01. ABOUT ME
Creating meaningful experiences, connecting design, innovation and strategy to deliver solutions that people remember.
My career has always been driven by curiosity about people, brands, technology and the role design can play in connecting them.
Over the years, I have moved from creating visual experiences to leading design and, ultimately, shaping the strategies and systems behind them.
Today, as Head of Design Strategy at Victorinox, I work across disciplines to translate brand and business ambition into design direction. I connect strategy with product, experience, storytelling and innovation, creating the frameworks that allow teams to make better, more consistent and more purposeful design decisions.
My background spans design, creative direction, brand experience, business transformation and leadership. I have worked across different industries and international brands, giving me a perspective that combines creative intuition with strategic thinking.
What interests me most is not simply what we design, but why we design it, what problem it solves and what value it creates.
Strategy gives creativity direction.
Creativity gives strategy form.
02. ExPertise
core competencies
Design Strategy & Creative Transformation
Connecting brand and business ambition with design. I define design strategies, principles, frameworks and new ways of working that turn vision into actionable direction and help organizations evolve through design.
Brand Experience & Creative Direction
Turning brand strategy into a consistent and recognizable experience across physical and digital touchpoints. I connect storytelling, visual identity, content and experience through a clear creative vision.
Product & Packaging
Design
Creating meaningful, distinctive and purposeful product and packaging experiences. From concept and design direction to visual language and execution, I combine brand identity, user needs and aesthetics to build coherent experiences.
02. WORK
featured projects
A glimpse into my work.
VICTORINOX X LA MARZOCCO
Designed a cohesive La Marzocco × Victorinox collaboration, bringing both brands together across the coffee machine, Swiss Army Knife and packaging through a distinctive expression of craftsmanship, precision and iconic design.
SWAROVSKI A/W CAMPAIGN
Managed the creative development of Swarovski’s seasonal campaigns, shaping concepts and visual direction across global brand communications.
VICTORINOX X ADIDAS
Co-Designed the product bundle for Victorinox × adidas collaboration, bringing Swiss heritage and urban style together across footwear, Swiss Army Knives and packaging through a bold, distinctive design language.
PRODUCT DESIGN GUIDELINES
Developed the Victorinox Product Design Guidelines across four product categories: Swiss Army Knives, Cutlery, Travel Gear and Watches, translating brand strategy into clear principles that strengthen consistency, identity and future product development.
03. EXPERIENCE
professional journey
VICTORINOX AG
HEAD OF DESIGN STRATEGY
SENIOR CONTENT MANAGER (TEAM LEAD)
Led design on key client accounts and mentored junior designers.
IWC SCHAFFHAUSEN
SENIOR TRADE MARKETING Designer
Worked within a product team to design and launch two new software features.
DANIEL SWAROVSKI CORPORATION
CAMPAIGN MANAGER
VISUAL MERCHANDISING MANAGER
Supported the design team with wireframing, asset creation, and user research.
open to new opportunities and collaborations.