For over twenty years, I have worked at the intersection of innovation, design and brand strategy.
My background has been shaped in demanding environments — technical, regulated and at times sensitive — but also in refined, high-end worlds where precision, discretion and responsibility are not optional. These are high-level contexts, where egos can be strong and the people involved are often exceptionally bright. They taught me that every decision carries reputational weight, and that whatever is designed must be built to endure.
« It was not always entirely smooth sailing, but if we are this satisfied with the outcome, it is largely thanks to her vigilance and high standards. Her bullshit radar was a real strength for the project. » — Grégoire Mulot, Possible Futur / FROG
I no longer believe in compromises that weaken a project in the name of moving faster. Experience has taught me that these shortcuts always come at a cost. Trust is built on the value you bring. Rather than “minimum viable products,” I prefer “minimalist foundational products”: fewer promises, stronger foundations.
In a world saturated with products, services and messages, I am above all interested in the genuine relevance of innovation — its usefulness, its appropriateness, its externalities, and its ability to respond to authentic needs. Not everything that can be designed necessarily deserves to be produced.
I am convinced that far too many unnecessary and toxic products are being made, while real and concrete needs continue to be overlooked — particularly in markets where female customers remain insufficiently addressed.
The relevance of an innovation is also measured by the quality of experience it delivers. Creative genius should be used to bring more value and more beauty into life.
My path has been anything but comfortable. It has gone through several major pivots — some chosen, others imposed by reality — and a direct confrontation with the cost of decisions. I have started again from zero several times, and practised many different professions, often in parallel.
These reorientations were not theoretical. They are the kind of experiences that change a person and give perspective: you become less impressionable, and you gain greater freedom of thought.
I have learned to slow down, but never stopped exploring or being amazed. My appetite for learning has remained intact. I devote more than 20% of my time to continuous learning and my own R&D, so that I remain relevant and competitive.
I work with a tech stack built around advanced software, platform-based digital tools and complex systems. 3D, technical visualisation, editorial production and artificial intelligence are integral to my practice.
I use AI intensively, but with discernment, as a tool for exploration, prototyping and clarification. Innovation is only meaningful when it serves a clear intention, human judgement and good taste.
This translates into structured workflows and methods, an ability to engage with engineers as easily as with decision-makers, and an obsession with coherence — down to the details no one notices.
I see urgency as a nuisance — often self-imposed — that degrades the quality of decisions. Without rushing, I have consistently met the standards of prestigious brands, deliverable after deliverable, year after year.
I am meticulous and demanding, and I favour concentration, structure, cycles and quality. The habit of fragmented attention is foreign to me, not least because I have chosen to protect myself from social media and the news cycle. That mental availability feeds my ability to see beyond the obvious and to exercise a strategic intuition that I consider a genuine working tool.
Although I remain outside the political mechanisms often at work inside companies, I am attentive to people and relational dynamics. I favour gentleness, but I do not hesitate to say what I think — because that is often the most loyal way to protect a project.
This level of rigour prevents unnecessary conflict later on and protects teams from costly mistakes.
Unlike a simple service engagement, long-term advisory requires shared values and a genuine sense of resonance.
I am deeply attached to my country, Switzerland: its precision, its sense of responsibility and civic-mindedness, its culture of quality, its discretion. I work primarily within a European framework, where I find standards and codes that feel naturally aligned with my own.
I am bilingual in French and English, and I also understand Italian and Spanish.
Outside professional contexts, I maintain the same standards of precision in disciplines — both athletic and artistic — that require calm, concentration and control. I am also deeply drawn to fashion and elegance.
I am used to working with both internal teams and external partners.
I take on only a limited number of projects at a time and become genuinely involved when the context is serious and the level of standards is shared.
Am I the right person for your current situation?
For me, thinking cannot be separated from doing.
Alongside my advisory engagements, I maintain an active production practice. My work in 3D and photography is presented on the two dedicated portfolio websites below:
