My story
Blame it on apples
I think I was about 10 years old at the time. My sister and I were spending yet another Saturday afternoon at our parents' vineyard and were bored out of our minds.
And then, all of a sudden, this silly idea hit me: “Let's make a lemonade stand as those kids in movies do. Sure, we don’t have lemons, but we have apples. We have no paper or coloring pencils, but we have our grandpa's old magazines and a carpenter's pencil. And there is a road.”
We went to work. We created the plainest "billboard" ever, hung it by the road and showcased our home-grown, completely organic apples. And waited...
After half an hour we forgot about our "stand". Zero traffic. And there was a lizard to be caught.
While we were chasing that poor lizard, we heard our mum scream. "Girls, what have you done?! Here is a gentleman who wants to buy some apples. Since when do we sell apples?"
Boy, were we in trouble. We "forgot" to stock up. Had no packaging. Our mum had to take care of the product, while our grandpa entertained, khm, stalled, our customer. But at the end of the day -- we made money! I will never forget those crumpled bills in my hand and that feeling of selling my first product. I got hooked...
Fast-forward to today. I am still hooked.
But now, I use digital billboards and roads and rely on strong analytics. I believe the way a product is presented and packaged is as important as the product itself. I do thorough market research first and of course get all required permissions. I do not leave my stand as long as the work is not completed. And apples have been replaced with different kind of products.
Some things, however, haven't changed. I am still creative and can't stand being bored. I firmly believe in teamwork. And my sis is still my best friend.
Welcome to my stand. :)
After my apple-selling stint, I took on some more serious jobs. Click here to read my official biography.
To explore the projects I have worked on, click here to access my portfolio.
My values
The way I approach my work isn’t just about delivering results—it’s about staying true to the principles that guide me every step of the way. These values shape how I collaborate, create, and connect with my clients.
Clarity Above All
I believe in simplifying the complex to create communication that resonates.
Strategic Creativity
Every idea I craft is grounded in purpose, analytics, and a touch of imagination.
Collaboration Is Key
Whether with clients, teams, or partners, I value working together to achieve shared goals.
Integrity Matters
I’m committed to delivering honest, reliable, and thoughtful solutions.
My work principles
Great work stems from a clear, thoughtful process. These principles define how I approach every project, ensuring that the solutions I deliver are not only effective but also tailored to your unique needs.
Thorough Research Comes First:
Every project begins with a deep dive into the data, audience insights, and market landscape to ensure the strategy is grounded in facts.
Tailored Solutions, Every Time:
I adapt my strategies to meet your unique needs, ensuring your brand stands out in the right way.
Do It Right:
I’m committed to quality and detail at every step. I know everyone says this—but I invite you to explore my approach to see how I truly deliver on this promise.
Hands-On Execution:
I don’t just advise; I actively bring strategies to life, staying in the trenches until the work is done.
Sustainable Results:
My goal is to create frameworks and messaging that grow with your brand, offering long-term value and impact.