Hey there, I’m Ina.
A lead designer with extensive experience in branding, design systems, UX/UI, product and digital development.
Need a team player with a keen eye to detail, strategic thinking and creative expertise? That’s me.
Most recently, I worked for Booking.com in their
Global Brand and Marketing Communications teams
It’s not just beautiful visuals
Each banner, photo and a piece of content is a creative collaboration with multiple teams and agencies fostered by seamless planning and execution.
Booking.com
Super Bowl 2023
We partnered with the incredibly funny Melissa McCarthy to launch our Super Bowl commercial and Spring campaign in the US. We supported the campaign through creative concept and direction, messaging and visual direction framework that would guide product, digital and social integration of the campaign.
Creative support, Design, Production guideline
Everyone.org
A bold new look
Recently, we transformed the brand creative for Everyone.org to reflect the company’s new positioning as the daring and innovative provider of the newest treatment options to patients. A new website look, complemented with a new brand book, visual library and marketing assets.
Creative direction, Design, Production, Brand Refresh
Matterhorn Reporting Services
A new digital home
We revamped Matterhorn RS's website, introducing a fresh identity, updated color palette and enhanced visuals, all while preserving the brand's core essence. The redesign was well-received, boosting the brand's digital presence, increasing web traffic by 50%, and driving higher client conversion rates.
Creative direction, Brand Refresh, Website build
Adept at leading projects from concept to completion, as a self-starter or part of a team, always ensuring alignment of strategy and aesthetics.
Branding | Campaigns | Digital and social integration | Guidelines
Over the years, I worked with many clients and agencies and a diverse range of industries – from cat food to house electronics, to crop forecasting, upscale fast food and the latest enhancements of building materials – I enjoy working with both big and small clients, always bringing a friendly, collaborative approach and a commitment to delivering the best possible results.
My career started at a small Chicago-based agency servicing the Union laborers and employers in Chicago, New York and Boston and already working on million-dollar-campaigns heavy on print, photography and radio. It continued with entering the digital space, joining the cool kids at the big agencies and eventually digging deep into branding and the science of it.
Creative highlights
“The New Hyatt” was my first high-profile campaign from concept to completion. We provided low-fi sketches to the sketch artist, then used them for the photoshoots and video production, finally prepped the layouts for all high-end publications like The New Yorker, The Economist, Forbes, Washington Post, Wallstreet Journal to name a few. The campaign was also supported online and offline.
Art direction, Design, Production
Creative highlights
When it came to illustrating the benefits of alternative milk, I was asked if I can do some quick sketches before we engage an illustrator. Soon enough, I produced all of the illustrations for the campaign’s microsite and digital and social extensions.
A proud moment for someone who hadn’t touch a pencil in a while.
Art direction, Design, Illustration, Production
Creative highlights
Allstate wanted to adapt their multi-page printed and mailed proposal as an online tool. This new personalized page was customized based on customer’s age group, ethnicity, gender, location and insurance needs, outputting not only the quote but different price point options, combinations and value-added coverage, reminders and extra tips. The challenge was making it work, be adaptable and folding ad content and the many options served along with it.
Creative direction, UX/UI, Production guidelines
Creative highlights
The Cheez-It Real Fans campaign won a Lion award for its use of Promo and Activation in a Sponsorship campaign. We created a digital-first campaign centered around American College Football, encouraging consumers to showcase their real fandom online while building an emotional connection with the brand.
Art Direction, Design, Production
WINNER
Want to see more?
Here is a quick link to some of the recent work done for Booking.com here in Amsterdam, and some previous work from my agency life in the US