Black-and-white portrait of Serkan Ferah behind ribbed glass, his face split into repeating vertical slices

Twenty years.
Brand. Product. Design.

  • Aston Martin
  • Maserati
  • Abarth
  • L'Oréal
  • Sony
  • CLIQ
  • Aston Martin
  • Maserati
  • Abarth
  • L'Oréal
  • Sony
  • CLIQ

150+ projects

An untamed curiosity made me do things from branding and campaign design to strategy and products. Recently, I’m creating AI systems for Brand, Creative Strategy and Design.

A small pink room lined with acoustic foam, with a retro computer terminal on a steel table under a glowing ceiling

(sensemakerAI)

(sensemakerAI)

I built an external-facing second brain for brands, creatives and strategists.

Scans niche corners of the internet like you through your thesis and creative vision

Surfaces the signals that are worth your attention and stores them inside a vault

Reveals cultural patterns that are likely to cause a shift and uses academic literature and hard data to explain them

Works in the background and sends you a scheduled brief with reasoning

Your weekly brief

Signals (18)

  • Culture (3)
  • Art (2)
  • Spatial (1)
  • Literature (1)
  • Opinion (1)
  • Design (4)
  • Academic (2)
  • Market (4)
  • Black-and-white close-up of a woman with short natural hair, her eyes lowered

    SignalDirect connection to thesis

    Algorithmic avoidance is becoming a new class distinction

    A 2025 academic study on fashion consumer behaviour finds that indie consumers treat "authentic, exclusive discovery" as a marker of cultural capital over mainstream consumers.

  • Abstract glitch image: blue and pink vertical streaks smeared around a dark centre

    SignalDirect connection to thesis

    Chris Dorland’s new show Clone Repo (server ruin) in London

    Chris Dorland's exhibition Clone Repo (server ruin) at Nicoletti Contemporary, London, migrated glitch aesthetics from screen to painting as an act of offline sovereignty.

  • Dozens of wooden chairs piled high in an empty yellow office room under fluorescent lights

    SignalAdjacent to thesis

    The cultural significance of A24’s Backrooms and its Art Direction

    Architecture critic Edwin Heathcote argues that A24's surprise horror hit Backrooms is essentially a mainstream popularisation of Rem Koolhaas's 1994 "junkspace" theory

New patterns emerging (1)

new patternSEP 2026

Legibility

The new status marker in culture

Lack of display is a new behavioural pattern appearing against algorithmic abundance and optimisation culture.

Displayed status

The driver is belonging: the public stack, the protocol language, heavy social postings and engagements

Concealment as status

Invisibility is the most exclusive display: seeking concealed group’s approval as a status signal

Concealed status

Invisibility is privacy. Practice managed in the background, nothing to show, never needs a witness, loyal.

  • Impact on Creative Direction
  • Impact on Brand Voice
  • Impact on Messaging

Investigate further

A pink retro kiosk with a "native" sign on a chequered seaside terrace under a pink sunset sky

native

Gamified brand activations and experience technology

System Design, Branding, Creative Direction, UI & UX and Delivery

A glossy red candy apple on a stick, dripping, against a pink background
A fluffy purple character with a small smile on a lilac background
A smiling character wrapped in a fluffy pink hooded coat
A cartoon boy in a blue beanie, big round glasses, a blue jumper and jeans
Native app screen: a quest card and the player’s points
A small character in a yellow hoodie, pink trousers and trainers on a pink background
A fluffy pale blue bunny leaping across a blue background
Native app screen: an invitation to a live event
Native app screen: a player profile with points, streaks and badges
A smiling dumpling-shaped character on a grey-blue background
A cartoon boy in a beanie and a pink jacket riding a skateboard
A pixel-art game: a character skateboarding down a pastel street of shops under a star
A silver Aston Martin DB5 in a showroom with an amber glass-block wall, a green carpet and brown leather armchairs

Aston Martin, Maserati and Abarth

Aston Martin + Maserati + AbarthAston Martin, Maserati and Abarth

Brand and Product Strategy of three iconic car brands’ licensed collections for a Luxury Accessory House

The entire creative strategy was built on a single idea: ‘OBSESSION’. The obsession that the founders and fans share for the exact same thing: the car.

Black-and-white studio photograph of an Aston Martin DB5 against a dark backdrop
Black-and-white photograph of the Aston Martin DBR5 in the pits in 1960, its driver at the wheel and mechanics in white overalls around it
Black-and-white portrait of three of the Maserati brothers in suits and ties against the sky
Black-and-white photograph of an Aston Martin DBR4 leading another single-seater through a bend in a 1959 race

A collection that smells like...Well...

The car.

Burgundy leather car seats with quilted backrests and white contrast stitching

The same leather, lining and stitching used in the cars were selected for the collection

A three-tier cake stand and a woven basket, both made of black tyre rubber, on a bench of tyre treads; the basket holds tan leather wallets
Silver sculpted fish and chips in newspaper on a steel table, next to a tan leather phone sleeve
A tan leather phone sleeve balanced upright on the lid of a grey stone teapot
A curved wall of glowing white shelves lined with phone cases around a bowl of lemons on a white rug
Say hello.