I’ve spent more than 30 years moving through advertising, marketing, digital, and design, but it’s wayfinding where everything clicks for me. I don’t see it as signage—I see it as a conversation. A good system should speak to people clearly, calmly, and with purpose. That belief is grounded in my background, but also in my deep respect for the user experience.

Before leading Humanics Collective Benelux, I ran creative teams at Ogilvy & Mather, Young & Rubicam, D’Arcy/Inízio Design, and Satema Interactive. I also served as Marketing Director for a group of private eyecare hospitals, where I saw first-hand how critical it is to align operational reality with people’s expectations—especially when they’re under pressure.

I’ve never liked the idea of clients and consultants being on opposite sides. Better outcomes come from working together, and that’s why I’m here.

As a kid, I wanted to be an architect. I ended up in advertising. Now I’m in wayfinding. Seems like I finally found my way.