Chief Creative Officer and brand builder. For 25 years, I have designed brands, products, services and customer experiences for global organizations, and created new ventures from scratch for established groups.

I co-founded and led SOUFFL, a Paris-based design and innovation studio, for 12 years until 2026. I work brand as a living system: the levers, structures, rituals and emotions that let it evolve with usage, culture and context while holding a consistent core. And I work brand from the customer end: identifying segments, mapping the moments that matter, and designing experiences that respond to who people actually are and what they actually do.

I have collaborated with Nike, Adidas, Chanel, Mercedes-Benz, Roche, Ubisoft, SNCF, Club Med, QC Terme and Allianz, across sectors as varied as sport, luxury, health, mobility, finance, gaming and environment. I have also launched ventures including Exalt Training and Compose.

Today, I create with AI at every stage of my work, from research to production.
I bring a strategic point of view on what AI changes for brand and design
organizations. I taught and directed interaction design programs for over a
decade in design schools in France and Switzerland.

Deeply influenced by modern art and mountain culture, I draw inspiration from exploration, endurance and long-distance disciplines such as mountaineering and ultra-trail running.

You can follow me on ITRA, UTMB or Strava.