Products that become brands

Approach

Product-first branding

For 20 years, I’ve worked at the intersection of brand and product—where marketing guidelines meet real user interfaces. I help companies move from campaign-first thinking (where digital is an afterthought) to product-first branding (where your app or platform becomes the core expression of who you are).

Whether it's modernising legacy platforms, building design systems that scale, or launching an entirely new suite of products, I work embedded in small teams with direct stakeholder access. I'm hands-on, opinionated about craft, and focused on what ships – not what lives in Figma files.

What makes this work:

• Hands-on visual design, not just strategy decks
• Design systems built for shipping, not documentation
• Embedded in your team, working with real stakeholders
• From campaign-first to product-first branding

Cases

Business impact through design

Partnerships that solved real organizational challenges and delivered measurable business impact. From merging Bang & Olufsen's app ecosystem to building Foundgood's €10M+ impact platform to working with global brands at ustwo.

Recent work includes:

• Bang & Olufsen: Merged multiple apps into unified experience, improved ratings, simplified support
• Foundgood: Five-year partnership building impact platform for foundations and NGOs
• Ustwo: Fractional design leadership for H&M, Adidas, BMW and Fujitsu

Work together

I’d love to hear from you

Every product has a unique story – where you've been, what you're building, and what's standing in the way. I'm genuinely interested in understanding your specific goals and challenges, and exploring whether fractional design leadership could help you get there.

What happens next:

• 30-minute discovery call to understand your journey
• Proposal outlining approach, timeline, and investment
• Kick-off and start of working embedded in your team