Design for a living brand—with the energy of activism and the wonder of nature
Led the evolution of Notpla’s brand through a period of rapid growth and global recognition. Notpla creates seaweed-based alternatives to plastic—radical in concept, but in need of sharper, more coherent communication to match its ambition.
Making the invisible visible
Notpla’s innovation is bold but complex. As communication Designer, I brought clarity, emotion, and coherence to that complexity.
I shaped how the brand communicates—visually, verbally, and experientially. That meant translating technical detail into accessible narratives, designing systems that scale, and creating work that resonates across audiences.
Communication design that is strategic, expressive, and rooted in empathy. Design is not just an output but an interface between material and message, team and audience, vision and reality.
I shaped how the brand communicates—visually, verbally, and experientially. That meant translating technical detail into accessible narratives, designing systems that scale, and creating work that resonates across audiences.
Communication design that is strategic, expressive, and rooted in empathy. Design is not just an output but an interface between material and message, team and audience, vision and reality.
Evolving the brand
The company began as an innovative but misunderstood ingredient brand in a complex B2B model. It needed to move beyond novelty and position itself as a serious force in sustainable manufacturing. The rebrand was a chance to reset expectations and reframe the mission.
The new brand positioning was built on dual voices: a “next generation” disruptor for industry insiders and a “people’s champion” for the wider public. This led to a layered brand architecture where each product line—Ooho, Coating, Film—could stand as a distinct but unified hero.
I played a central role in this transformation: refining the identity system, codifying design templates, shaping the visual tone, and rolling out assets across digital, physical, and event touchpoints.
Algae-inspired colours grounded the palette. A fluid, adaptive logo echoed the living materials. The result was a brand that could meet the seriousness of sustainability without losing its sense of optimism and possibility.
Algae-inspired colours grounded the palette. A fluid, adaptive logo echoed the living materials. The result was a brand that could meet the seriousness of sustainability without losing its sense of optimism and possibility.
Building experiences, not just assets
I directed and executed campaigns across media—bringing ideas to life through photography, motion, packaging, exhibition design, merch, and more. Created communication tools to maintain consistency across platforms and partners—templates, tone-of-voice guides, modular assets—built to scale while preserving brand integrity.
Design work extended far beyond visuals: shaping messaging, aligning stakeholders, and helping teams communicate with more clarity and confidence. The result was a brand experience that could flex, scale, and connect—without losing its core.
Designing trust and traction
Led the creation of the Series B investor deck, which played a key role in securing $25 million in funding. The challenge was synthesis: combining deep scientific insight with market strategy and emotional narrative.
Design that connects and converts
Operated across the full arc of communication—where story meets system, and visuals meet voice. Worked beyond traditional design boundaries: strategic, creative, and collaborative.
Great design balances structure and story—clear systems on one side and human meaning on the other. That’s where I work best: connecting thinking with making to create communication that resonates and moves.