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Bio
Branding, Design & Creative Direction 15+ yrs helping global brands Clients @burberry @lanvin @bmw … Lecturer @vogue_college Antwerp → London
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Recent posts
You have the creative idea. Now you need the plan.
Over the years, I’ve built, refined and taught a business planning framework designed specifically to make that next step feel less overwhelming.
Not a 60-page document you’ll never finish. A clear, practical structure that helps you work out what matters, what needs more thinking, and how all the pieces of your idea connect.
After using it in my own work and with 120+ students and creatives, I’ve finally turned it into a downloadable template.
24 pages. Every section you need. Built for creative minds who want to turn an idea into something real.
Business Plan Template 2026. £29
Available now via sandergee.com/shop
16 Aug 2026
Autumn is definitely here. So feels appropriate to bring this @burberry out again.
16 Oct 2026
This was a really fun behind the scenes shoot for @ozwald_boateng
05 Jun 2026
Few years ago, the brothers approached me to create a full brand identity, design and produce 2 hot drop collections and one off unique pieces. Few years later, they are building their own empire. Can’t wait for the their next move.
19 Oct 2026
Do you stop and give up when it’s not working or you don’t see any progress? Or do you keep going because you believe in it?
#trusttheprocess
17 Oct 2026
What you shouldn’t do, is just keep going without looking back, whatever anyone else’s say. I think it’s great and valuable to look back and know where you come from and what you have achieved so far to get where you are at this point. Definitely when it all feels too much sometimes. You got this.
06 Oct 2026
“Make it bold.” “More premium.” “Something unexpected.”
One brief. Multiple different interpretations.
A considered moodboard gives everyone a shared picture of where the project is going. It makes the mood, colour, texture and energy tangible before you commit to the final visuals.
That clarity helps you pitch an idea, bring your team together and make creative decisions with confidence.
From branding and campaign concepts to styling, hair and make-up, the references you choose help shape what happens next.
Swipe through for 4 reasons moodboards matter, plus 7 ways to use them.
Save this for your next creative brief.
28 Sep 2026
Mad chaos lately but loving the outcomes.
02 Oct 2026
I always love and appreciate working with talented people. This was a shoot for St. Beex, shot on Analog in London with talented photographer Alex from @sunsetstudioslondon in Peckham.
21 Sep 2026
One thing I’ve learned over the years: SHOWING MORE WORK DOESN'T MAKE THE DECISION EASIER. (opposite actually)
Part of creative direction is knowing what not to show. Editing the exploration, selecting the strongest routes and giving the client enough context to make a clear decision.
You’re not handing over the creative direction. You’re guiding the process.
How many routes do you normally present in a first round. 1, 2, 3, or more?
#CreativeDirection #GraphicDesign #ArtDirection #DesignProcess #BrandDesign #BookDesign
24 Sep 2026
How do you start a project? Do you start from a blank page or research first? I’m currently working on a book cover design and the formatting. So I like to have some references close by.
19 Sep 2026
Enjoying my 90seconds of interrupted calm.
New twuuune by @411silks
18 Aug 2026
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