Brand Strategy & Identity
01 — 04
Making waves with an electrifying brand
Propel builds the most efficient electric boat motors in the industry. This new brand sets the tone for a silent, nature-friendly future that will allow you to enjoy boating at its fullest. We created the name, identity, digital interfaces and contributed to the translation of the brand into industrial design of the motor itself.
The branding is centered around the idea of ripple, which connects to a sense of fluidity and progress. The clean yet friendly visual vocabulary emphasizes the heightened sensorial experience these silent motors enable.
Awards
Red Dot Design Award, ADCN, FWA SOTD
Client
Propel
Contribution
Creative direction
Year
2022
02 — 04
Designing the next-gen farmers market
Crisp is the online supermarket for fresh and local food. The produce offering is hand-picked based on their unique quality and know-how of the supplier. Crisp offers products you would normally get from different locations, brought together in one place, delivered to your doorstep.
The brand was inspired by the seasonality of food, resulting in a flexible logo. We created their identity and digital product in an integrated approach, ensuring that the brand identity worked perfectly in the app.
Awards: 2X ADCN, 2X Spinawards, 2X Dutch Interactive Award, 1X Esprix
Client
Crisp
Contribution
Creative direction
Year
2018
03 — 04
A network designed for today and tomorrow
Dentsu Creative was introduced in 2022, it unifies Dentsu's creative agencies from around the world and brings together 9,000 creative talent in 46 markets. As Global Chief Design Officer I led the teams across multiple offices to shape the new identity.
The design takes inspiration from Dentsu's japanese roots. Four Japanese mythological creatures represent the core values of the new agency. Custom lettering was designed to bridge typography from the East and the West.
Client
Dentsu Creative
Contribution
Creative direction, Art direction
Year
2022
04 — 04
Branding Europe's largest curated marketplace
Catawiki asked us to take a holistic view on their rebrand, ensuring we brought the brand to live on their most important touchpoint: their platform. The challenge was to combine the innovative spirit of a digital product with the trustworthy attributes of a curated platform for auctions. Giving podium to the 400 experts who curate every auction was a key approach to establishing credibility.
The new logo formed the basis of a flexible design system, the C was treated as a window into the world of passions. A color palette was created to signpost different categories and a refined apporach to typography was taken to represent both the innovative and trustworthy character of the brand.
Client
Catawiki
Contribution
Creative direction, Art direction
Year
2021
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Available worldwide.