Creative strategist and cultural researcher, working between London and Amsterdam. A bespoke jewellery practice running since 2017, with a recent agency chapter in brand strategy, cultural research, and creative direction.

Work at the intersection of sports, fashion, and youth culture: consumer research, brand film, live activations, and music video production, alongside a bespoke jewellery practice.

At Provoke Labs (Aug 2023 to Oct 2024), project lead on a pan-European FIFA research project mapping the convergence of football with media, fashion, and youth culture, built on 500+ fan interviews across European markets.

In parallel, Kentish: a bespoke jewellery practice since 2017, making luxury pieces for private clients and cultural figures across music, art, and streetwear.

Looking next: a strategy or creative-direction seat at a design-led agency or in-house team. Somewhere with serious cultural ambition, that treats research and craft as part of the same conversation.

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B-SIDE · ROLL CALL

Selected clients & collaborators

FIFA·
Alpha Industries·
Snipes·
BLIJ (collaborator)·
Kentish (own practice)

C-SIDE · CAPACITIES

Practice

Strategy & Research

Consumer & cultural research
Qualitative interviewing
Trend forecasting
Brand strategy
Insight synthesis

Creative Direction & Production

Art direction
Brand film
Live activations & events
Music video production
Creative development

Craft

Bespoke jewellery design
Luxury production management
End-to-end design pipelines

D-SIDE · SCHOOLING

Education

University of Amsterdam. BA, Media & Information (Cultural Information Studies).

COMPANION FILE

Design system

A companion Figma file documenting the type ramp, colour system, motion language, and component primitives behind this site. Useful if you want to see how a strategist actually works inside a design system.

Linking once the file is opened to public read, within the week.