Experience

I have more than ten years of experience across technology companies, creative agencies, and international organizations. My work includes OVHcloud, deepset, DoubleCloud, and the OECD, where I led the creative direction for a global summit bringing together ministers from more than 70 countries.

Working across organizations of different sizes has taught me how to balance creative ambition with practical complexity. I build brands that can adapt to new needs without losing the idea and visual character that make them distinctive.

Approach

Every project begins by understanding what the organization is trying to become, who it needs to reach, and what should make it recognizable.

From there, I define the central creative idea and translate it into a visual language across color, imagery, typography, motion, and composition. I then build the principles and systems that allow the identity to work consistently across teams, markets, and formats.

I work closely with leadership, designers, writers, and external partners—setting the creative direction while creating enough structure for others to carry it forward..

Curiosity

My PhD in Digital Arts from the University of Arts in Belgrade and Ghent University reflects a long-standing interest in creativity, technology, and visual culture.

I continue to explore new tools and ways of working, particularly the impact of generative AI on creative production and brand leadership. As making becomes faster, the value of judgment and direction becomes clearer: knowing what is worth creating, what feels specific, and what should hold the brand together.