Brand & digital designer · Belgium
I design brands
that move
Identity, art direction and interfaces for teams who want to be remembered. Five years of turning vague ambition into something you can ship.
Services: brand identity, art direction, web design, motion, design systems, AI workflows.
Selected work
A designer who ships
I’m Aymeric. I build brand systems and the digital surfaces that carry them. Strategy, identity and interface stay one conversation instead of three invoices.
I work in small teams, close to the people who decide. I care about the boring parts: the naming, the spacing, the edge case nobody wanted to open.
What I do
-
01
Brand identity
Naming, logotype, palette, type and the rules that keep it all standing once I’m no longer in the room.
-
02
AI-assisted design
Workflows that let a small team produce like a large one, without the output smelling like a machine made it.
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03
Motion & web
Sites and films that move the way the brand talks. Built to load fast and age well.
How I work
Ask me something elseWhere does a project start?
With the thing it has to replace.
I ask what exists now, which parts of it people route around, and what breaks the first time the brand turns up somewhere nobody planned for. The drawing comes after that, and it comes faster for it.
Do you design the site, or build it too?
Both, most of the time.
Identities lose their edges when the design file changes hands. I’d rather own the last ten percent: the spacing you see in a browser and nowhere else, the state that got skipped, the behaviour on a phone.
What does a round of feedback look like?
Early, and rough on purpose.
A polished first showing turns a review into a verdict. Nobody wants to send back something that looks finished, so they approve it and find the problem three weeks later. I would rather hand over something you can still argue with.
Print or screen?
Both, and the identity has to survive the trip.
A palette that sings on a backlit phone can die on a 60 g flyer. A grid that holds an A0 poster has to fold into a 40 mm sticker. The work I am proudest of is the work that crosses.
What does “AI-assisted design” mean in practice?
No model is pointed at a brand and left to run.
It covers the unglamorous half: variations to react to, copy drafted so there is something to argue with, assets resized, code scaffolded. I also sit on an internal AI committee at work, which mostly means finding tools that fit what colleagues already do instead of tools that look good in a demo.
The judgement stays with me. If the output smells like a machine made it, I have done it wrong.
Who do you design for, day to day?
Inside a company, the answer is rarely the customer.
Most of my requests arrive from Customer Success and Sales, and the brief is a slide that has to hold up on a live call. Nobody in that meeting will admire the spacing. They will notice within a second if the point takes too long to arrive, which is a harder test than most campaigns.
Where are you, and in what language do you work?
Belgium. French or English, whichever the room speaks, deliverables included.
Remote by default, in the room when it changes the outcome.