I am a naturally curious soul (or you could say, a bit nosey at times), and I absolutely love
getting to know people. So, I thought it only fair to introduce myself in a bit more detail.
I am Annie, born and raised in Nottingham, UK – famously known as the city of Robin Hood. As a natural creative, I knew from an early age that I wanted to do something arty. So, following my heart and tapping into my talent, I headed for the UK south coast to study graphic design. This decision eventually led me to London, where I embarked on my career as a budding designer in the creative industry.
In 2000, an exciting opportunity landed on my doorstep and took me across the water to work as a creative freelancer in Amsterdam. I immediately fell in love with this small, charming, and cosy city – in more ways than one, it turned out. I discovered the joy of experiencing life from the perspective of a bicycle, and meeting some great people along the way – one of whom would eventually become my husband. And so, I decided to stay!
In 2009 my life took another beautiful — and even busier turn — as I became a mum to twin girls, married a Greek man, and moved to Haarlem! A few years later, life now a little calmer, I embarked on a new venture – and co-founded Brandframe — a creative strategy company, helping clients to unstick their brands and create a story that was truly unique to them.
My recent leap of faith came in 2022 when I enrolled in a Co-Active Coaching course with the goal to becoming a coach. Taking this new path, I discovered that my more than 30 years of experience as a creative in branding and design, spending my days digging deep to re-discover the heart and soul of a company or product, seamlessly transitioned into my work as a coach. Except now I got to help people untangle their story instead of companies and brands – which I love. It’s always an amazing journey, to discover people’s values and strengths, seek out their essence and explore new ways of thinking, being and doing.
And creativity still plays a big role in my life. I’ve used doodling for years to capture thoughts and idea. So, I created the Doodle Diary as a coaching tool – to sense, understand and unlock emotions and thoughts that arise as my clients, and I talk together on The Serious Sofa. And because drawing helps people express emotions that can be too abstract, complex, or deeply hidden to explain in words, it’s proving to be a powerful tool.
Jumping to today, I now offer personal coaching to individuals either online or in Haarlem. And because I still love working with brands and business, I also work with start-ups that are looking for support before they step out and launch their new business idea.
And it’s from here that your journey on the Serious Sofa can begin. Interested?
Then kick off your shoes, get comfy – and let's talk. Your cuppa will be waiting!
A few extra snippets
My rituals…
Enjoying a good cup of Earl Grey tea with milk. Made with loose-leaf tea in a nice teapot – topped off with tea cosy – it's just the way I love it.
Daily (slow) walks with Bennie, our sweet English Cocker Spaniel, around Haarlem. Always on the lookout to discover something new.
Things I love…
Food – Fish and chips and carrot cake – (though not at the same time, of course).
Colour – Dusty pink.
Song – Somewhere over the rainbow.
Film – Breakfast at Tiffany’s.
A peek at my values ….
To inspire and be inspired.
A sense of home: a nest, connection, love, warmth, safety, myself.
What I would like more off…
Slowing down and taking the time to discover and appreciate the world around me.
Finding more happiness in the little things, especially those close to home.
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