Originally trained as designer, worked for Dalli international, Royal Sanders, Albert Heijn / Ahold Delhaize.
More than 25 years of experience in operational and strategic brand-design and the consistent translation within all media (eg. store-design, packaging, in-store communication, corporate media, mass market communication).
Strong believer in the added value of design and creativity for companies. Expert in Retail design and Private Label. Founded Yellow Dress Retail in March 2009, as a Retail design agency, with a strong focus on Private Label.
Co-author of:
-Private Label Uncovered, taking retailer brands to the next level (2011) - Managing Private labels, Sharing knowledge from research and practice (2015) - The Private Label Revolution (2019)
Specialties: (Retail) Brand Strategy & Visual Identity - Private Label & Private Label Design Strategy - Retail Communication.