Portfolio
Work where a clearer frame changed what could be built.
Projects across startups, civic systems, product brands, and organisations. Each note focuses on the decision, not a catalogue of deliverables.
Product & systems
2025
Dutch Lions FC — registration and payment systems
A shared platform for club registration, player profiles, and payments — so a multi-club organisation could operate from one coherent frame.
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Brand & UX
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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Web & public systems
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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Product design
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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Data & product
2024
Wat Stemmen Wij — election decision interface
A public tool that visualises election results so citizens can compare vote patterns without flattening nuance.
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Brand strategy
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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Brand strategy
2023
Cropsie — international rebrand decision
Strategic rebrand from Crops to Cropsie that secured international trademark space and refreshed the category story.
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Brand strategy
2023
Gerisana — rebrand and fundraising narrative
Strategic rebrand and pitch deck for a Swiss agetech startup preparing for the German-speaking market.
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Brand & web
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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Brand strategy
2023
Kite Magnetics — deeptech identity
Strategy and logo for an Australian company building electric motors for passenger aircraft.
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Brand & web
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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Brand strategy
2022
Crops — community marketplace brand
Brand and launch positioning for an online community trading homegrown vegetables.
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Brand identity
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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Brand & web
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.
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Brand & product
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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Brand & product
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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Brand identity
2020
Zoutewelle Banden — wholesale brand clarity
Brand identity direction for a Rotterdam tyre wholesaler that needed a sharper professional presence.
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Brand & web
2019
EventEquip — naming, identity, website
Company naming, identity, copywriting, and website for a new Dutch event-equipment business.
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Brand identity
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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Brand identity
2019
SightKnight — ecommerce brand founding
Brand creation for an automotive sunshade brand selling primarily through Amazon and related channels.
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Brand identity
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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Brand identity
2017
Dutch Lions FC — umbrella brand mark
A unifying logo for the Dutch Lions FC umbrella organisation across its American clubs.
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Web & systems
2016
Sociale Vraagstukken — early platform modernisation
2016 redesign and CMS evolution for socialevraagstukken.nl — improving structure, mobile use, and long-term maintainability.
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Brand identity
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.
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