Tell us something about your background
Kevin: “I studied at the University of Arts Utrecht, close to where I grew up. I took a diverted route to get to graphic design and started off studying something completely different. But if you’re creative, I think you’ll get there in the end.
My studies grounded me in conceptual and research-based design. I thought I could channel this into freelancing but soon realised how critical it is to be pushed and challenged by your creative community. When the opportunity presented itself to move to Hamburg and work at Peter Schmidt Group, I took it.
I spent three years there, working on brand and packaging design, mostly in FMCG like Henkel Group, J.J Darboven and Nivea. This diet of work provoked me to think more commercially and strategically. I’m analytical by nature so I think that would ultimately have been my style anyway, but it got me there more quickly, while giving me the freedom to grow and explore.
I returned to the Netherlands in 2022 and joined (former) Superunion. I’d had my eye on a few agencies, and they were one of them. Mostly because they had an impressive portfolio of local brands which meant being able to combine new experience with the nostalgia of Dutch brands I grew up with. A year later, we merged with Design Bridge. Another big change, but a positive one that has brought with it incredible people and inspiring work.”
What project are you currently working on or have you recently worked on?
“We’ve just wrapped up a massive redesign project we’ve been working on for over 18 months. It all started with the packaging, but as we delved deeper, we ended up creating an entire brand universe, complete with a launch movie to introduce the new look.
These are my favourite kinds of projects: redesigning a brand from scratch, being a part of its inception. Not just how it looks, but its purpose in the world – what it believes in, what it stands for. This can be deep and inspiring, touching on universal human ideas that are philosophical, psychological, and spiritual. When these ideas come to life visually and everything falls into place, it’s very exciting!”
What makes it fun to work at Design Bridge and Partners?
“I’m lucky to say my work is one of my favourite hobbies. A big reason for that is the environment. Design Bridge is a blend of cultures, creatives, and projects that creates a completely unique atmosphere. This is my creative fuel. Every day brings opportunities to learn. About design but also about connecting with people. There’s maximum collaboration which pushes me to be engaged and flexible – with the subject matter but also with clients. Equally as important, there’s a big focus on internal culture. We throw fantastic parties with carefully curated themes. It’s always fun to see colleagues dressed up.”
Photo: Design Bridge party!
What do you do to keep your knowledge up to date?
“I’ve been thinking a lot about this lately. Almost every client comes to us with the same brief. Design something ‘modern’. And while I think it’s crucial to understand new technology – like AI – to use it to our advantage, I think it’s equally as crucial to remove ourselves somehow from the creative zeitgeist. In a way, it’s our role to look beyond that, otherwise we risk being stuck in a trend bubble. All designing things that look the same. This is the opposite of a creative flow. What we do should be intuitive, not overly informed.
Photo: Design Bridge party!
I try my best to look for inspiration from fashion, literature, art, and design beyond conventional sources. I go to galleries, festivals, exhibitions. One museum that never fails to impress me is De Pont in Tilburg. They showcase incredible works by artists like Anish Kapoor, and the building itself is stunning.”
What is your favourite design?
“Simple and intuitive. Design that speaks for itself. Never overly flashy or designed for designers. Sometimes we push the boundaries just to satisfy our creative impulses, when really, the solution might be more of an evolution than a revolution.
Consider Bahlsen, a German food company. Their redesign was celebrated in the design community and even won a D&AD award. Two years later, they experienced a big drop in sales. Sometimes, simplicity and staying true to what works can be more effective.”
Besides design, what else makes your heart beat faster?
“I’ve always loved movies, since I was young! I regularly go to arthouse cinema. The more obscure, the better. I recently watched a rerelease of The Holy Mountain by Alejandro Jodorowsky, a surrealistic drama from the 70s. While I usually like decoding a movie’s symbolism, this psychedelic trip left me clueless about what I had seen.
I’m also a fan of style-focused film by directors like Gaspar Noé or Nicolas Winding Refn, that invite you into a visual wonderland. The story kind of fades into the background. That’s what I love about film and wish everyone could see – it’s a medium that seems to have no limits, forever open to reinterpretation.”