With a background spanning luxury, fashion, lifestyle, beauty, food, and future innovation, I work across strategy, copywriting, and creative direction to develop brand worlds that feel as good as they look.
Case study: Event concept Bite of Amsterdam
The Challenge
Reposition a well-known culinary event into something more immersive, emotionally relevant, and culturally resonant — while responding to evolving consumer expectations around value, experience, and inclusivity.
My role: Leading the strategic and conceptual redefinition of BITE of Amsterdam.
From audience research and KPI recalibration to storytelling and tone, developing a future-facing brand narrative that moves beyond food tasting — toward curiosity, indulgence, and connection.
The result: A repositioned brand concept: “Invite to Bite, Dare to Bite, Dare to Indulge” — experience-first, inclusive, and sensory-led
The result: A repositioned brand concept: “Invite to Bite, Dare to Bite, Dare to Indulge” — experience-first, inclusive, and sensory-led
What I Delivered
A repositioned brand concept: “Invite to Bite” — experience-first, inclusive, and sensory-led
Full narrative architecture: manifesto, storytelling zones, campaign direction
Voice-of-brand copywriting across the deck, program, and marketing touchpoints
Strategic consumer insights mapped into new values, tone, and experience principles
Creative mentorship: guiding visual concept development and presentation storytelling
Step into a world of food beyond tasting.
Case study: Bite of Amsterdam, edition 2025
Client: ONA Group
Year: 2025
Industry: Culinary Culture, Lifestyle, Events
Scope: Brand Strategy, Concept Development, Copywriting, Creative Direction Support, Consumer Insight, Mentoring
This case presents the original strategic concept and brand narrative. While elements of the final execution were adapted by internal teams, the foundation — audience insight, storytelling structure, and experiential direction — remains central to the project’s outcome.