I work where culture, society and urban development meet. As a strategist, speaker and author, I help cities and organisations create places that truly matter to people. My mission is simple: building cities where people can thrive. And where they themselves help shape the future.
I am the founder of BRAND The Urban Agency and the author of Heart, Head, Hands. I regularly speak at conferences and events as a keynote speaker or moderator. In my work, I connect vision, strategy and creativity with a human perspective. I combine sharp analysis with imagination, and bring fresh energy into processes that are stuck or searching for direction.
Where it began
My fascination with cities started long before I knew that “citymaking” was a profession. I have always been curious about how people relate to places and why some places work while others simply don’t. Over the years, my work has increasingly centred on the intersection of culture, policy, real estate and social value. Not from abstract models, but from the belief that every place starts with people. What do we need to feel connected, seen and safe?
I am drawn to processes where different perspectives come together; where makers and policymakers meet; where new ideas surface. I believe in cities that invest in people, culture and stories. And in my view, that begins with asking better questions, not with quick answers.
What I do
I navigate between different worlds: government, real estate, culture, design and community initiatives. This often places me in the role of connector and translator. I support cities and organisations by helping them:
- integrate cultural and social value into area development
- define collective ambitions people can relate to
- bring coherence to complex processes
- open up new perspectives through creativity and future exploration
- make decisions that are both strategic and human-centred
What sets me apart is my ability to create clarity, guide people through complexity and provide direction without losing nuance.
Podcasts, interviews & media
In recent years, I have been interviewed in various podcasts, publications and professional media. Topics range from social value and placetesting to placemaking and the role of culture in urban development. Here is a small selection.
My book Heart, Head, Hands
In 2024, ‘Heart, Head, Hands. Guide for Citymakers’ was published: a practical handbook for anyone working on the future of cities. It demonstrates how cultural and social value can become a structural part of area development and collaboration.
In partnership with the University of the Arts Utrecht, I am developing an executive programme on culture-led development, based on the principles of the book.
Speeches & keynotes
I am frequently invited to speak at conferences, festivals and policy events, on topics including:
- culture-led development
- social value and creating social impact
- placebranding as a starting point for a development
- placetesting as a strategic instrument
- the power of collaboration
My keynotes are accessible, visual, energetic and available in Dutch or English. Recent speaking engagements include Urban Futures 2025 (Łódź), Placemaking Week Europe (Reggio Emilia), Provada, Bouwblik op Morgen and numerous events for municipalities, developers and cultural organisations.
Board and advisory roles
Alongside my work with BRAND, I am active in several boards and advisory committees. I am the Chair of the Supervisory Board of Graphic Matters and of Blind Walls Gallery, two organisations showing how art and design can shift perspectives. I also serve on the Economic Advisory Council of the City of Vlaardingen, contributing to sustainable and future-proof urban development.
In previous years, I held advisory and jury roles with Codarts and the Willem de Kooning Academy, supporting emerging makers and new cultural initiatives. I also served on the Visual Arts Advisory Committee of the Municipality of Rotterdam and chaired the Advisory Committee of Rotterdam Festivals.
And beyond work
Outside my professional life, I am an enthusiastic mountaineer, cyclist and trail runner. Often on the move, but always returning to Rotterdam. I draw inspiration from nature, culture, architecture and the stories people share when you listen closely.
Since 2018, I have been part of the editorial team of Hoogtelijn, the magazine of the Dutch Climbing and Mountaineering Association.
Want to continue the conversation?
Curious to explore ideas, book a keynote or discuss what we can do for your city or organisation?
Schedule a conversation.