I'm Creative Director of Boldking, where I've spent nine years building the brand from the ground up: identity, packaging, campaigns, retail and tone of voice. Starting a brand is the fun part. Keeping it sharp year after year, once everyone is used to it is the real job.

Some other things I'm proud of: I took a champagne brand to Colette. I was handed a government brief nobody wanted and turned it into a TV channel. And every October, a yellow square I made lights up Amsterdam.

I've worked in Amsterdam and New Delhi, exhibited in Paris and Milan, and run my own studio. I trained at Design Academy Eindhoven, and before that I ran a McDonald's floor, which taught me more about brands than you'd expect. The work has won a Dutch Design Award, an ADCN and an Audify.