About
Design systems, digital culture, and the point where structure starts to feel alive
I design systems, interfaces, editorial structures, and brand worlds that need both clarity and character.
Practice
Design, systems, and a preference for the useful middle ground
I have worked in design and media for roughly 30 years, with agency phases early on and around 15 years of freelance practice in between. In that time I have worked on around 300 projects for roughly 30 clients, mainly individuals, startups, and cultural organizations.
My practice moves between systems design, UI and UX design, branding, editorial design, web work, packaging, and the stranger formats that do not fit neatly into an agency category. What ties the work together is not style for its own sake. It is the search for the right structure: the right rhythm, the right wayfinding, the right degree of tension, and just enough atmosphere before a project drifts into decorative nonsense.
What I focus on now
- Systems design, UI/UX, and web
- Editorial, branding, and packaging
- Concept-led formats that still need to be usable
- Hybrid projects between design and digital structure
Trajectory
From Pixelpark to independent practice
I started at Pixelpark, then worked through smaller agencies including Plastic Reality, K&D, and BrothersBit before returning, repeatedly, to independent practice. A large part of that work was for individuals and smaller organizations that needed clear digital and printed communication.
Later, many of my main clients were startups in the founding phase. For them I built assets, mock-ups, prototypes, campaigns, identities, and product worlds that helped ideas become visible enough to test, pitch, and grow.
Today I am especially interested in projects where design has to do more than decorate: systems, interfaces, editorial environments, concept-led brand work, and hybrids where communication, product thinking, and digital structure meet and have to learn to get along.
Some AI-adjacent projects also appear on the hub or inside Human in the Middle. Here they are read from the design side: as form, system, orientation, and lived experience.
Working method
What I bring when a project gets more complex
I work alone or within a small team, depending on the project. I also prototype and build with AI-assisted coding when that helps make an idea visible faster, accelerate a test, or save everyone from an unnecessarily ceremonial handoff.
If a project needs structure, tone, and a point of view strong enough to survive contact with reality, that is usually a good sign.
Why people end up here
- Because a digital product has become too generic.
- Because a brand needs conviction, not just surface calm.
- Because a system should create orientation, not merely perform sophistication.
- Because concept, structure, and feel need to be designed together.