Alex is a multidisciplinary designer and design director who blends strategy, design, and intuition to create work that resonates and performs.

Over the years, I’ve had the opportunity to lead design teams and projects of all sizes. Balancing strategy, creativity, and execution. I believe good leadership starts with clarity and trust: setting a shared direction while giving people the freedom to explore, contribute, and grow. My role often sits between vision and delivery. Shaping how we work, defining the creative process and ensuring every project moves forward with good energy. I’ve helped people refine their craft, while strengthening collaboration across disciplines and build design cultures grounded in curiosity, openness, and shared ownership.

As a designer & leader, I’ve always stayed hands-on. Sketching, prototyping, and iterating alongside the team. I care deeply about mentoring and developing designers, helping them find confidence in their voice and approach. For me, design leadership isn’t about managing from a distance. It’s about being part and shaping the creative process, inspiring others, and creating an environment where good ideas can thrive and people feel safe, happy and challenged.

With over a decade of experience in digital and product design, I’ve had the privilege of working with ambitious brands across industries. From Aston Martin or Amels Yachting to Rabobank and other forward-thinking organisations. I operate at the intersection of strategy, design, and technology. Crafting experiences that not only look beautiful but also make sense for the people who use them. I’ve led and contributed to projects spanning brand platforms, digital products, and complex design systems, always with a focus on clarity and usability.

Throughout my career, I’ve learned that great design comes from listening, understanding, turning business goals and human needs into simple, meaningful solutions. I enjoy shaping products end-to-end, from concept to launch, ensuring every detail supports the strategy and business goals. My curiosity keeps me exploring new tools and methods, while my experience helps me recognise what truly adds value.

Whether designing for a luxury brand or a financial institution, my goal remains the same: to create digital experiences that feel effortless, human, and built to last.

I’ve developed a deep appreciation for good process and system thinking. I believe strong design doesn’t just happen. It’s shaped by how teams work, communicate, and grow together. I’ve helped define ways of working that bring clarity to projects, balancing creative freedom and ownership of designers with practical structure. From building design systems to evolving brand identities, I focus on creating a shared language that helps teams design faster, collaborate better, and stay aligned.

My approach consists of setting up frameworks that guide creativity without limiting it. I enjoy simplifying complexity, turning abstract principles into tools and processes that make design more consistent, scalable, and human. Whether it’s shaping design culture within a team or building the foundation for a visual identity, my goal is always the same: to create systems that empower people to do their best work, together.

Alongside design, I’ve spent years developing websites actively bridging creativity with technology. I often work with Webflow, GSAP, and modern technologies to build fast, flexible, and reliable digital experiences. Webflow has become a key part of my toolkit for its balance between power and simplicity: it allows for precise control over design, smooth animations, and a clean, maintainable CMS system that clients can easily use themselves. Its reliable hosting and scalability make it a great fit for everything from small studios to global brands.

Beyond the technical setup, I care deeply about how a website feels. How motion, layout, and storytelling work together to create something memorable. Tools like GSAP help bring subtle motion and interaction into play, turning static pages into engaging experiences that reflect a brand’s personality. Whether I’m developing a launch site for a new product or a large-scale marketing platform, my focus is always on performance, usability, and impact.

I see development as an extension of design. An opportunity to translate intent into experience, craft into code, and vision into something people can touch and explore.