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 Leading the creative concept for a global event at this scale demands more than visual execution;  it demands a narrative that aligns an entire organization around a single idea.

I led concept development, stakeholder management, and guidelines creation for DeepL's CKO 2025, built around the theme "100x Mindset."

Delivered in three weeks across a complex, fast-moving brief:
— Complete 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

My role: Creative lead for concept, art direction, stakeholder alignment, and end-to-end production ownership.

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




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, and no tool crosses it for you.
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