Digital performance>>>>>>artist.
For 22 years I've been trying to find the character of brands. Half craftsman, half skeptic. I see every brief as a riddle, every delivered work as an argument.
For me, design is a way of building an argument.
It started in primary school when, after I stopped coloring the paper put in front of me, a teacher asked what kind of life I would design as an adult. The name of the answer I've been giving since that question is this studio. Across a 22-year journey, I moved from a print shop to an agency, and from an agency to my own practice — the only thing that didn't change was the heart of the person behind the design.
Design has two legs: one is measurable discipline, the other is immeasurable intuition. I work at the intersection of both. I care not just about brands becoming beautiful, but about them growing in a consistent, defensible and scalable way. Good design isn't a fashion; it's the construction of a character.
Twenty-two years,,
the same question.
- 2002
First touch
I started design on the print floor. The smell of ink, the weight of paper, how a printing error speaks — the foundations came from here.
- 2008
Going independent
Signed off the first freelance brands. Through the identities of small ventures, a big lesson: design is learning to see through the owner's eyes.
- 2014
Studio era
Agency and studio partnerships. For 6 years, the habit of running different disciplines (motion, digital, packaging) interlaced.
- 2020
Mood Works
Return to independent practice and the founding of Mood Works. Working with the philosophy of fewer but deeper client relationships.
- 2026
Today
8–10 brands per year. Long conversations with each, an open process, measurable goals. A rhythm where quality comes before quantity.
My working manifesto.
Strategy comes before glittery aesthetics.
A logo can always be drawn; what question a brand should answer can't always be known.
Less work, deeper work.
I work with a limited number of clients. More time = fewer mistakes = more courage.
Whoever owns it, presents it.
Producing the design together with its owner. Top-down design isn't long-lived.
Every design is a set of decisions.
At the end of the work, I leave behind not a 30-page brand book, but 30 clear decisions that will guide the brand for life.