What is the starting point for all of my creative work? Going outside. What's yours?
As a strategist in the creative industry for nearly 15 years, my job was to harvest insights, sharing the distillation in a strategic approach with premier teams. We then collaborated on the execution of communications campaigns, retail stores, restaurants, customer experiences and activations for the world’s biggest brands.
Throughout my career, the noise around new digital tools promising to make our work better by surfacing more accurate, meaningful, and faster insights has steadily intensified (as I’m sure it has throughout the history of humanity, barring a few unfortunate eras). But I actually found that, like the screens ushering us through vast realms of disembodied information, the process of knowledge-gathering became flattened, hours at the desk grew longer, and the inspiration thinner.
That’s why I’m returning to the insight process with an artist’s lens, to bring working teams out of the abstract and into to relevant, sensory-rich, real-world locations. Through the simple activities in guided observational drawing, teams relax their grip on outcome-driven thinking and enter a looser, deeper, more receptive state of attention. Neurologically, this shift away from constant evaluation and into "diffuse thinking" mode enables new patterns to emerge and original insights to form—often with unprompted benefits to real-world challenges.
In combination with a final, structured moment of reflection, the result is a rare opportunity to refill the well of inspiration, reconnect to place and purpose, see one’s own work and teammates in a new light, and sharpen the powers of observation and curiosity that high-performing teams depend on.
We enter a relaxed flow state through meditative 'contour drawing' exercises.
We explore scenes and objects in iterative layers, from overview down to details.
Alongside our individual exercises, the team collaborates on a shared drawing.
We visit 2-3 work-relevant locations to gain an intuitive and creative perspective through drawn observation of the actions and patterns unfolding.
Fresh Air Friday activity
Leadership offsites
Onboarding new projects or clients
Teambuilding for cross-functional teams
Teambuilding for teams with process or data fatigue
Recentering after holidays or sickness
+ Noticing better
+ Asking questions and taking the time needed to unravel your own answers
+ Slowing down and loosening up
+ Looking closely
+ Refreshing the mind
+ Building trust and creative confidence
- Generating immediate solutions
- Fine art instruction
- A critical performance environment
- Improving your artistic skills (although you might!)
- Having an off-site meeting (although, you might)
This is a 2-hour, arts-based offsite experience that uses observational drawing exercises to help teams slow down, relax their attention, and engage with their surroundings. The session concludes with a short, guided reflection on what participants noticed about their thinking, attention, and priority styles.
We will agree an accessible session location that helps teams connect to a sense of place, which is either nearby to where they work or relevant to their current project or a theme we decide together.
The goal is not to produce ideas or solutions on the spot, but to create the conditions for new perspectives to emerge. By shifting out of the daily problem-solving mode, teams leave feeling more grounded, observant, and open to how they approach their work.
Not at all! This is not about artistic skill or output. The drawing exercises are simple, accessible, and focused on seeing rather than producing something “good.” The emphasis is on process, not performance.
Insights are typically personal and process-oriented, rather than strategic or tactical. Participants will notice how they focus their attention, what they prioritize or overlook, how they respond to ambiguity or imperfection. These observations may later inform their work, especially when we choose a project-relevant location, but they are not translated into business recommendations during the session.
Nope. This is not a strategy session, brainstorm, or design sprint. It is best understood as a reset or prelude—something that supports better thinking rather than replaces other working sessions.
The session happens offsite, in a carefully chosen real-world location (such as a neighborhood, market, or public space) that supports close observation and sensory engagement.
This workshop works best for:
Creative, design, brand, and strategy teams
Leadership offsites
Teams feeling cognitively overextended or creatively fatigued
Groups that value reflection, curiosity, and shared experience
It is especially effective as part of an offsite or between major projects.
This session may not be suitable for teams looking for:
Immediate business outputs or deliverables
Skills training or performance metrics
High-energy facilitation or competitive activities
The session is relaxed, hands-on, and gently facilitated. Most of the time is spent following the drawing exercises, observing the setting, and drawing individually, with light conversation and brief group discussion at the end.
Teams leave with:
A shared, memorable experience
Greater awareness of how they notice and make sense of things
A refreshed mental state that can positively influence future work
Some cool drawings and an appreciation for each other's perspective
While the workshop itself stays reflective, many teams find that the experience subtly informs how they approach:
Early-stage thinking
Collaboration
Prioritization
Creative or strategic work that follows afterwards
It can create an indirect but lasting impact.
I'm a working artist and former strategist based in center of the Netherlands, and hailing from the United States.
I studied Journalism and Advertising, which informed my career at A-list shops like 72andSunny, Futurebrand UXUS, and Adidas. Along the way I earned accolades for creative strategic work with clients like Samsung, Smirnoff, Google, IKEA and more.
As an artist I've been published in the Dutch magazine Hard//Hoofd, been awarded a county-wide art prize, created personal and professional commissioned illustrations, and completed a Certificate of Illustrated Journalism from Parsons the New School.
My primary focus is creating observation-inspired artwork and activities that foster a creative connection with nature and neighborhoods nearby.