Starting Fresh

This site exists because I wanted a place to think out loud. About design, about AI, about what happens when the two collide in ways that actually matter.

I’ve spent 15+ years in design across agencies, consulting, and in-house product teams. Most recently, three years at Infinitas Learning building design operations and a multi-brand design system from scratch. Before that, seven years at The Reference doing service design and UX strategy. Along the way, I’ve taught design at T-shaped Academy and held roles at places like Plantyn, Colruyt Group, and Ogilvy.

The common thread through all of it? The same question: how do you build the conditions that let design teams do their best work at scale?

Why AI Changes the Question

That question is getting more interesting. AI is reshaping what “doing design” even means. Parts of the discipline are becoming self-service. People are building their own tools, agents, workflows. The role of the designer doesn’t shrink, it pivots toward orchestration and governance. Defining principles. Guiding coherence. Making sure what gets built actually works for people.

I find that shift fascinating, and I want to work through it publicly rather than keeping it in my head.

What to Expect

This is where I’ll share case reflections, thinking about where design leadership is heading, and practical notes from building systems (both design systems and AI systems). No thought leadership fluff. Just honest notes from someone working through it.