Evernote Rebrand
Context
Evernote was introducing a new visual identity, and the website was one of the first places it needed to feel fully resolved – not just as a brand system, but as a live digital experience.
Approach
& Impact
I directed, storyboarded and designed the main website animation, alongside a wider set of static and motion assets. Working closely with product designers, I helped carry the new visual language across the site, using AI where useful to generate variations, explore faster and speed up production.
Bending Spoons
Employer Branding
Context
I led creative work across Bending Spoons’ employer brand, from always-on recruitment campaigns to flagship initiatives such as First Ascent. The challenge was to communicate a demanding culture in a way that still felt relevant and inviting to different audiences and markets.
Approach
& Results
Research shaped the creative direction. When interviews showed that messaging around excellence and competition could put some candidates off, I helped shift the campaign towards a more encouraging invitation, then led the team through execution. Across recruitment work, iterative creative contributed to 2× CTR and a 10× reduction in cost per application.
WeTransfer Advertising
Context
I lead creative direction for custom advertising at WeTransfer, shaping ideas that feel native to both the brand and the platform – from motion-led campaigns to bespoke interactive experiences.
Approach
& Impact
My approach combines fast strategic thinking with AI-assisted exploration, rapid prototyping and hands-on art direction, so ideas can move quickly from pitch to something tangible. The work has helped turn early-stage opportunities into $150K+ campaigns with major brands, and increased client investment in the platform.