In mid-2024, I joined OLAF (Our Life As Friends) as Art Director to help refresh and reposition the brand. Leading a small design team, the focus was on establishing clear brand values and a cohesive creative strategy, with the ambition of building a consistent and enduring brand world across branding, marketing, and seasonal concepting.

OLAF already held a strong presence within the Netherlands and across key European markets, supported by an existing community and cultural relevance. With that foundation in place, the task was not to redefine the brand’s spirit, but to reframe it, shaping its core energy into a more mature and considered expression. After ten years, the work was about preparing the brand to confidently sustain the next decade.

Key projects

Brand strategy, brand identity redesign, website design, packaging systems, seasonal concepting, campaign concepting and planning, lookbook concepting and planning, showroom design and execution, photography, and directing.