Creating for the
bigger picture

Generating ideas based on acquired data,  a holistic overview, manage the unknown and applying imagination, while keeping a clear goal in mind. 

Creating concepts requires extensive research, a significant dose of empathy and imagination, followed by inspiration. I am working on developing aesthetic strategies & concepts for three key issues:

  • Identity
  • Product
  • Experience


My vision is that everything is interconnected. It’s in my DNA to see similarities across various disciplines. I view design disciplines within the broader context; they intersect, intertwine, and emerge through each other.


An defined identity is what you want to convey. It is what and who you are, largely determined by your DNA. It is a style and a way to position and present yourself to the outside world. A visual identity primarily focuses on the visual aspect, including color, typography, patterns, illustration, layout, and imagery, but tangible elements can also be defined. What about textures, material usage, or scent and sound? An identity can be experienced with all the senses. The more sensory touch points you use, the more complete your identity becomes. If you want a place in the minds of your target group, ensure that experiences are remembered, and positive memories are associated with your identity.


What is a product? Is it digital or physical? Over the last few decades, we have become heavily digitized, which suggests that product design is primarily digital. However, a product is both physical and digital. A product is developed based on market demand and the identification of opportunities.

But what is this market demand? And what should a product fulfill? A product is a solution to a problem or an improvement on what already exists. Important aspects of product design include usability, UX, but also manufacturability. For physical products, sustainability will play a larger role, whereas a digital product is more focused on accessibility.

When we talk about aesthetics, we refer to the beauty of a product. For a digital product, we talk about its own design discipline, namely visual design. The Gestalt principles are applied, and it is tested for UX. Harmony is created through shapes, fonts, color, images, and patterns.

These harmonies are also created for a physical product, but there is another aspect that plays a crucial role, namely the material. The choice of materials determines the aesthetics. A material influences the color and, of course, the durability. This is also its own design discipline, namely CMF Design. It is a combination of color and material choice, finish, and manufacturability of the product. We are increasingly dealing with a product passport. This ensures that one knows exactly how, which material, and where the product is made. All this to strive for a circular world.

Both products, digital and physical, have the same aesthetic goal, to offer emotional value to the buyer (consumer). Expression is the keyword when it comes to resonating. But to achieve this, multidisciplinary knowledge and a holistic view of product design are required.


Isn’t it all about experiences? We want to experience a good work-life balance, shop with the right personalized omnichannel experience, hold a sustainable high-end product in our hands, and spend our free time that sharpens or relaxes all our senses. We design for lifestyle, create for the senses, and ensure that everything aligns with each other.

Keep these keywords in mind:

Integration – Fits our lifestyle & planet

Senses – Triggers emotions

Blurring – Phygital mindset