Amsterdam
I design identity systems for protocols, build decentralised agent infrastructure, and write about what happens when AI makes generation effortless but thinking optional.
At IFT I lead Acid — the internal creative studio responsible for nine brand properties including Logos, Waku, Nimbus, Codex, Nomos, and Keycard. Before that: Global Creative Director at Nike, Brand Creative Director at Magic Leap, Executive Design Director at OLIVER/Adidas, Group Creative Director at R/GA, Brand Director at Status.im. The thread is the same across all of them — systems over artifacts, identity as infrastructure, design as structural argument.
The current work sits at an intersection that almost nobody else occupies. Creative direction meets protocol design meets AI agent economics meets philosophy of technology. The projects are the proof — a decentralised agent marketplace, a whistleblower platform with no server, a research paper on trading AI memory, a terminal design system, a cozy horror card game where every card is a real book, and an AI trading platform that assumes the user wants to state an intent rather than stare at charts.
The writing is the argument. Representation before generation. World models before tools. The Bauhaus as prototype for AI-age pedagogy. Epistemic horror as design methodology. Brand audits as structural critique.
Education: Yale, School of Visual Arts, Carnegie Mellon.
The position is simple. The tooling got so good that the thinking became optional. Most of the interesting work now is not in what AI can produce — it is in what the person directing it actually understands. That internal model cannot be downloaded. It has to be built.