Background
Van Koolen can be considered as a farmer, inventor and philanthropist at the same time. This family company in Slootdorp has its own crop fields and is one of the key players in the field of consumer vegan products. With their long history of growing crops comes experience and knowledge that they use to create tasty alternatives for meat eaters. Depending on the clients wishes unique food formulas are made in a laboratory setting and rolled out globally. It’s the tailor made aspect here that makes Van Koolen stand out. For instance one can opt to receive it's product in a raw material way or only on an ingredient level. Products can be fresh, pre-cooked, frozen or pre-shaped and clients can fully control their preferred/own taste recipe. All this is made on a circular way keeping the CO2 low and with a strong conviction that less meat is better for earth, human and animal.

Background
Doing business is not always easy. In the arena where there's only room for the fittest, some companies find themselves in a dangerous free fall. Peek von Schukkmann detects distressed firms and creates acquisition strategies. Within a short timeframe she brings buyer and seller together. The process is delicate because not every buyer is suitable and risks can be ahead.

Approach
Timely intervention prevents bankruptcy. This makes Peek von Schukkmann the safety net for mergers and acquisitions. It's this idea I wanted to incorporate in the vignette. Combined with a strong and round typography the final result is in line with the customer's wish to have an identity that is based on trust and calmness.

Background
’Kunstreken’ is a book that challenges children to paint. In a world of art, seven Dutch masters are waiting to be explored in a playful way. On this discovery journey the young ones get to know the work and personal stories behind each master, such as Van Gogh and Appel. They learn that paintings are not just born and that the brushstroke in particular tells a lot about the character of the artist. Every page of the book encourages the children to make their own piece of art while handing them examples and techniques.

Approach
In the layout, I wanted to magnify the concept of brushstrokes so that they could almost be seen as spatial objects. Ready to be climbed and discovered. That idea was reinforced by creating a galaxy-like world in which they would float. The palette of fluorescent colors and coarse typography makes the visual language iconic and daring.

Calendar that integrates the four most commonly used calendar systems, namely, Gregorian, Chinese, Jewish and Arabic, showing the differences and similarities between them. This project has been awarded with the Red Dot Junior Award in Essen, Germany.

Background
Orgel Festival Holland is a battlefield for young talent. This eight-day event takes place biennially during the month of June and brings various concerts and activities. The festival is one of the few stages where young organists can present themselves and play on the oldest and most famous church organs in the world. Godfather of the classical sound Bach always echoos in the background here. I was commissioned to shape the festival appearance of the 2019 edition.

Approach
My first intentions were to create an iconic graphic identity that would emphasize the statement of the organ still being one of the highlights in Barok Europe. The bold colorful shapes, a distilled grid of pipes, help to express these intentions whilst bring forward that the barok sound is a very contemporary one and can be found in many places.

Background
Just as the grain is the main ingredient of bread, just like so is the grain stalk in the visual identity of Stefs Bakery. A bread shop located in the heart of Amsterdam. Their location on Spiegelstraat is the route for many tourists to monuments such as the Rijksmuseum.

Approach
I was eager to design a visual language that would be simple and connect with the lively street scene of the location. Using black and white helped to underline this idea. Key icon is the organic grain stalk. It’s loose shape can be used easily as a single form, but provides the identity a second layer when used as a patchwork, in a way reflecting the endless grain fields that most of us like so much.

Background
Museum van Loon is a small, but high quality museum in the heart of Amsterdam. Each summer in the seventeenth century there was a tradition in Amsterdam. Wealthy citizens would flee to their homes on the countryside away from the city. Not so much out of free will, but more because of the heat and terrible stench as there was no sewage system.

Approach
The museum decided to dedicate an exhibition to one of these homes called 'Hartenlust' (Lust for a heart). Staying close to the theme, I designed an extravagant heart shape that literally formed the center of each promotional peace.

Background
'Jai' is the name of a newborn and comes from Jaipur, the pink city in India. It's here where his parents discovered his first presence. I was lucky to be there on that moment and they asked me to develop a meaningful image that would propagate this event and herald the baby's arrival into the world.

Approach
My goal was to create an everlasting sign. Not for a baby, but for a human being regardless of age. Therefore no childish hassle, but a proud signature that can be used on a baseball cap or as a tattoo. It captures the city's spirit and houses the roots of the baby.

Dieet Pro is a fast growing brand that is quickly finding it's way into the jungle of sports nutrition. This low calorie energy bar needed a stimulating jacket. I decided to design a package that would capture the spirit of a clean training style founded on the idea that good food needs good thinking and informed choices. These intensions are expressed by setting no more then the most essential using a strong logo and a subtile pattern set against a white space.

Background
Earlier this year I was instructed to carry out a restyling for the visual identity of Carnivoer: a label for raw meat intended for the domestic dog and cat. It claims her source has a natural origin with positive effects on health. The formula itself is distinctive, but it takes new effort to stand out in the store shelfs for her old jacket had become dusty.

Approach
For that reason I developped a packaging line mainly supported by black typography set in a dominant way to catch maximum attention, furtherly enhanced by a strong orange green palette. Its graphic triangels (The typographed text) run over all sides so each has it's own appearance making the package interessting from all points of view. Moreover doing so it doesn't matter how the package is placed on the shop shelf being communicative at all times/keeping the attention of the audience. At least as much time is spent on how the message is shaped. Notice its strength lies in the direct way the dog and cat speak to the consumer. The simple but effective style has been further rolled out in website and printed matter.

Background
Fat is bad, that we all know. Worldwide poor eating behaviour causes greasy organs leading to dangerous dysfunction. Several researches have been made to visualize the impact of fat on the human organs. An important researcher in the field is Paul de Heer. Together with Philips and Leiden University Medical Center, he has sought improvements of the MRI-scanner by using specially developed gel pads during the scans. Placement of these pads in the area of the organs lead to a significantly better picture as where the focus was on heart, liver and kidneys. All findings have been compiled in a reference work and were presented in Leiden.

Approach
One needed a setting to highlight these findings. The visual style anticipates the characteristic translucent nature of an MRI scan.

Background
The big church in Alkmaar has always been a safe haven and important landmark in the Dutch landscape. Over the century's it's beauty has intruiged a lot of people. In the golden age two Dutch masters from Haarlem painted the church, each on their own way. Salomon van Ruysdael painted him as he stands in the Dutch landscape, high above all buildings. Pieter Saenredam made drawings and paintings of her interior. This year the church celebrates her 500th anniversary. On this occasion photographers Hans van der Meer and Karin Borghouts vizualized the big church, inspired by the two Dutch masters just mentioned. Stedelijk Museum Alkmaar dedicated an exhibition to these four persons wich resulted in an exhibition.

Approach
Core of the visual identity is the ground map of the church that worked as a sjablone. The color palet is derived on the afternoon light where many of the paintings are painted in. This concept is implemented across a range of different items such as reference books, posters, invitations and postcards sets.

Background
Within the Environment Act, the Environmental Vision is the strategic vision for the long term for the entire physical environment. Mandatory cost for each municipality. The document deals with the relationship between space, water, the environment, nature, landscape, traffic and transport, infrastructure and cultural heritage and provides a view through to 2040. Alkmaar is working on its neglected channel. No longer a bare water through the heart of the city, but a lively city river with banks to live, work and recreate. The municipality of Alkmaar put out the question to shape this policy piece.

Approach
The result is a graphical interpretation of the city river in a richly layered book. Where the stacked cardboard levels illustrate a certain landscape relief, the films freely refer to the water's glare of the canal. These films also let the book - depending on the light - constantly change character, as a real landscape changes color as the day passes. The copper-blue color palette gives the cover a noble look and contrasts with the understated interior. The end result is a powerful, sparkling document.

Background
Grannies are pretty cool and so are their hobbies. Today there is also a steadily growing group of young people engaged in knitting, sewing, and embroidery. TxP is a magazine that highlights these underestimated crafts. One asked me to make a strong restyling for the old format was used for more then twenty years. Part of the process was to examin new ways to build up the magazine both in terms of content and form.

Approach
By introducing cross-over-areas such as art, design and fashion, more diversity and a bigger platform was created. I decided to shorten the old name Textiel Plus to TxP. By doing so it became sharper and more brand-able. The clear logo that followed can be easily applied and forms a visual anchor on the cover. In the magazine interior, the 'x' from the logo is frequently used for patterns creating a nice second layer. Furthermore I wanted the layout to be airy and the typography slightly feminine, matching the delicate nature of textile. At the end each release reflects the richness, creativity and innovation of this beautiful art.

TxP is a magazine for textile artists. To increase it’s subscriber count, the magazine started to realize giveaway subscription boxes. I was challenged to make a design with a humoristic twist that would create a subtle smile to it’s receivers. The result is an airy design that should not only appeal to the female spectator, but also to the male spectator.

Background
Hermeneus is a popular science magazine dedicated to classical antiquity that made her first appearence in 1928. It is well known among classics, classical archaeologists and (art) historians. Famous Dutch persons, such as it's founder David Cohen, were connected to the magazine giving it a certain respect over the years. Hermeneus highlights all aspects of classical civilization and its reception: from Zeus to Romulus, from Homer to Augustine, from Socrates to Plotinus, from Pericles to Constantine. Articles deal with large and well-known topics, but also deal with the everyday life of ordinary Greeks and Romans.

Approach
I studied the rebranding of this rich periodical. Starting point was the god Hermeneus that is said to have swung between heaven and earth, having the role of translator between human and ancient gods. The greatest conceptual gesture can be found on the cover: the road between heaven and earth is represented graphically here by two arrows, making their way across the heart of the magazine. The format provides space to open articles both visually and typographically allowing the Baskerville font to fully stand out. As where the magazine grid allows the scientific background information to take it’s place in a sophisticated column system without making trouble with the primary content.