About
Design Lead and Art Director with over a decade of experience in concept development, brand building, and graphic design for leading agencies and startups. Proven ability to craft impactful above-the-line and through-the-line campaigns that significantly enhance brand visibility, drive engagement, and deliver measurable results across diverse industries.
Work
Brussels, Brussels, Belgium
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Summary
Leading comprehensive concept development, art direction, and graphic design for diverse clients. Enhancing brand presence and campaign effectiveness. Also owner of Branding Studio AANGESPOELD®.
Highlights
(2023 & 2024) Lead Art Director and co-creative director for global Nespresso Studios. Guiding a team of Art Directors, Digital / Integrated Designers & Copywriters. Client facing presentations on creative and business opportunities.
(2021 - 2025) Executing impactful below-the-line campaigns for clients like Nespresso and Robeco Asset Management, ensuring consistent brand messaging across all touchpoints.
(2017 - 2025) Driving successful above-the-line campaigns for major brands including Ford, Vans, Nespresso and IKEA, significantly boosting brand visibility and market reach.
(2017 - 2025) Collaborating with top-tier agencies such as Ogilvy Brussels, GOOD, Skinn Bruges, Havas Leuven, and Emakina Amsterdam, expanding creative capabilities and industry network.
(2017 - 2025) Providing strategic brand building and graphic design expertise across multiple sectors, delivering tailored solutions that met client objectives.
Emakina
|Art Director & Design Lead
Amsterdam, Netherlands
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Freelance
Summary
Working on a 9 month sprint in order to rebrand the website of global asset manager ROBECO. ————— Creating a new set brand proposition, setting up an extensive brand guide, guiding & working with a team of skilled designers, whilst remaining in close contact with Robeco's marketing team.
Ghent, East Flanders, Belgium
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Summary
Spearheaded creative direction and art direction for a rapidly growing startup, building its brand and executing integrated campaigns.
Highlights
Joined a startup as part of a 6-person core team, establishing foundational creative processes and brand identity.
Developed and executed through-the-line campaigns for key clients including X2O, Overstock and Partena, driving significant brand engagement and market reach.
Directed and designed visual assets for Mitra, Overstock Garden, and Balmani, ensuring cohesive brand representation across all platforms.
Toronto, Ontario, Canada
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Summary
Developed and designed above-the-line campaigns for a portfolio of international and national brands.
Highlights
Created high-impact above-the-line campaigns for major clients such as IKEA, P&G, Bell, and TD Bank, enhancing brand recognition and market presence.
Provided art direction and design for diverse campaigns, including Cracker Barrel and Kellogg's, ensuring visual consistency and creative excellence.
Brussels, Brussels, Belgium
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Summary
Designed and directed creative campaigns for prominent brands, enhancing their market presence and consumer engagement.
Highlights
Developed and launched above-the-line campaigns for leading brands including Nivea, Schweppes, and Toyota, contributing to increased brand visibility.
Provided art direction and design for targeted campaigns for Pimkie, BKCP bank, and Bombay Sapphire, ensuring brand consistency and creative impact.
Brussels, Brussels, Belgium
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Summary
Generated comprehensive on and offline concepts for diverse communication initiatives.
Highlights
Developed integrated on-and-offline concepts that supported The Crew Communications' diverse client portfolio, enhancing campaign reach.
Contributed to the creative development of strategic communication plans, ensuring alignment with client objectives and brand guidelines.
Brussels, Brussels, Belgium
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Summary
Contributed to creative campaigns for major brands within a dynamic agency environment.
Highlights
Supported the creative team in developing campaigns for high-profile clients such as McDonald's, Maes, Bpost, and KBC Bank.
Gained foundational experience in advertising and art direction, contributing to concept development and visual execution for client projects.
Projects
Nespresso Studios global
Freelance Co-creative Lead
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Summary
Wrapped up project with Nespresso Global and Ogilvy Brussels. —————————— Involved as a lead Art Director during the launch of the first global Nespresso Content Studio in 2023, to becoming a co-creative director to a team of talented creatives, one year later.
PAYCONIQ —— WORLD OF BEEP (BRANDING)
Freelance Art Director
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Summary
The World of Beep turns Payconiq by Bancontact into a brand that shines everywhere it appears. A bold colour palette of yellow and magenta ties every touchpoint together with energy and consistency. The result: a playful, professional identity that belongs to the Beep-universe.
Education
Awards
ADC Portfolio Night All-Star
Awarded By
ADC Portfolio Night Toronto
Recognized as the 'All-Star' for presenting the best portfolio at Portfolio Night Toronto 2014, showcasing exceptional creative talent and potential.
Publications
Published by
Eva Kumpen & Alex Hardouin — on behalf of Ogilvy Brussels.
Summary
For FPS Economy, A completely new visual concept and branding was created, tackling SMEs’ optimism bias around cybersecurity. Instead of fear, we used humour and reverse psychology — with “hackers” trying (and failing) to hide our tips. The article shows how this approach reached 1.5M+ people and got Belgian entrepreneurs to take action.
Languages
Dutch
English
French
Skills
Creative & Design
Concept Development, Art Direction, Graphic Design, Brand Building, Visual Communication, Digital Design, Interactive Light Installation.
Campaign Management
Above-the-Line Campaigns, Below-the-Line Campaigns, Through-the-Line Campaigns, Multichannel Marketing, Advertising Strategy, Campaign Execution.
Agency & Client Relations
Client Management, Agency Collaboration, Cross-functional Team Leadership, Stakeholder Engagement.
Software & Tools
Adobe Creative Suite, Design Software, Project Management Tools.