Cases
Cases of ideas shaped into something people can test.
Grouped by a raise or pilot, a new direction, or a restart.
Clarity Sprint
Raise or pilot
A story or prototype investors, partners, or customers can actually look at.
Raise or pilot
WatStemmenWij
A public tool for comparing political positions, built so people could try the comparison.
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Raise or pilot
Cropsie
An agtech proposition shaped so field reality and adoption could sit in one story.
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Raise or pilot
Kite Magnetics
Deeptech communication reordered so investors could follow the substance.
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Raise or pilot
Gerisana
Direction for a care organisation that needed a clearer story for a pitch and a market.
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Raise or pilot
2024
GradCycle — marketplace for student reuse
Positioning, UX, and web design for a UK student marketplace focused on buying and selling reusable goods.
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Raise or pilot
2024
Start-up AI — ideation prototype
A working prototype for generating, storing, and refining startup ideas — with a clear product metaphor and interactive flow.
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Raise or pilot
2023
Innovative Insights — health equity through data
Positioning, identity, and Webflow site for an Atlanta public-health data firm focused on health equity.
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Raise or pilot
2022
Vectis AI — fintech brand and landing frame
Brand design and landing page for a Dubai-based fintech startup that needed a sharper first impression.
Read moreDirection Sprint
New direction
A clear course, then a first version of it made visible.
New direction
FC Cincinnati
Early brand direction for a young club still working out what it stood for.
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New direction
Dutch Lions FC
One story for a multi-club sports organisation, held in identity and communication.
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New direction
2023
Brinsley Gin — category story and brand concept
Positioning and brand concept for a gin brand built around friendship as the enduring commercial idea.
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New direction
2022
Podology USA — orthopaedic brand system
Brand creation for a US orthopaedic services company that needed a calm, clinical, and commercial identity.
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New direction
2021
Ervaringsvraagstukken — lived-experience platform brand
Brand and experience design direction for a platform where people share lived experience with debt, addiction, and related struggles.
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New direction
2020
Bite’n’play — product brand from zero
From blank sheet to brand and product-line direction for a new dog-toy company.
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New direction
2019
EventEquip — naming, identity, website
Company naming, identity, copywriting, and website for a new Dutch event-equipment business.
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New direction
2019
Sellavie — antique furniture as narrative brand
Brand establishment for a Noord-Brabant antique dealer where objects needed a story stronger than inventory.
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New direction
2019
SightKnight — ecommerce brand founding
Brand creation for an automotive sunshade brand selling primarily through Amazon and related channels.
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New direction
2019
Sociologenpanel — expert voice system
Logo and styling for a sociologists’ panel inside Sociale Vraagstukken — a recognisable expert layer within a civic platform.
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New direction
2008
Jan Krüs — craft identity for a specialist
Visual identity for a Steinway-certified piano technician serving Arnhem and Nijmegen — crafting signals of precision and musical trust.
Read moreDirection Sprint
Restart or relaunch
An existing organisation working out what comes back, and in what form.
Restart or relaunch
2024
Sociale Vraagstukken — civic platform refresh
A modernization of a long-running civic debate platform, refocused on clarity, trust, and sustained public use.
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Restart or relaunch
2023
Potential Health Club — brand and web direction
Updated positioning, identity, and website for a fitness club that needed health to read as a long-term lifestyle offer.
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Restart or relaunch
2020
Zoutewelle Banden — wholesale brand clarity
Brand identity direction for a Rotterdam tyre wholesaler that needed a sharper professional presence.
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Restart or relaunch
2016
Sociale Vraagstukken — early platform modernisation
2016 redesign and CMS evolution for socialevraagstukken.nl — improving structure, mobile use, and long-term maintainability.
Read moreSince 2010
Almost two decades behind the current work.
Identities, websites, campaigns, and public interfaces left traces in the current practice: judgement about what to make, and versions people can test.
Now
Design as strategic direction
The older craft now shows up as judgement on what to build, and versions people can test.
Founders / product
Stories becoming operating choices
Pitch narratives, product propositions, interface direction, and investor-facing material for teams moving from idea to organization.
Sport / community
Identity in public
Club identities, launch materials, supporter communication, partner decks, and moments where identity had to hold together in public.
Identity / digital
Visual systems that had to travel
Identities, websites, campaign systems, and editorial structures for founders, cultural initiatives, and public-facing organizations.