Four practices, one obsession — making taste operational.

A selected view of the work, organized by the service it represents. Each practice opens with a defining image and four projects underneath.

01 / 04

Practice N°01

Creative Direction

I translate brand voice and vision into compelling product designs and visual communications. I craft cohesive concepts, seasonal narratives, and emotional storytelling that create unified experiences, resonate with audiences, drive customer engagement, and strengthen brand equity across collections and campaigns.

Moodboard N°01

The Shared Canvas: a Folk and Modernist language

02 / 04

Practice N°02

Brand Identity

I craft distinctive and consistent visual and strategic foundations for brands. I define color palettes, typography, imagery, design languages, and core messaging so every touchpoint authentically reflects the brand's values, personality, and positioning—building immediate recognition and lasting emotional connections with customers.

Spark & Bloom

Editorial brand system & guidelines

03 / 04

Practice N°03

Gen AI Design Implementation

I help brands strategically integrate generative AI into their creative processes. I compare tools and services, assess integration and compatibility, and build user stories that solve challenges, accelerate workflows, and boost efficiency. I create custom agents to automate repetitive tasks and analyze large datasets for smarter, more intentional design decisions that minimize waste. I also design scalable workflows with clear ownership and develop brand-specific "taste filters" as databases that ensure consistent, on-brand AI outputs.

Amazon Softlines

Marketing asset creation

Exploded view of a disassembled watch — every component laid out with precision on a neutral surface

Practice N°04

Design Process Optimization

I assess existing workflows to identify unnecessary steps, simplify processes, remove friction, and create lean, scalable systems. I automate repetitive tasks, reduce decision points, and improve cross-functional alignment while optimizing calendars and costs. I implement tracking for operational outputs and KPIs, automate reporting, and establish feedback loops that drive continuous improvement and deliver higher-quality results with greater efficiency.