wphughes
Ghostwriter
Writer
Creative Director
Proofreader
Andrada
Clear thinking beats clever design. I help companies grow by aligning brand, product, and marketing into one powerful story.
Whether it’s a full rebrand or one sharp operational shift, I unlock scale by connecting the dots between strategy, design, and execution.
I partner with startups and scale-ups to turn brand from a fuzzy asset into a growth engine. I bridge the gap between brand, product, and marketing so your teams stop running in circles and start moving as one.
What I do:
• Brand strategy – Positioning that’s clear, differentiated, and built to convert
• Marketing systems – Brand applied to growth: campaigns, funnels, and messaging
• Brand–Product alignment – Cohesion that accelerates user trust and adoption
• Design systems – Scalable foundations that keep teams fast and focused
• Creative org building – I’ve grown teams 5× and mentored leaders who now run the show
Why it works:
I operate at the intersection of design, marketing, and product, connecting high-level vision to daily execution. The result? Teams that move faster, brand stories that stick, and creative that drives business outcomes.
Q
How do you balance creativity with the business side of things?
Creativity and business are often seen as opposing forces, but for me, they work in tandem. A strong brand should help a company grow, attract the right people, and be remembered for the right reasons. So, I always ask: What’s the real goal here? Then I use design to get there.
Q
What was your most challenging project to work on?
Scaling a global brand team at Adyen. It wasn’t just about design, it was about aligning people, teams, and perspectives across different countries while keeping the brand strong. It took a lot of listening, simplifying, and pushing for clarity. The hardest part? Balancing consistency with creative freedom.
Q
How do you stay current with design trends while ensuring your work remains unique and aligned with your brand or client’s identity?
Trends are fun, but they come and go. What really matters is knowing what makes a brand tick. I stay curious reading, observing, and looking outside of design (film, architecture, tech, etc.). But I always filter trends through a brand’s real identity. If it fits, great. If not, I skip it.
Q
What is your ritual as a Creative – from ideation to final result?
I always start with the bigger picture. I take a step back and think: What’s the problem we’re actually solving? What’s the value we want to generate? Once that’s clear, I map things out sometimes on paper, sometimes in a deck to get a sense of structure. From there, I move fast, iterate, test, and refine. But I don’t believe in waiting for a ‘perfect’ idea before starting momentum is key. Even if the first version isn’t right, it gives something concrete to react to.
Q
What’s it like being a Creative in NL, in terms of the work, influences, treatment, etc?
The Netherlands has a strong design culture. It’s great because people value good design. But it also means clients sometimes expect things to be stripped down to the essentials, even when a brand needs more personality. The balance between function and emotion is something I navigate often.
Q
What was it like to work with Adyen?
Intense, exciting, and full of smart people who move fast. The culture is built on ownership, which means you’re trusted to figure things out. I had the freedom to build and scale the brand design team, but also the responsibility to make sure design had a voice at the table. It was a challenge, but a rewarding one.
Q
How do you approach feedback or criticism, especially when it conflicts with your creative direction? Can you share an example where you had to adapt your vision based on feedback?
Feedback is a tool how you use it depends on how well it’s given. It’s an opportunity to refine the work. But I also push back when feedback is vague or subjective. I always ask, What’s the real concern here? Instead of taking things personally, I try to align on the bigger goal.
Q
Can you describe a project where you successfully translated a client's vague concept into a full-fledged creative vision? What was your process?
It always starts with brand strategy. A client once came to me saying, “We want to feel modern but also fun.” That’s broad, so I broke it down, who are they speaking to, what emotions should their brand evoke, what do they want to be known for long-term?
Through workshops and structured questioning, we refined their positioning into something concrete. From there, the design became a natural extension of their identity. Instead of just applying a trend, we created something rooted in who they are, ensuring it would stay relevant over time. The key is guiding clients through that process helping them go from abstract ideas to something real and actionable.
