BEING THE CREATIVE DIRECTOR OF KEUNE

Keune Haircosmetics is a family-owned Dutch company, established in 1922, specializing in professional haircare products. With a global presence in salons, Keune is recognized for its innovation, premium quality, and longstanding commitment to empowering hairstylists worldwide.

As Creative Director, I was responsible for defining and leading the brand’s global visual identity and creative direction. My role included overseeing integrated product campaigns, developing seasonal trend forecasts, and ensuring all creative output consistently reflected Keune’s brand values and strategic market positioning. I led a multidisciplinary team of designers, art directors, and content creators, fostering a high-performing and collaborative creative environment.

Beyond the creative scope, I was also responsible for driving the strategic direction of brand communications, managing overall planning and budgeting, and initiating key partnerships and creative collaborations to support brand growth and innovation.

Below a small overview of selected projects that exemplify this work.