Over the years, I’ve worked with companies across telecom, fintech, public institutions, entertainment, education, furniture, and tech. Different contexts, different goals — but sharing the same question: how can we create something that lasts?
I’ve learned that lasting experiences come from clarity. They’re not just the result of creative output, but of strategic thinking combined with deep and broad understanding.
What I enjoy most about my work is that it starts with questions. Asking, observing, listening — because clarity only comes when you deeply understand the people you’re designing for: their context, their habits, their expectations. Exploration is not just a phase — it’s a mindset, and a requirement for valuable, lasting work.
With this approach, I led the project team that helped Silversea Cruises uncover why people love their product — and how to build on that. I also supported Flos in shaping a long-term strategy for communication and positioning.