This perspective moves us beyond conventional industrial design into a space where design can drive meaningful, systemic change. This is the foundation of my approach: design as a strategic tool - grounded in empathy, optimistic by nature, and open to navigating complexity.
How I approach my projects
From curiosity
to clarity,
with a design
brief that brings
everything to
the core.
Every time I start a project, I first take a step back to fully understand the bigger picture. What are we trying to solve? Why does this matter? Who will use it, how will it fit into their lives, and are we adding actual value? Before jumping into the solution space, I conduct in-depth research - analysing trends, speaking with users and stakeholders to uncover real needs. This phase isn’t just about gathering data; it’s about gaining clarity.
A well-defined design brief leads to a purposeful design, making sure that key decisions are rooted in insight rather than assumption.
Design beyond
the object:
Before, during,
and after use.
A product never exists in isolation – it’s usually part of a broader ecosystem of experiences. I break this down by looking at the “before, during, and after”: How do people first hear about the product? What do they need to do to use it? And what lasting impact does it have? This helps ensure that I’m not just designing an object, but creating an experience that fits naturally into people’s lives. I look beyond the physical product to consider services, digital interactions, and intangible benefits - so that the solution feels intuitive, meaningful, and aligned with the brand.
This also means developing strategies to optimise existing product portfolios, explore future business opportunities, and define clear steps to transition from today’s offering to tomorrow’s vision.
Prototype,
test and fail fast.
Then repeat!
I work within the Double Diamond framework and believe that iterative design is the only way to create meaningful, user-centered solutions. By embracing a non-linear, flexible approach, I let user feedback guide the direction of the concept as it evolves. Whether through physical models, interactive mockups, or real-world testing, I learned to trust my process, and to treat "failure" as a valuable part of the process.
After every iteration loop, I evaluate concepts through the lenses of desirability, viability, feasibility. This ensures the solution is not only innovative and relevant, but also realistic to implement. Each iteration brings us closer to a well-rounded outcome, ideally validated by the people that will use my solution in the end.
From Concept
to Connection.
In my opinion a great design is not only functional but memorable. Every time I reach the final phase of a project, I focus on communicating its value in a way that resonates. This goes beyond specs and features – it’s about showing how the design enhances lives. Through compelling storytelling, powerful visuals, and strategic messaging, I ensure that the concept is not just understood but felt.
From curiosity to clarity,
with a design brief that brings
everything to the core.
Every time I start a project, I first take a step back to fully understand the bigger picture. What are we trying to solve? Why does this matter? Who will use it, how will it fit into their lives, and are we adding actual value? Before jumping into the solution space, I conduct in-depth research - analysing trends, speaking with users and stakeholders to uncover real needs. This phase isn’t just about gathering data; it’s about gaining clarity.
A well-defined design brief leads to a purposeful design, making sure that key decisions are rooted in insight rather than assumption.
Design beyond the object:
Before, during, and after use.
A product never exists in isolation – it’s usually part of a broader ecosystem of experiences. I break this down by looking at the “before, during, and after”: How do people first hear about the product? What do they need to do to use it? And what lasting impact does it have? This helps ensure that I’m not just designing an object, but creating an experience that fits naturally into people’s lives. I look beyond the physical product to consider services, digital interactions, and intangible benefits - so that the solution feels intuitive, meaningful, and aligned with the brand.
This also means developing strategies to optimise existing product portfolios, explore future business opportunities, and define clear steps to transition from today’s offering to tomorrow’s vision.
Prototype, test and fail fast.
Then repeat!
I work within the Double Diamond framework and believe that iterative design is the only way to create meaningful, user-centered solutions. By embracing a non-linear, flexible approach, I let user feedback guide the direction of the concept as it evolves. Whether through physical models, interactive mockups, or real-world testing, I learned to trust my process, and to treat "failure" as a valuable part of the process.
After every iteration loop, I evaluate concepts through the lenses of desirability, viability, feasibility. This ensures the solution is not only innovative and relevant, but also realistic to implement. Each iteration brings us closer to a well-rounded outcome, ideally validated by the people that will use my solution in the end.
From Concept to Connection
From Concept to Connection.
In my opinion a great design is not only functional but memorable. Every time I reach the final phase of a project, I focus on communicating its value in a way that resonates. This goes beyond specs and features – it’s about showing how the design enhances lives. Through compelling storytelling, powerful visuals, and strategic messaging, I ensure that the concept is not just understood but felt.
My Design Toolbox
2D Design
My journey in design began in high school, where I taught myself Adobe Creative Suite and Affinity Designer. In recent years, I have refined my 2D workflow by integrating AI-supported tools like Midjourney and Vizcom.
My digital toolbox includes the Affinity suite (Publisher, Designer, Photo), Adobe Photoshop, InDesign, Lightroom, and After Effects, along with Final Cut Pro X, and collaboration tools like Miro, Figma, and Keynote.
3D Design
We are looking for a talented Junior Designer to join our dynamic team. You will be responsible for creating visually compelling and user-friendly designs for our digital platforms. You will work closely with our marketing, development, and product teams to bring our brand to life through innovative and engaging digital experiences.
Prototyping
We are seeking an experienced Project Manager to oversee all aspects of our ongoing projects, practices and processes, ensuring that our company remains an effecient place to work.
Visual Storytelling
We are seeking a motivated Design Intern to join our team. This is an excellent opportunity to gain hands-on experience in a dynamic and fast-paced environment.
My Design Toolbox
2D Design
My journey in design began in high school, where I taught myself Adobe Creative Suite and Affinity Designer. In recent years, I have refined my 2D workflow by integrating AI-supported tools like Midjourney and Vizcom.
My digital toolbox includes the Affinity suite (Publisher, Designer, Photo), Adobe Photoshop, InDesign, Lightroom, and After Effects, along with Final Cut Pro X, and collaboration tools like Miro, Figma, and Keynote.
3D Design
We are looking for a talented Junior Designer to join our dynamic team. You will be responsible for creating visually compelling and user-friendly designs for our digital platforms. You will work closely with our marketing, development, and product teams to bring our brand to life through innovative and engaging digital experiences.
Prototyping
We are seeking an experienced Project Manager to oversee all aspects of our ongoing projects, practices and processes, ensuring that our company remains an effecient place to work.
Visual Storytelling
We are seeking a motivated Design Intern to join our team. This is an excellent opportunity to gain hands-on experience in a dynamic and fast-paced environment.
My Design Toolbox
2D Design
My journey in design began in high school, where I taught myself Adobe Creative Suite and Affinity Designer. In recent years, I have refined my 2D workflow by integrating AI-supported tools like Midjourney and Vizcom.
My digital toolbox includes the Affinity suite (Publisher, Designer, Photo), Adobe Photoshop, InDesign, Lightroom, and After Effects, along with Final Cut Pro X, and collaboration tools like Miro, Figma, and Keynote.
3D Design
We are looking for a talented Junior Designer to join our dynamic team. You will be responsible for creating visually compelling and user-friendly designs for our digital platforms. You will work closely with our marketing, development, and product teams to bring our brand to life through innovative and engaging digital experiences.
Prototyping
We are seeking an experienced Project Manager to oversee all aspects of our ongoing projects, practices and processes, ensuring that our company remains an effecient place to work.
Visual Storytelling
We are seeking a motivated Design Intern to join our team. This is an excellent opportunity to gain hands-on experience in a dynamic and fast-paced environment.
Do you want to learn more?