LET’S RUN AMOK
Brand Strategy. Creative Direction. Copywriting.
Rituals
Rituals always had grand ambitions, but its perceived value was declining. After determining a new brand strategy and tone of voice, we rejuvenated Rituals’ brand identity and became involved in nearly every aspect of the brand. From store interior design to packaging design, the development of a loyalty program, and an award winning innovative store concept; The House of Rituals.
Moments of meaning
By repositioning the brand toward mindfulness and advocating for a more natural approach regarding the compounds of products and their outward appearance, we reengaged Rituals’ early adopters.
This strategy reinvigorated the brand not only in the Netherlands, but in 33 countries, eventually leading to over 1000 store openings across the globe.
If you’ve got balls
In 2014, I co-founded A-dam Underwear.
Building my own brand from scratch has taught me everything I could wish for. Maybe a bit more.
A-dam Underwear
A-dam is about doing things differently and making a positive change. Starting with the first thing you put on every morning.
A-dam Underwear pioneered in making the sustainable choice bold and sexy. We made swimming trunks from recycled plastic bottles and socks from recycled fishing nets.
Our progressive attitude resulted in lots of free publicity and a great deal of goodwill with manufacturers, distributors, international department stores and film production companies.
With our quirky sense of humour and avant-garde guerrilla campaigns, we steadily reached wide audiences on social media. A-dam is often stated as an example across the marketing branch.
Change the world sleeping
Yumeko
Sleep is our most influential state of consciousness. Blissful sleeping allows for meaningful dreams and is followed by the clarity of mind to realise them. This is why we believe that a better world is created by better sleepers.
Yumeko was growing steadily but struggled to get its message across - both to new target groups as well as its loyal client base.
My strategy for Yumeko emphasised the valuable aspect of mindfulness in action. Following this philosophy, we rejuvenated Yumeko’s visual identity and tone of voice. Yumeko has shown exponential growth for multiple consecutive years eversince.
Reconnect with Nature
Spinoza
Spinoza is a community of scientists and artists, meditators and activists who are convinced that the challenges of the future are best addressed by reconnecting with nature, self-inquiry and informed dialogue.
Psychedelics may help establish a more compassionate worldview, which is a preferable asset in decision makers and business leaders who shape companies, institutions, societies and thus the future.
Following our brand strategy, we developed an avant-garde brand identity with renowned design agency Numbered. We subsequently collaborated in groundbreaking research with Universities across the globe and produced elaborate music journeys with world-class artists.
Amplifying your ambition
Rekorder Studios
Rekorder is a playground dedicated to your creative process and home to a colourful community of musicians and podcast creators in Amsterdam.
I was asked to create the Rekorder brand from scratch and help build a community around its studios, starting with a solid brand strategy. The brand identity and website came to life in collaboration with design studio Analog.
Rekorder’s carefully crafted studios offer supreme acoustics and state-of-the-art design and equipment.
Each studio can be attuned to your technical requirements and personal requests. Rekorder offers studios in various shapes and sizes, accompanied by a broad spectrum of services.
We are here to help you hit that high.
Enter the Loft
In case you’ve ever been to a lamp store, you know it sells lamps. Just like carpet stores are carpeted with carpets.
But.
If you’re looking to add some serious character to your interior, say, by hanging a seven foot plane from your ceiling, it might be a good idea to first see if things fit together.
Enter the Loft.
The Loft is a place where creatives, interior architects and stylists meet to have a cup of coffee, hang around, read a book or day dream about decorating the perfect home.
The Loft
Get in touch
My career has been dedicated to collaborating with countless entrepreneurs and guiding them to articulate and communicate their vision both enticingly and effectively.
My inspiration comes from intuitive insights, endless conversations, heaps of reading, and lots of documentaries on themes and issues I simply care about. In today’s world, this list grows longer every week. Many things to improve and many minds to change.
Early on in my career, I discovered my preference for helping clients who strive to make a positive impact. I feel grateful and privileged to have addressed themes such as sustainability and social responsibility in numerous brands and organizations.
Please get in touch to find out how I may be of service to you.