Q: How do you envision the future of the creative industry?

I often begin workshops with clients by asking them to draw a square, a triangle, and a circle—simple shapes that anyone can create. I do the same alongside them. The exercise serves as a reminder that when it comes to ideation, we all share the same innate capacity, regardless of whether we’re designers or not. It also helps break down the hesitation or self-consciousness many feel about picking up a pen and sketching.

With the rise of AI tools, I see incredible potential for deepening the creative dialogue in the design industry. These tools don’t just open up new ways of expressing ideas; they also provide innovative ways to collaborate and communicate with clients. AI has the power to unlock entirely new streams of creativity, particularly when addressing critical challenges like sustainability. What once seemed daunting or overly complex can become approachable and even inspiring with the support of these technologies.

By saving time on repetitive tasks, AI enables designers to focus on the often-overlooked details and elevate the quality of discourse. It’s not about replacing creativity but amplifying it—removing barriers and empowering us to explore, innovate, and refine our work in ways previously unimaginable. This is an exciting moment for design, one where technology becomes an ally in shaping a more thoughtful, sustainable future.

Q: What is an unexpected source of inspiration that has influenced your work?

A designer’s inspiration knows no bounds, drawing from the vast and diverse tapestry in the world around us, - not everything can be confined to an image. This might sound paradoxical, especially for someone in a visually driven field, but the spark that ignites the creative process often transcends the visual. Inspiration can be rooted in the intangible—the resonance of a sound, the essence of a scent, or the emotions evoked by the written word.

For me, the pages of In Praise of Shadows by Jun’ichirō Tanizaki hold a profound source of inspiration. In this masterpiece, I discovered the art of crafting human-centered designs where spaces speak to the soul. These designs embrace subtlety, rejecting the dominance of harsh light to preserve an air of mystery and depth. They invite discovery, layering atmosphere and mood in a way that draws people in and holds them. It is in this interplay of shadow and light, of what is seen and what is felt, that design becomes a living, breathing experience.

Q: How do you work with clients to provide an outside-in view that challenges beliefs and pushes them to explore new creative territories?

A: At the heart of our work lies a skill often overlooked: listening. A significant part of our role is to take client feedback and infuse it with creative magic, transforming ideas into something truly captivating.

Great design emerges from a deep understanding of people, gained through observation and active listening. and I get to practice these skills daily here. Engaging with diverse perspectives—whether from colleagues or clients—challenges your point of view and pushes your creativity into uncharted territory. Every conversation, every collaboration has the potential to inspire and lead to extraordinary outcomes.

The results of this process are much like IKEA furniture. Its impact lies not just in its design but in the sense of ownership it inspires—you build it with your hands, adding your own personal touches. Similarly, FutureBrand UXUS projects are a co-creation, blending the client’s vision with our expertise to create something unique, meaningful, and deeply personal. It’s this collaboration that makes the final result truly unforgettable

Q: How would you describe your job to a 5 year-old?

A: I’d say: “I have a box of magic crayons. Whatever I draw on paper comes to life!” And honestly, I use this description every chance I get. It’s a simple, magical way to explain what I do—turning ideas into reality, one drawing at a time.

Q: What motivates you?

A: What motivates me? I was recently watching a documentary about Elvis Presley, and something one of the artists said struck a chord: if you’re not terrified before stepping on stage, something is wrong. That persistent fear is what pushes an artist to deliver an extraordinary performance. I believe the same applies to design. I'm driven to constantly challenge myself and create something exceptional.

As well, the feeling of seeing the results of my “magic crayons” come to life is incredibly addictive. There’s nothing quite like witnessing an idea take shape and become reality—it’s a thrill I want to experience over and over again.