I grew up between cultures, with parents from different countries and a childhood that hopped between countries. This meant I was always the new kid, figuring out how to fit in. I learned pretty quickly it wasn't just about speaking the language — it was about awareness. Reading the room, picking the right words for the right people, knowing when to joke and when to keep it straight.

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I lead my work with empathy and adaptability because of this. Language doesn't just connect us — it shapes the world around us and our experiences. It's what inspires me every day and why I love working on new creative ideas, campaigns, and brand narratives.​​​

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HOW I GOT HERE

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The short version is I’ve spent the past four years working in creative roles across action sports and lifestyle brands,  where I got into the nitty-gritty of brand work. Make no mistake, I've worn other hats — floristry, healthtech, NGO comms, a year of backpacking. Not exactly a straight line, but all of it taught me how to listen, adapt, and craft the story worth telling — and how to translate it clearly for different audiences.

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WHAT GOES INTO MY WORK​

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It starts with clarity. Each project is a puzzle to crack — understanding what needs to be said, why it matters, and how it should land, with the goal, audience, and product in mind.

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It’s also about finding new ways to achieve that — whether making an audience feel, think, or act. Knowing when to be amusing, informative, or direct (or perhaps all three at once). At its best, creative work is clear, human, clever, and part of a bigger picture. That, at least, is what I strive for.

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