Work
Work where a clearer frame changed what could be made.
Selected work across civic-tech, agtech, deeptech, health, sports, and public-facing organizations. The useful question is what became clearer: the position, the story, the system, the decision, or the way people could act.
Civic-tech
WatStemmenWij
A public decision tool that helps people compare political positions without pretending the choice is simple.
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Agrotech and community
Cropsie
A clearer way to explain an agtech proposition where field reality, climate pressure, and adoption had to meet.
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Sport and community
FC Cincinnati
Early brand strategy thinking for a young club: helping shape the foundation, with art direction and creative direction as the identity began to take form.
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Deeptech
Kite Magnetics
Deeptech communication reordered so technical substance could become investor understanding.
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Health and care
Gerisana
Direction work around trust, care, and service clarity, where vague language quickly becomes costly.
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Sport and development
Dutch Lions FC
A multi-stakeholder sports organization clarified through identity, pathway thinking, and communication hierarchy.
Read moreEarlier work
Projects that led into the current practice.
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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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 & 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 & 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 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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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.
Read moreSince 2010
Almost two decades behind the current work.
Identities, websites, campaigns, club systems, and public interfaces left traces in what the studio does now: sharper positioning, clearer stories, and systems that still work once they leave the room.
Now
Design as strategic direction
The older craft now shows up in sharper positioning, decision support, visual maps, and clearer choices in complex domains.
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.