Hello, I'm Leonard

— a Creative Director working across commerce and digital experience

I've spent more than 25 years building creative departments and advising some of the biggest fashion, lifestyle & luxury brands in the world. I specialise in brand to digital transformation, digital commerce and digital product design for international clients.

Define. Structure. Develop. Deliver. Improve.

I'm based in Barcelona and have been Creative Director at Machinas since 2004.

During that time, I've been closely involved in the growth of the company from a three-person startup into an international team of over 75, working across multiple offices.

I've led strategic direction across a range of high-value projects for brands including Birkenstock, BOSS, Escada, Esprit, Jack Wolfskin, s.Oliver, Wolford, and others, contributing to substantial commercial growth and leading teams to deliver complex work on time, on budget, and at a consistently high standard.

I help brands make clear decisions, strengthen their position, and make sure creative direction delivers commercially.

This is what I can deliver...

Return on investment Experience, drive, and fresh thinking applied where it actually makes a difference.

Execution Define the real problem early, set a clear direction for the work, improve how teams think and operate, remove friction from delivery, and ensure the work holds when it ships.

Growth The foundations to scale — from high-level design and direction to mentoring and building teams that can sustain it.

Culture A culture of high design and creativity, with a clear standard and a drive to improve. I mentor teams to grow and evolve, creating an environment that is focused, ambitious, and enjoyable to work in — one that people want to stay part of.

Working methodology A structured, evolving way of working that balances creativity and efficiency — integrating modern tools, including AI, alongside agile and contemporary practices to improve speed, clarity, and output without lowering the level of the work.

Insight Understanding both the creative and the commercial, and knowing how to make them work together.

Get in touch if you are:

an Agency

Looking to strengthen your creative team with clear direction and better structure.

I help teams organise how they work, set a higher standard, and build a culture of quality that people buy into and maintain.

I also support pitches and new business — breaking down briefs properly and shaping decks and presentations so clients understand the idea and the value behind it.

a Brand

Looking to take control of your creative and build a stronger internal team.

Or you have a project that needs experienced direction, clear thinking, and a practical approach to getting it delivered properly.

a Creative

Interested in collaborating on a project or idea.

or just saying Hello!

That works too.

Get in touch or reach out on LinkedIn.

If you'd like to see work in detail, request access.