
Milton Lebron
Art Director
Executive
Creative Director
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.
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.
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.
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.
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.
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.
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.
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.