Senior Creative Designer
Content Systems · Brand Narrative · AI-Driven Design
A creative leader working across content, design and technology to craft identities and editorial systems for global brands like Jeep, Audible and Ferrero. My work focuses on clarity — the kind that turns information into narrative and systems into experiences that feel both structured and emotional.
Guided by narrative thinking, visual systems and AI-powered exploration, I shape creative direction, mentor teams and build frameworks that elevate how brands communicate.
To me, design is both instinct and intention — the place where feeling becomes structure and structure becomes a narrative people can actually understand.
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I design at the intersection of content, systems and storytelling. I move comfortably between brand, product and editorial work, always looking for the structure that lets ideas land clearly.
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Crafting identities and visual systems built on clarity, emotion and conceptual grounding.
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Designing editorial frameworks, article models and component-based structures for scalable digital experiences.
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Leading multidisciplinary teams, shaping narrative and visual direction, and guiding projects from concept to execution.
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My leadership practice has been shaped through long-term engagement with creative communities, where collaboration, mentorship and cultural responsibility are central. I held a leadership role within Ladies, Wine & Design, contributing to the development of a local creative ecosystem through curated programming and collective initiatives.
That experience informed a more conscious and sustainable approach to leadership, centered on clarity, shared responsibility and knowing when to close a cycle. This transition led me to a broader role within PGD’s Social Hub, where I have led social-impact-driven projects and guided multidisciplinary teams within collaborative, purpose-led frameworks.
Across these experiences, I approach leadership as a systemic practice that protects creative integrity, distributes ownership and understands cultural impact as something built collectively over time.
A space for ongoing visual and editorial experiments. These explorations support both early-stage thinking for client work and self-initiated studies, using AI as a creative lens to sketch ideas, test aesthetics and explore narrative directions before they become systems or final executions.
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