notfrombrooklyn – Digital Brand Design Lead

Design Lead and Co-founder of the Award Winning Design Studio Hyperfocus

For the past five years, I’ve been leading the design team alongside my co-founder at Hyperfocus a bold and daring design studio built to shake up the industry with brands that are fresh, impactful, and impossible to ignore. Every project we take on is rooted in intent and rich with narrative, pushing beyond aesthetics to create brands that truly resonate.

Over the years, we’ve celebrated high-profile wins, built incredible brands, and most importantly formed lasting relationships with clients and colleagues who have become friends along the way.

What follows is an archive of some of my favourite moments from over the past few years.

Selected Work

DAYY
Branding

ORB
Branding

Beyond One
Branding

Nimuna
Branding

86 Tales
Branding

Heimplanet
Branding

FUNK
Branding

Deutsche Bahn
Design System - Products

Deutsche BahnDesign System - Products

VOY
Branding

VOYBranding

Rainer Schneider
Branding

Rainer SchneiderBranding

About

ECD, Design Lead and Co-founder of the award-winning design studio Hyperfocus.

My role as Digital Brand Lead has seen me take on many high-profile roles. Nurturing teams, growing them individually and at scale. My passion for a cross-transferable mindset between brand and interactive design has fuelled me forward over the years.

This is where I excel and love to be. Building branded experiences that, are relatable, sharable, bold, courageous, sharable yet surprising!

My work for the Olympic Games with Coca-Cola was a perfect fusion of this which became almost a proof of concept moving forward. After having had this privilege to work at such a high level with such a prestigious client I went on to develop this mindset and work with clients such as Vitra, Adidas, Activision, Subway, Nintendo, Sony, Bench, Eurowings, VW, BMW, Mini, Smart, FUNK and Deutsche Bahn over the subsequent years.

Since then my network grew expeditionary, whilst working with some of the very best in my industry at multiple agencies and studios. My experience landed me at AKQA, DDB, Jung von Matt, LaRed, JWT, Attik, and many more. Taking on a few permanent roles along the way as Head of Design for LLR, JWT, and also the innovation team at Deutsche Bahn.

Collectively all of these experiences have led me to where I am today and encouraged me to co-found Hyperfocus. A place where our daily mantra is to build beautiful, meaningful digital brands that challenge the status quo, strive for the very best in design excellence, and help to shape a better more positive future.

Brand Review — Podcast

For the past five years, I’ve had the privilege of co-hosting The Brand Review on YouTube. The journey has taken us across Europe and given us the chance to meet some of the most inspiring people in our industry.

D&AD on Stage @D&AD 2025

As a younger creative, I always admired what D&AD stands for — to us, it’s the Oscars of the creative industry. So you can imagine how excited we are to announce that Jan and I will be on stage this May.

Our Nike Video Went Viral

What's it like to work for Nike today as a graphic designer? In our first table talk we discuss exactly that with our Design Director Giang who has had the chance to work on many projects for this incredible brand.

Pure Perfection Deep Dive - Polestar

In this Brand classic video, we look at everyone's favourite car brand. As a designer, you can not but weep at its excellence. Crafted by Stockholm Design Lab, this brand classic oozes cool.

Interviewing the President

We talked about Kwame's journey into the creative industry, his hopes for the future of creativity, and how we can build a more inclusive space for all. An incredible guy to have met

The Journey to the D&AD

See the full video on our D&D presentation where we look at the recent Nike RUN campaign. We break it down on stage and ask the audience if it was a HIT or a MISS. You maybe suprised at the results!

A Heart Felt Interview with Ragged Edge

Ragged Edge recently launched their new positioning and brand refresh, they are calling a “Recommitment.” A renewed declaration of who they are today. One of our favourite interviews to date.

Experience