Hi, for years I designed visual identities from the ground up, many of them for companies trying to find their voice in their market. That taught me something simple: the strongest identities are not designed, they are discovered rooting deep into culture. It starts with curiosity, paying attention to what is the story behind the brand, what feels true, what has not been said yet. I do not look for answers so much as follow a question until something honest shows up. It is the pursuit of curiosity that leads me into creating.

Now, at OFF/GRID in Rotterdam, I get to take that feeling further. Instead of stopping at the identity, I create what happens next: the campaigns, the expressions, T]the moments where a brand actually meets people.