Third space
 creation

Experience design

“Experience design is the practice of shaping how people feel, move, and connect as they encounter a brand — across spaces, moments, and touchpoints.”

A single tree with a thick trunk and dense, green foliage against a white wall on a sunny day. Image credit: Astrid Verhoef.

It’s not just about functionality or aesthetics. It’s about creating intentional, emotionally resonant journeys that align message, mood, and meaning. From immersive events to digital flows, from retail environments to brand activations — experience design ensures that what a brand says is fully felt, lived, and remembered.

At its core, it asks:

  • What’s the emotional logic of this interaction?

  • What story is the space telling?

  • How does this moment invite someone in — and what do they leave with?

It’s where strategy meets story, and presence becomes the brand.

What’s included

1. Experience / event strategy

  • Defining emotional intent, purpose & structure

  • Story-led brand experience mapping (IRL / digital)

  • Audience journey design across touchpoints

3. Creative Direction Support

  • Moodboarding, experience vision decks

  • Collaboration with designers, architects, producers

  • Ensuring alignment between concept, message & execution

2. Narrative-driven concepts

  • Activations, installations & experiential zones

  • Campaign flow or event rhythm

  • Sensory storytelling & atmosphere cues

4. Messaging Across Experiences

  • Environmental copy and tone-of-space writing

  • Program storytelling and zone narratives

  • Cohesive brand voice across spatial or interactive formats

My Approach

Experience is the new expression. I design brand moments that feel intuitive, sensory, and culturally tuned — from how a space is entered to how a message is remembered. I blend editorial thinking with strategic structure to ensure each interaction deepens connection.

I focus on:

  • Flow and emotional pacing

  • Immersion with clarity

  • Meaningful contrast and rhythm

  • Integrated storytelling

How can I help?

You might need this if

  • You’re launching or want to create an event format, campaign or activation and desire more than visuals

  • Your event needs a central story that ties everything together

  • Your audience journey feels flat, fragmented, or overly functional

  • You’re rethinking spatial design or brand experience for today’s culture

  • You want moments that leave a memory, not just a message

Managing expectations

Deliverables can include

  • Brand experience maps or emotional journey frameworks

  • Concept decks for sales, activations, events, campaigns

  • Narrative for spaces or zones (e.g. installations, exhibitions, digital touchpoints)

  • Environmental copywriting or tone-of-place guidelines

  • Experience logic for events, retail, or experiential marketing

Industries

I love working with

Cultural Platforms · Fashion & Luxury · Events & Exhibitions · Innovation Spaces · Lifestyle & Hospitality

 FAQs

  • Storytelling marketing is a tactical approach that uses narrative to emotionally engage audiences. It’s about crafting stories that spark connection – whether that’s through a campaign, a brand film, social content, or a founder's journey. The focus is on emotion, memorability, and engagement.

    Brand communication strategy, on the other hand, is the strategic foundation that defines how your brand speaks, behaves, and connects across all touchpoints. It includes your tone of voice, messaging hierarchy, narrative frameworks, and positioning. Its role is to create clarity, consistency, and cohesion – internally and externally.

    In short:
    Strategy sets the direction.
    Storytelling brings it to life.

    Both are essential – and when done right, they feed into each other.

  • Because people don’t just remember what you do – they remember how you made them feel. Storytelling turns strategy into meaning, emotion into identity. In an oversaturated market, it’s not facts that stick, but stories.

  • Both. I support brands from foundation to execution: brand narrative, messaging frameworks, tone of voice – but also campaign concepts, directional copy, and creative guidance to ensure consistency across touchpoints. From manifesto to Instagram caption.

  • I partner with brands that think deeply and feel boldly – from luxury and lifestyle to culture, innovation and wellness. My sweet spot? Where strategy, creativity and cultural relevance intersect.

  • Success is about more than just numbers. Of course, I look at engagement, reach, and conversion – but as a creative strategist, I also measure success on deeper levels:

    Resonance – Does the story stick? Is it connecting with the right audience?

    Consistency – Does it align with the broader brand architecture and experience?

    Relevance – Is it in tune with cultural context and consumer shifts?

    Impact – Has the brand claimed a stronger space in both mind and heart?

    The true power of a campaign often lies in what it triggers – not just what it delivers.

  • Experience arcs are the narrative journeys built into physical or digital brand moments, guiding how a person feels, moves, and connects with your brand across time and space.

    They turn spaces into stories. Whether it’s a launch event, an installation, or a multi-stage customer journey, experience arcs ensure emotional flow, pacing, and purpose.