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.
Since 2017, I worked for Booking.com in their Global Brand and
Marketing Communications teams
It’s not just the
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
In 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 from inception and creative direction through product integration and multiple social and digital channels.
And it won us the most-viewed on Youtube award!
Creative direction, Campaign support, Design, Post-production
Melissa is hilarious.
She made all of these spots fun and engaging.
Working with our US agency and appointed director, it was a long process of creative development, weeks of pre-production to iron out every detail before the shoot… the shoot… followed by weeks of post-production, retouching, approvals, creative development for each of our channels.
We set up a production guideline with an asset depository to help extend the campaign seamlessly across product, digital and social.
Working with a celebrity is fun and challenging.
Melissa’s team is also very stringent when it comes to her image, authenticity and her retouching.
Shhh, don’t tell her I move the swan from the pool…
Melissa picked her own wardrobe and it was pure magic!
In the end, after hundreds of pages and a million creative executions, it was an incredible and hilarious journey!
With each project, I combine passion and dedication with meticulous attention to detail and productivity.
I proud myself in catching misused comas, imperfect pixels and being able to bird’s-eye view the project from time to time, so we don’t lose track of what’s important.
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Creating a brand's personality, values and unique voice has always been the best challenge one can experience as a designer. Establishing the backbone of effective branding, and providing the visual and design guidelines that maintain consistency and recognition across all of the brand’s touchpoints is the cherry on the top.
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From digital platforms to print, outdoor and social media, I relish the challenge of crafting campaigns that harness the power of storytelling and leave a lasting impact for the audiences. I’ve had the privilege of working across a diverse range of industries, including food & beverage, automotive, telecommunications, hospitality, real estate and healthcare.
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As a designer, I thrive on the entire product design journey, from prototyping to testing, where creativity meets functionality to deliver exceptional user experiences.
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From outdoor campaigns to space design and event production, myView examples focus was to establishing a distinct and captivating branded environment, giving each brand a fresh and unique voice.
I worked in the US for over a decade, and in The Netherlands for about 7 years now. Here are some of the clients I worked with:
Lynk Co
Digital Campaign
Halal Studios needed to produce digital and social banners in multiple sizes, creative and about 7 different languages. Over 1,700 files and 62 hours later, all was reviewed, approved and delivered with the right naming convention. Phew!
Since this was on the outer brink of Covid, everything was shot in studio, hence the digital patterns of the backgrounds. It is amazing how quickly businesses can adapt.
Design, Production, File management
Angell + Mini proposal
A lot of times, I help boost the creative pitches or presentations to engage new business development.
It was a true delight to see this work come to life.
Creative direction, Design
For over a decade, I worked in the US as a senior designer and art director.
My first big campaign was for Hyatt: from sketches to seeing the work appear in The New Yorker, Forbes and Washington Post, that was unbelievable.
My most favorite project was the Switch-to-Silk campaign for Silk, where I ended up doing all the illustrations (after years of not using a pencil) along with the creative development of the campaign. Fun!!
And the most challenging was Allstate’s online proposal tool I developed over two-year period. So many meetings, presentations and adjustments and frustrations, but a great learning experience.
“The New Hyatt” campaign celebrated the new features at the hotel chain: new most-comfortable beds, wi-fi everywhere (wasn’t a thing then), a luxurious gym, simple check-in kiosks and exquisite room-service menus. We developed several complementing ‘pairs’ of the new features and ran print and digital ads.
The campaign ran at high frequency in high-end publications like The New Yorker, The Economist, Forbes, Washington Post, Wallstreet Journal, etc. and online.
Art direction, Design, Post-production
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 microsite and banners.
A proud moment for someone who’s always been into drawing but hadn’t touch a pencil in a while.
Art direction, Illustration, Post-production
Allstate wanted to adapt to digital and transfer their multi-page proposal to an online tool. This new personalized page was adapted based on the customer’s segment, age and insurance needs, outputting the quote with extra options, price points, combinations and value-added coverage, reminders and tips along with it.
Creative direction, UX/UI, Guidelines
It took many meetings and presentations directly with the client to strategically adapt the content for online viewership, stage the variable modules per customer segment and fold the lengthy bits into intuitive interactions.
During the first year, we developed and launched in a few states. After testing and reviews, we amended the proposal tool and subsequently launched across the US in year two.
Another challenge was that Allstate’s developers team didn’t use our Adobe Creative Suite software, and at the time Figma was just a figment of imagination. I delivered a very detailed product, build and content guideline, outlining every pixel, dimension and a piece of content in its right spot.
I became a pixel counter.