My work focuses on increasing perceived value, strengthening positioning, and enabling brands to operate at a higher pricing tier. I work at the intersection of brand strategy, product thinking, and growth - designing systems that align how a brand looks, communicates, and converts. Through AYB Haus, I design business-driven brand systems for e-commerce, digital products and premium brands. Alongside I’m building MAJI - a SaaS and marketplace platform for wellness, connecting studios and users through booking, payments, and access infrastructure.

My experience spans fashion, beauty, FMCG, media, and technology. I was working with both global brands and early-stage ventures. Instead of aesthetics alone, I focus on how brands perform.