From crafting visuals to designing how things work.

My career started at an advertising agency, as a graphic designer learning the craft under tight deadlines and demanding clients. A period as a freelancer followed, which taught me to own the whole job, from the first brief to the final invoice.

In 2021, I joined Nors as a corporate communications designer. The work covered internal and board-level communication, and keeping the brand consistent and the creative quality high. It also taught me something that has shaped everything since: most brand problems aren’t design problems; they’re problems of process, alignment and systems.

That lesson led to the biggest project of my career so far. As deputy project manager for the Nors global rebrand, I helped bring 13 business units, each with its own brand, under one global identity across 17 workstreams, from diagnosis and concept to digital and communication. My role was keeping every stream on track and aligned with stakeholders, the steering committee and the board.

Since early 2026, I’ve led the Design Hub, where my team of three centralises creative work for 13 business units worldwide. Beyond the design itself, much of our work is building the structures that make it possible at scale: a framework to measure brand consistency, better ways to manage assets, and more agile ways for teams to ask for what they need.

Looking ahead, I want to focus on the experience behind the brand. A consistent identity matters, but real results come from how people find, understand and use what a business offers, and how the teams serving them work. Part of that is understanding where AI genuinely helps, and designing how people interact with it. I’m studying AI product management and human–AI interaction, and applying what I learn to real work as I go.

Good design should be measured by its impact on people and on the business, not just by how it looks.