About me, my design journey and my journey in the Netherlands 🇳🇱.
I am a digital designer with an M.A. and B.A, in Visual Communication Design, plus 7 years of visual design experience and 2.5 years specializing in UX/UI. I make complex digital challenges accessible and help brands achieve a true digital transformation.
Are you in need of a designer who can fix your outdated brand, improve user experiences that are driving customers away, and create consistent visual systems that actually work?
You’re in exactly the right place.
I guide you through every step. From discovery conversations where we align your goals with what your audience actually needs, to creating wireframes and prototypes. I help you stand out from competitors, design user flows that convert, and work closely with your development team to bring everything to life. Plus, I handle the extras that make your brand cohesive - from social media templates and email designs to micro-animations and print materials.
My origin story
Growing up with my designer brother Grgo, we learned everything together - from our creative family background through identical studies in Zagreb to building client relationships and sales skills side by side. Before relocating to the Netherlands, I gained valuable experience through EU entrepreneurship projects and international expos, also by working for a couple of design agencies in Zagreb and an agency in Stockholm.
In the Netherlands, I worked at Happy Horizon, a creative agency in The Hague, and launched my own ZZP business, Studio Ulmo. Through my small business, I've worked as a digital experience designer for diverse clients including tourist boards, charter companies, and creator-first platforms like Subs. This shaped my ability to understand complex business challenges and deliver design solutions that create measurable impact.
Lessons I learned as a creative professional
Marketing fundamentals matter
Understanding marketing basics is really important for designers as it helps with understanding the brand's message and goals, thinking strategically about how designs will be used and how to measure their impact.
Networking is everything
Most jobs I've gotten came through word-of-mouth - it's the most important part of your professional life.
Your transferable skills matter
Problem solving, listening, project management, communication, critical thinking, and business strategy - using these makes design and your life easier.
Don’t stop learning
Sometimes being a better designer means understanding marketing funnels, learning basic coding, or studying what makes people buy products. I've gotten much better at explaining my design choices.
Books and podcasts I recommend
Designing User Interfaces
Gain basic knowledge and industry product design tips. Tips and tricks how to make product designs better and increase the conversion of your app or website by Hype4Academy.
Show your work
An amazing book by Austin Kleon for everyone who struggles with the idea of self-promotion. It discusses good strategy and an effective mindset to show your work to others.
Grid systems in graphic design
A must read "Grid Systems in Graphic Design" by Müller-Brockmann! It’s like having a design mentor guiding you through the magic of grids, showing you how they can transform chaos into clarity.
UI breakfast
You should follow the UI Breakfast podcast because it explores topics like SEO, email marketing, and research strategies. It also introduces you to talented professionals who write fantastic books!
Lions Club International
First visit to the Netherlands
Almost 10 years ago, I visited the Netherlands through a student exchange program. I stayed with two Dutch families before joining an international camp led by Ralph Mulders. This was my first real experience with Dutch culture - I learned what makes Dutch people tick through teambuilding activities, outdoor adventures, and visits to various Dutch cities.
Ik probeer Nederlands meer te spreken 🇳🇱
Learning Dutch with Busuu and Dutch Courses Rotterdam
I started learning Dutch with Duolingo before moving to the Netherlands. Since formal lessons weren't available in Croatia, I used Busuu to learn grammar and culture. In the Netherlands, I completed two A2 courses and I'm now in B1. I also watch Dutch movies and or with Dutch subtitles - that's how I learned Dumbledore is called Perkamentus! Currently reading "Het Gouden Ei" by Tim Krabbé in Dutch.
Some of my fav things about NL
Cineville pass
The coolest pass for movie addicts - unlimited films at participating cinemas for one low monthly price. From blockbusters to indie gems without breaking the bank.
Koninklijk Theater Tuschinski
Tuschinski is Amsterdam's most gorgeous cinema - think 1921 Art Deco glamour with velvet seats, chandeliers, and jaw-dropping architecture.
The American Book Center
American Book Center is Amsterdam's book lover's paradise. Their incredible selection keeps me browsing for at least 2 hours every time I visit. It has a lovely design section too!
Utrecht Metalheads
The best community in the universe of communities. I’ve explored many fun venues, picnics and parties, and most importantly made the most amazing friendships! :)
PlusWhat youth association
Making short films in Rotterdam
Through Meetup app, I found a local filmmaking association where I connected with many talented young creatives. There I learned more about film directing from Shamira Raphaela, commercial writing from Natassia Winge and Peter Krijgsman, all under the guidance of producer Vincent van Gorkom and production designer Eden Goedhuys. Workshops with cinematographers Jorick Buurstra, Lidewei Egbers, and Matija Pekić reminded me of my university days and fun filmmaking classes with Stanko Herceg and Pavel Posavec.
You tried so hard and got so far... so let’s connect
Zullen we een bakkie pleur pakken? ☕️