Brand Systems                         Creative Concept                         Narrative Design                         Brand Scaling                         AI Creative



Creative Concept
 This section shows the conceptual thinking behind the work: how I move from a brief to a visual language, from ambiguity to a direction that a team can rally around and execute at scale.
CKO
DeepL Bridges
Mosaic Fest
Dieburg Museum
DeepL CKO 2025
Global Company Event At the scale of a global employer event, creative concept development goes beyond visual execution. It requires a clear idea that can align multiple teams, translate across an entire event experience, and remain consistent from concept to production. I had full ownership of the creative track for DeepL’s Global Employer Events, leading the creative concept for CKO 2026 in Prague, a company-wide event bringing together 1,200+ employees from across DeepL.

The work involved aligning the creative direction with global creative leads, internal designers, and stakeholders, translating the concept into a complete visual system, and ensuring everyone involved could execute against the same creative vision. I also delivered a complete creative toolkit for the external event agency, providing the framework and assets required to bring the concept to life across the event.

SKILLS: CREATIVE CONCEPTING · STAKEHOLDER MANAGEMENT · KEYNOTE DESIGN · PRINT PRODUCTION · EVENT BRANDING
TOOLS: FIGMA, ADOBE CREATIVE SUITE, MICROSOFT OFFICE SUITE
TEAM: WOLF STRACK (CREATIVE DIRECTOR), ANA M. RODRIGUES (BRANDING LEAD), TAHA ALAN (MOTION DESIGN )


The creative concept was built around “100x Mindset”—a mindset of challenging limits, thinking beyond the conventional, and turning potential into exponential action.

The visual language expressed this idea through unstoppable momentum: elements stretch, burst, and cascade forward, capturing the instant when an idea moves from potential to action and begins to compound. Rather than simply displaying the motto, the event identity embodied it. Every shape, layer, and movement became an expression of expansion, transformation, and collective ambition.

Delivered in three weeks:
  • Complete event visual identity and sub-brand system
  • 6 keynote designs
  • Motion assets direction
  • Venue and event branding
  • Full merch and swag suite: pins, lanyards, badges, and labels
  • Complete creative toolkit for external agency execution


Design principles for the AI era
AI has expanded the research and clarification phases of concept development: compressing the time it takes to explore references, map territories, and stress-test directions. But the conceptual leap, the moment where an idea becomes something unexpected, remains entirely human. That gap between information and imagination is where design actually lives.
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Selected work