Tell us a bit about your role! Is there a “typical” day?
You know, before I jumped ship to the corporate side, a former colleague of mine who'd moved between the studio and corporate worlds gave me a heads-up: it'd be quite a shock.
And boy, was he right! Back in the studio, it's pretty smooth sailing, you know? You're an expert in your niche, buzzing away in a creative beehive, but when I did make the move to corporate, tasked with building a design team from the ground up, it really felt like I went from playing in this perfectly tuned orchestra to suddenly being a one-(wo)man band!
Fast forward to now, I have an amazing, small but mighty team backing me up, but I still juggle a bunch of roles and wear many hats. My typical day goes from managing the internal design studio and operations, overseeing the budget, resources, people, processes, and quality standards of the creative, to spearheading the creative strategy, and execution, of brand experiences across multiple projects and touchpoints (including packaging, digital and retail) within our hygiene portfolio of brands.
It's a balancing act between strategic planning, resource and project management, and creative direction, with each day presenting new challenges but also plenty opportunities for growth and learning, which is what I find most interesting and motivating in my current role.
What was the biggest challenge in getting to your current position?
I think it would have to be building the confidence to step out of my comfort zone and embrace a whole new and unknown arena. It required shedding the safety net of agency life’s familiarity and venturing into the corporate uncharted territories. I transitioned to (what some call) the “dark side” in search of new opportunities for growth and fuelled by a desire to be within the brand-building arenas - where global brands were being shaped and grown.
With significant investment into design and brand experience, particularly from a strategy perspective, the stakes are high. This means that you need to have a sound and clear point of view on the vision for the brands you work with, be confident in your strategic choices and the creative direction you pursue - particularly with our global hygiene brands. I enjoy the rigour that goes into the work, making sure that we’re always doing right by the brands and the people we design for.
What is your personal background and what role did it play in your career?
My journey into design has been anything but linear. I've always been a curious soul, constantly itching to try new things. As a kid, I drove my mom up the wall with my requests to join various classes – from painting to piano, jazz, tennis and even Taekwondo. But I have to admit, my attention span was short, and there was always something shiny and new for me to deep dive into, much to my parents' frustration.
My family background was pretty conventional – middle-class, divorced parents, my family mostly made up of doctors and economists or solicitors. I was the odd one out, the creative one that lacked “focus”, or having a clear life plan in place. With no real guidance or reference, I didn't even consider design or creativity as a possible career.
However, I was always drawn to the visual arts, and I loved drawing – Manga, in particular, was my thing. Despite my aptitude for academics and my father's encouragement to pursue politics, I couldn't shake off my artistic inclinations. There was this internal conflict between passion and practicality. Eventually, I gave in, studying politics and even doing a stint in London's Whitehall for Liberal International.
But it didn't take long for me to realize that pursuing a career in that area wasn't my calling. Even amidst the NGO hustle days, I found myself gravitating towards creative tasks – from event collaterals to designing our monthly newsletters or being involved in the design of the conference spaces. It was during this time that some colleagues started pointing out my knack for design and suggested I pursue it professionally.
So, at the age of 27, I took a leap of faith. I quit my job, saved up some cash, and dove headfirst into a graphic design program in London. Before I knew it, I found myself in Amsterdam, where I landed a junior role at Design Bridge. They took a chance on me, despite my lack of experience and a basic portfolio. And for that, I'll forever be grateful.
The studio became my school of thought, craft, and my family away from home. Suddenly, I was surrounded by these incredibly talented and unique individuals, from all corners of the world, who inspired me daily. Most of what I know about design today, I learned from working alongside them – a privilege I don't take lightly.
Now, I'm in a position to pay it forward. I mentor at the Arena, hoping to guide and inspire young creatives, especially those from non-traditional backgrounds like mine. Because breaking into this industry can be daunting, and I want to be the helping hand that someone once extended to me.
What is your biggest career-related win? What is your biggest loss?
When I think about my biggest career wins, I rarely think of the flashy, headline-grabbing projects. It's the quieter moments, the small victories that happen behind the scenes. Like when eyes light up as we crack a tough problem, or when I witness the impact our work has on someone's life. It might sound corny, but those are the moments that really stick with me. They remind me why I do what I do and make all the hard work totally worth it.
When I look back on my biggest losses, they often revolve around moments where I couldn't inspire someone or guide them to reach their full potential. Same goes for those ideas we passionately believe in and pour our hearts and souls into, only for them to be brushed aside or misunderstood. But you develop a tough skin in this industry and, after over 15 years, I have learnt that sometimes you have to let go. I have realised that there are no such thing as mistakes – only opportunities to learn and explore alternative pathways to fresh insights and new breakthroughs.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
I have been lucky enough to work with some incredibly talented people – from mentors, leaders and teammates, every single person you meet in this industry teaches you something.
People are always the best catalyst for inspiration. I don't particularly adhere to any specific movement or follow any individual closely.. guess following has never been my thing. Much like music, my inspiration is influenced by my mood and the situation I'm in. I draw inspiration from everyone and everything around me.
Sometimes I’m all in my Rams energy, and sometimes I’m in my chaotic and surrealist Sagmeister flow. You just never know where you’ll find the next idea, so I always try to keep a healthy dose of curiosity and be open and aware of the world around me. My mind feels like an attic, cluttered with trivia, visuals and randomness that I draw upon it when the need arises. I feel our world is this ever-changing, exciting place. I try to take the scenic route, pick-up as much along the way, and enjoy the journey.
What advice would you give to your younger self?
Looking back on my journey into the world of design, I realise that imposter syndrome weighed heavily on me for quite some time. If I could offer advice to my younger self, I would encourage her to embrace authenticity and stop pretending to fit in. Pretence, I've come to understand, is just fear dressed in black.
Instead, I'd advocate for being true to yourself, especially in an industry as colourful and wonderfully diverse as ours. I've had the privilege of meeting creators from all corners of the globe, each with their own quirky backgrounds and personalities. One of the things I love about our creative community is that there truly is no need to conform to any particular mould to be welcomed, but rather, it is our unique way of looking and reimagining the world around us that makes us truly valuable and valued.
Another piece of advice I'd give my younger self is to prioritise practicing communication skills. As a bit of an introvert, I struggled with public speaking, but I've since realised its importance in effectively conveying ideas and selling our work. It's easy to underestimate how challenging it can be for non-creatives to grasp concepts that come naturally to us. Learning to articulate thoughts, explain design decisions, and communicate effectively is invaluable in this industry. Looking back, I wish I had invested more time in honing these skills during my early days as a designer.
What’s your one big dream for the future of the industry?
One of my biggest dreams for the future of the industry is to have design recognised as an integral driving force in innovation and impact, both from a business perspective and from a societal standpoint. I truly believe that design is not just a tool; it is the most powerful means of driving positive change.
For me, design responds to the profound questions the world is asking, and acts as a catalyst that propels us forwards, guiding us through the complex landscape of challenges and opportunities we face daily, and helping us shape a better today and tomorrow for both people and planet.
What are your top tips for aspiring creative professionals?
Dream big but keep your feet on the ground. Enjoy every part of the adventure, including the unexpected twists and turns. Take every challenge in life as an opportunity to grow and learn and don't wait for that call or opportunity to knock on your door, go out and create your own.
Take life by the horns, and when making decisions, make sure that they really do reflect what you believe in and where you want to go. And try to think about the effect of your decisions long term too. Aim for choices that not only benefit you but also contribute to a brighter, more sustainable future for all of us.
What are your top tips for other creative leaders?
First up, make your team's workspace an ideas playground. Innovation loves play, and when playing, the more the merrier! The next big thing might just spark from a casual chat by the coffee machine.
Talk green – it's not just good for the Earth, it's what our customers are craving. Embedding sustainability into our designs isn't just smart; it's essential.
Lastly, keep that growth mindset going. Why? Because when our team's brains are in 'growth mode', they're not just tackling tasks; they're out there solving puzzles, learning new tricks, and staying curious about what's next. Remember: head in the clouds, feet on the ground.
How do you handle creative blocks or burnout?
I find this to be a deeply personal journey - everyone develops their own strategies.
I've found that forcing creativity doesn't yield results. Instead, I create mental white space. When I hit a wall, I step back and clear my mind, focusing on activities that bring me joy. Whether it's taking a bike ride through the forest, listening to music, reading a book, or playing with my kids, finding moments of joy helps me reset and recharge.
Disconnecting from work allows me to approach challenges with fresh eyes, making it easier to generate ideas and find solutions. I've learned that this approach is more effective than pushing through or overthinking things.
If you weren’t in your current industry, what would you be doing?
It’s tough to say. It really depends on when you ask me – five years ago, my answer would likely have been quite different. I tend to go through a lot of phases, and change my mind easily (sorry mum, still the same).
Right now, I could probably picture myself teaching. Used to love my art teacher - he really had a profound impact on me growing up - I’d love to be able to do that for someone else. Either that or holed up in a shed, working on something hands-on, probably with wood, making wonky chairs and restoring old stuff.
When you think about your team, what is the thing that matters to you the most?
Seeing people thrive, personally and professionally, is incredibly fulfilling. Knowing that I played a little part or contributed to their journey brings me a lot of joy.
I try to prioritise creating an environment where people feel supported, empowered, and inspired to reach their full potential. Ultimately, I feel watching teammates or mentees thrive, is the greatest measure of achievement for anyone leading teams.
What industry trends do you foresee taking hold in the coming months?
I'm keeping a keen eye on a trio of trends that are reshaping our industry landscape.
On a macro scale, sustainable innovation is as a crucial pivot. Companies are weaving sustainability into the very fabric of their brand narratives, and it's paying off.
On the consumer front, there's a clear shift towards confrontational consumerism. Today's shoppers aren't just choosing with their wallets; they're not shy to call out brands that miss the mark on cultural alignment. It's a world where actions speak louder than ads.
And in the bustling aisles of FMCG, the David vs. Goliath story unfolds with micro and challenger brands. These agile players, like the niche-loving consumers nursing their growth, are proof that small can indeed be mighty. They're not just shaking up the shelves; they're redefining what it means to be a brand in today's hyper-connected, value-driven marketplace.