We appointed Senior Designer Robin Hoenderdos as Creative Director. He has been working with us for years, creating value for many of our clients, including multinationals like AB InBev, Tefal and Philips. In his new position, he will be responsible for the creative output of his team. Time for a chat about his ideas!
Robin: “In the end, it’s all about delivering a consistently high level of creativity for our clients.” We are strong conceptual thinkers, he says. Together with our clients we carefully consider their opportunities in often complex, saturated markets. Design driven innovation helps them to introduce successful new products. Our challenge is to come up with concepts with a twist, offering the end-user real added value, rather than just making it more beautiful. A great example is the de-humidifier we created for Bison. Because of our design solutions, this moisture absorber goes beyond the garage and fits perfectly in consumers’ home interior, which has led to a significant impact on market share and turnover for Bison.
In today’s complex world, the most successful products tell a very straightforward and clear message, which immediately explains benefits to the users. “We should challenge ourselves in becoming even better storytellers than we are today,” says Robin, “a smart translation of our concepts into distinctive, innovative design that consumers immediately embrace.” In our teams, designers and engineers work closely together to get this job done. Our juniors develop these skills on the job to meet our high standards.
Creating a seamless user experience will become more and more important. Nowadays designing is so much more than just creating an excellent product. In this era of smart connected products, we have to make new choices on how to create value and gain competitive advantage. Our design solutions should ensure that every interaction between customer and brand is carefully orchestrated. That’s why we are very keen on an intensive collaboration with our clients and every discipline involved. We can connect all the dots and create essential products for our fast changing world.
