Senior product designer and creative director working at the intersection of brand, interaction, and systems thinking. Based in Amsterdam.
Every project begins with honest curiosity — asking the right questions before reaching for tools. My process is iterative, collaborative, and shaped around the specific challenges of each engagement.
Stakeholder interviews, competitive audits, user research. Understanding not just the ask — but the actual problem beneath it.
Synthesizing research into a clear design brief. Defining success metrics, constraints, and the creative direction that will guide all decisions.
Wide exploration before refinement. Generating 3–5 distinct creative directions, each with a coherent visual language and rationale.
Precise execution of the chosen direction. Systematic design tokens, component libraries, motion language, and documentation — built for handoff.
Detailed specs, developer hand-off, QA, and post-launch measurement. The work doesn't end at delivery — it ends when it works.
"The brief said 'scientific authority.' What they actually needed was permission to feel urgent — and give that urgency to their audience."
Meridian came to us with a functional but forgettable visual identity. Their materials looked like every other climate NGO — stock photography of renewable energy, sans-serif type, muted greens. Nothing was wrong, but nothing was right either. The brand had no point of view.
We started with a two-week discovery sprint: 12 stakeholder interviews, a full competitive audit of 40+ climate organizations, and user testing sessions with their primary audience — policy makers, institutional investors, and journalists. The consistent finding: people trusted Meridian's research but didn't feel the stakes.
The final system is built around the concept of Honest Weight — typographic density as a communication tool. Every layout is calibrated to feel like evidence: structured, documented, and impossible to ignore.
Alex doesn't just design — he reframes the problem until the solution becomes obvious. The Meridian rebrand changed how we communicate with the world.
The Vault design system is still the best we've ever shipped. Clear principles, zero ambiguity, and it actually scales. Rare combination.
Working with Alex felt like having a creative director, strategist, and craftsman in one. The Solstice app became our biggest user acquisition driver.
I'm a senior designer and creative director with nine years of experience leading brand identity and product design for startups, agencies, and established companies across Europe and North America. I believe that design's highest function is to make complex things feel clear — and forgettable things feel memorable.
Open to select projects for 2025. Interested in brand, product, and systems work with ambitious teams.