Twenty years experience across brand, product and code.
Fig. 1 — Twenty years as terrain · 67,200 points · height = scope of responsibility
Scroll ↓
02 — The Matrix
Years ago almost every hour went into making things by hand. Today most of it goes into the people, the standards and the systems, so that many hands can make things better than one pair could. Not to mention AI and automation changing the landscape entirely.
Leading through teams · 2021–26Standards, systems and the people who ship them, from ABN AMRO to co-founding Leagle.id. Mostly teams & standards.
Each icon = 5% of a year · 20 per year
03 — Approach
Four ways in. Pick the one that sounds most like your week.
You need someone a few moves ahead, who sets the direction and owns how the product looks, works and ships.
The brand feels borrowed, dated or stops at the marketing site.
Users can’t find the value you know is there.
Design and code have quietly drifted apart.
04 — Why
Most companies don’t have a design problem or an engineering problem. They have a translation problem between what the brand promises, what the product does, and what the code actually ships.
For over two decades, I’ve worked on almost every side of that gap, drawing identities, designing flows, writing production code, and running the cloud it lives on, as a founder, designer, engineer, lead, and advisor.
— Isa
05 — Me
Born and based in Amsterdam. Studied arts, interaction design, industrial design, and physics; then spent twenty years across studios, scale-ups, and enterprises in the Netherlands, Belgium, Türkiye, and the States. Founder four times, independant designer of a typeface on Google Fonts, and today most interested in converging AI, Blockchain, and Security.
06 — Index
The widest reach and the biggest stages. Every line in the full list built toward them.
Co-founder, CPO
Branding, iOS Developer (Swift)
Design System, UI/UX
Typography Design & development
Product Design (UI/UX)
Engineer + Lead UI/UX
Mission Critical Engineer
07 — Places
Where I lived, where I worked, and where I went.
Fig. 7 — The world in points · height = time and work spent there · hue = lived, worked, travelled
08 — Contact
For conversations about leading product and design — or about building the teams that do.