Design that balances
aesthetic and function,
creativity and strategy.


Helping sports and lifestyle brands build clear, distinctive and scalable identities.

Previously leading brand visibility projects across global sports events and stadium environments.

  • I believe the best creative work feels effortless — but it never is.

    Behind every outcome is a deliberate and considered process.

    Read the terrain
    Understanding people, culture, and constraints before defining any direction.

    Expand the field
    Opening the field to ideas, challenging assumptions, and uncovering unexpected connections.

    Commit to the line
    Reducing complexity into clear, functional design decisions — translating strategy into tangible outcomes.

    The result is work that feels intuitive, grounded, and built to last.

    The goal remains the same:
    design that performs — visually, emotionally, and commercially.

  • My background spans both creative agencies and international brands -giving me a clear vantage point on how ideas move from concept to reality. I understand the craft, and I understand the business pressure behind every decision.

    Agency life shaped my sense of speed, attention to detail, and disciplined execution. Working brand-side sharpened my focus on what truly matters: clarity, consistency, scalability, and long-term impact.

    Today, I bring both worlds together through On the Rox, partnering with brands that care about creativity — and expect it to deliver.

  • I collaborate with clients who value:

    strong identity over trends
    depth over hype
    craft over shortcuts

    Especially relevant for brands in sports, outdoor, cultural and lifestyle spaces looking for thoughtful, durable identity work.

Let's talk!

A first exchange to see if there’s alignment - no pressure, no commitment.

Brand strategy & design. Creative Direction.
Strategy & Design Workshops.

Services

Brand Strategy & Design

For brands that need clarity before expression - and coherence across every touchpoint.

CREATIVE DIRECTION

For brands that have a strategy - and need it executed with taste and consistency.

I help define what a brand stands for, how it shows up, and how it stays consistent as it grows. From positioning and narrative to visual identity, I build strategic foundations that translate into strong, functional design.

Typical deliverables

  • Brand positioning & narrative

  • Visual identity systems

  • Core brand assets & guidelines

Best for

  • New brands

  • Rebrands

  • Moments of change or growth

STRATEGY & DESIGN WORKSHOPS

For teams that need new ideas and creative collaboration

I support teams in shaping and maintaining a clear creative direction across campaigns, content, and experiences. Acting as a strategic partner, I help ensure ideas stay aligned, relevant, and intentional over time.

This can include

  • Campaign concepts & visual systems

  • Art direction for shoots or launches

  • Ongoing creative guidance for teams

I design and facilitate focused workshops to help teams align on direction, challenge assumptions, and move forward with confidence. Practical, collaborative, and tailored to each context.

Formats

  • Half-day, full-day sessions, sprints

  • Brand clarity & positioning

  • Creative direction & alignment

Best for

  • Early-stage brands

  • Teams in transition

  • Kick-offs before major projects

I tailor my process to your context.

Let’s talk!

Every project starts with a conversation - to understand the context, the challenge, and whether we’re the right fit.

Share a few details below, and I’ll get back to you to see how we can move forward.

I take on a limited number of projects to ensure focus and quality.