DISCIPLINES

• Concept development
• Sustainable brand strategy
• Omnichannel implementation
• Data driven personalisation
• Lead visual design
• Art direction
• Consultancy
• Photography management
• UX, UI and visual design (thinking)
• Guideline production
• Digital asset management strategy

At ABN AMRO Bank’s eCommerce department I worked as a visual designer for product groups mortgages and loans. My responsibility was to optimize digital communication on the open domain and to come up with creative solutions to keep, email, display and social media campaigns up to date.

I developed a photography concept to connect all the teams at the retail department, bringing the budget as well as the USP’s together through one core visual philosophy. In order to realize this, I introduced The ABN Family tree as the base of an authentic storytelling photography concept. The ABN Family is a network of persona’s (family, friends and even pets) representing our society through real stories as in a screenplay. Enabling us to write scenario’s, form persona’s and select models to lead photography production. Following the implementation of the concept I re-wrote the photography guidelines based on the brand values.

The final implementation of the project was to set up a digital assets management system in which the images are governed, archived and tagged. The DAM provides a smart solution for the design teams to sustain data driven personalized (omnichannel) brand experience. An API talks to the CMS and email client. The visuals integrate smoothly into the prototyping tools for the design templates.

DISCIPLINES

• Brand design
• Online assets / banners
• Printed campaigning

For Nike I work on various projects for the retail and brand design departement.

Nike works with strict brand guidelines that need to reflect the companies philosophy and credibility worldwide.

The banners are used for various websites. The posters are used for shop displays, magazine and street advertisement and shop windows.

DISCIPLINES

• Art direction
• Brand design
• Digital design lead
• Concept development

For the e-commerce / online marketing team of HEMA, I was responsible for the production of weekly .com, app, email and affiliate design pushes. 

As lead of the design team I maintained HEMA brand guidelines and helped refine digital omni-channel marketing assets to improve conversion.

DISCIPLINES

• Newsletter design
• Digital asset creation
• Responsive/cross platform design

For Tommy Hilfiger I got briefed to work on the design for a desktop and mobile newsletter signup for the Gigi Hadid newsletter.

For the subscription to the TOMMYXGIGI newsletter and campaign it was necessary to give the visitors the feeling they were interacting through the Gigi chat. A special set of Gigi-emoticons and chat screen were implemented in the mobile and desktop versions of the designs.

I worked on a variety of executable designs that were implemented through both a one screen newsletter and a newsletter built up through a content module.

DISCIPLINES

• Concept development
• Creative direction
• UX, visual and editorial design

Snijder BV requested a new website to help them communicate with existing and future customers, new employees plus internal staff.

The use of full bleed images and videos results in impactful engagement, providing clear information about the companies global activities on earth moving equipment. 

The same look and feel is applied across the company magazine and presentations.

DISCIPLINES  

• UX design (html) 
• Developer briefing
• Design

Piet Boon’s design agency wanted to re-design their company website and sought my expertise. Brand elements from existing printed material was the guiding formula in the design of the new website.

An important part of my brief was to establish a well organised structure for the vast database of shop items. The company also needed the new website to match its brand identity (DNA) well.

I undertook responsibility for the company’s brand identity online by use of the right colour formulas, spacing and exact kerning.  The clear ordering of categories and intuitive interaction on screen resulted in a quick, clear and fun site for its users.

DISCIPLINES     

• Concept development
• Art direction
• Design

It’s a Van Santen Network tradition to send the world a themed inspirational Christmas wish each year. Owner Christian van Santen feels that ‘connecting’ is more important than ever in the coming year: “Together, we can achieve more.”

Van Santen Network asked me to come up with a concept to wish you all a harmonious 2017. To reinforce that message, we’ve created a catchy musical animation in collaboration with Trimonster (motion graphics).

For this project I delivered the concept, produced the storyboard, designed the set and end titles. 

This philosophy links Van Santen Network’s Christmas wish to the Residentie Orchestra’s project ‘The Residents’. Musical instruments are provided to students from ‘priority neighbourhoods’ across The Hague, who are supervised by professional teachers. The project offers students an exciting opportunity to develop their talents and achieve something beautiful together – in both a musical and a societal sense.

Van Santen: “You can only win if you help others win.”

DISCIPLINES     

• Concept development
• Logo design
• Typography
• Look and feel
• Moodboard presentation
• Inspiration sessions
• Print and online design
• Tone of voice guidance

A selection of logo’s I made for various clients. Every company has its own DNA. A well designed identity understates the credibility of a brand.

DISCIPLINES

• UX design (flash)
• Developer briefing
• Brand development
• Design

Strategic concepting and consultancy agency, Moondance, asked me to improve their existing brand identity. The website, logo and various communication elements needed to be streamlined and updated.

To emphasise the personal approach, which is a strong characteristic of the company’s DNA, a special concept was developed. Stars (as in galaxy) were programmed as if they were hanging on ribbons. When the mouse is moved over them they all appear to be moving in the same direction.  This minimalistic design emphasises the transparent routine of Moondance.

DISCIPLINES 

• Design of print and online assets
• Brand development
• UX design (Magento)
• Developer briefing

Luxury taxi company, SCLSV Limousine Service asked for the re-design of their brand identity and website. Also, all company business paper which included, business cards, headed paper, invoice sheets, compliment cards and company brochures.

The SCLSV Limousine Service brand is the epitome of luxury and reliability, aiming at the discerning business or recreational visitor to Amsterdam.

The website consists of an easy to use reservation system serving the customers’ needs. 

DISCIPLINES

• Design of print and online assets
• Brand development
• UX design (html 5)
• Developer briefing

Luxurious leather design brand, Dutch Leather Design, required a brand identity for their website and various printed business stationery.

The brand Dutch Leather Design is all about steady classic craftsmanship and durability, reflected in a contemporary look and feel.

The company’s website is primarily image orientated. By a specially programmed parallax algorithm over the images in the shop the user experiences a more natural slide effect. Giving visitors a much closer feeling to the product, it can almost be touched off the screen.

DISCIPLINES

• Art direction, design and re-design
• Design of online website and social media assets
• Print management

After undertaking the art direction and graphic design for Villa d’Arte Magazine for nearly a decade it was time for a redesign.

The chief editor asked for a new logo and magazine layout structure. Each feature in the magazine (such as interior, travel, beauty, design, photography, architecture, culinary and art) got its own characteristic within the new layout.

Through a flexible modular grid system the design got a fresh and playful, although tight, contemporary design. By using the latest in typographic standards the magazine became more legible and it was made to last longer.

The magazine also serves as trigger to get the reader more involved into online activities such as the ICS/VISA CARD webshop or indept information on articles from the magazine.

DISCIPLINES    

• Editorial concept development
• Art direction and management
• Setup of editorial content creation process for client

The editors in chief of supermarket, Jumbo’s, magazine, asked for advice on structuring the layout of the recently designed magazine.

A clear structure for the magazine was established by my directing the team of designers at the Jumbo office and consulting them on use of Image and ways of storytelling. During the restructuring process the brand identity and DNA of the chain (in the magazine) was to be maintained by following the strict identity guidelines.

DISCIPLINES     

• Editorial concept
• Art direction & redesign

Six times a year law firm HVG (Holland van Gijzen) issues an internal magazine about law and justice.

To improve the look and feel as well as the user experience of the magazine I developed a new editorial formula that presented the content in an engaging context so that interaction and a dialogue would be faciliated with the reader.  

For the new design formula old design elements where redesigned providing a recognizable and streamlined result. A feature index matrix was also implemented to provide a clear system to handle all matters of expertise concerning HVG. The system contributed to improved content planning over a 12 month period. 

DISCIPLINES    

• Design and art direction
• Photo direction
• Production management
• Print management

At the Dutch outdoor traveling theatre festival De Parade, restaurant La Cantine offers quality French oriented cuisine. Co-owner Merijn van Berlo recently opened the populair new place called Choux (near Central Station in Amsterdam).

This self-published pocket size cookbook was specially designed for the theatre restaurant. I directed the copywriter responsible for the right tone of voice and a photographer to ensure full brand consistency with design language.

The hectic atmosphere at the festival goes hand in hand with the visual appearance of the cookbook. The colours and structures used in the book as graphic understatements fit the materials used for the festival restaurant tent.

DISCIPLINES     

• Art direction and design
• Print management

For the occasion of the ten year jubilee of Dutch news website nu.nl, I developed an oblong format picture book. It contains the best contributions of Dutch amateur photography displayed on the site.

Conceptually, the book has the same graphic design as the website. The same colours and typography have been used. Throughout the whole book there is a line printed on every page, referring to the index as a guideline.

DISCIPLINES     

• Creative concept, art direction and design    
• Print management

“Een mooi arbeidzaam leven”. This book has been designed celebrating the closing of the Breuning ten Cate Fonds. For many years this fund innovated cancer research and improved medical technology for the cure of cancer.

Half the book consists of an historical section the other half tells an actual story through interviewed staff. Alternately, these two are mingled together by mixing the past (in black and white) with the present in duo tone (blue and red, the colours from the fund logo).

The book is published in limited edition for a selected audience. The back of the cover is open and leaves the fabric, of which the book is made, visible. This refers to the heritage of the Breuning ten Cate Family, who supported the cancer research financially for a long time.

DISCIPLINES    

• Design and art direction
• Print management

Michelin Star restaurant Bridges, of Sofitel Hotel the Grand in Amsterdam asked me to redesign the menu cards for the restaurant, raw bar and room service.

The cover is made from a nearly indestructible material with the feel of real leather. The binding system is made in such a way the user can place pre-printed A4 and A3 sheets in the printer using a specially designed template. Every season the pre-prints on these sheets can be changed.

The look and feel of the menu corresponds with the logo of the restaurant. It has clear and minimalist characteristics. Graphically a lot of white space is used. For the comprehensive wine menu I developed a practical colour formula allowing customers to chose their preferred grape more easily.

DISCIPLINES    

• Exhibiotion stand design
• Incuding infographics

For the exhibition about Dutch soil in the Rotterdam Museum of History of Nature, I designed clear lettering.

The exhibition is about the various layers in Dutch soil. Throughout the whole exhibition the layer concept was the main focus point. I used layers in the soil as a sliced (photographic) background on the panels through the signage in the exhibition.