About Me.
© 2014-25
© 2014-25
I'm Patrick, a brand designer and strategist based in Amsterdam. I've spent the last decade moving between editorial photography, brand identity, and innovation strategy. These days I focus on building brand systems and concepts for fashion, lifestyle, and FMCG clients.
My background combines industrial design & Engineering with a B.Sc. in International Fashion & Branding (Amsterdam Fashion Institute), where I specialized in Brands & Innovation and Global Trendwatching. I've built generative AI into my workflow, mostly for concept exploration and speeding up production. It lets me try more directions and prototype faster, but the strategy and taste are still mine.
I believe that strong branding creates real human connection through informed design that speaks to real experiences and emotions, not manufactured narratives or empty trends.
Services
1. Brand Identity
From strategy and positioning to logos, packaging systems, and guidelines.
2. Innovation Strategy & Concept Research
Innovation strategy & research-driven concepts that position brands for what's next. Examples: Nanograph (REV'IT!), JoyJourney (Ravensburger).
3. Experience Design & Spatial Environments
Spatial & experiential design , Trade shows, op-ups, retail environments. Examples: SK/AR (Acne Studios), HUMANOID 40th anniversary.
4. Gen. AI-Enhanced Creative Production & Prototyping
Creative production, packaging, social assets, motion graphics, lookbooks. Often AI-assisted for speed.
Services
1. Brand Identity
From strategy and positioning to logos, packaging systems, and guidelines.
2. Innovation Strategy & Concept Research
Innovation strategy & research-driven concepts that position brands for what's next. Examples: Nanograph (REV'IT!), JoyJourney (Ravensburger).
3. Experience Design & Spatial Environments
Spatial & experiential design , Trade shows, op-ups, retail environments. Examples: SK/AR (Acne Studios), HUMANOID 40th anniversary.
4. Gen. AI-Enhanced Creative Production & Prototyping
Creative production, packaging, social assets, motion graphics, lookbooks. Often AI-assisted for speed.
Software Stack
Figma
Graphic Design, Prototyping
Figma
Graphic Design, Prototyping
Adobe CC Photoshop
Image editing, Retouching, Manipulation
Adobe CC Photoshop
Image editing, Retouching, Manipulation
Adobe CC Illustrator
Packaging, Brand Identity
Adobe CC Illustrator
Packaging, Brand Identity
Adobe CC Indesign
Print Layouts, Brand Guidelines, Decks
Adobe CC Indesign
Print Layouts, Brand Guidelines, Decks
Midjourney
Concept generation, Rapid Prototyping
Sketch Up
3D Spatial design
Experience
Brand & Marketing Designer
DAK Coffee Roasters, Amsterdam
'24 - present
In-house brand designer handling identity, concept development, packaging (100+ SKUs), creative production, motion graphics, and trade show booth design.
Brand & Marketing Designer
DAK Coffee Roasters, Amsterdam
'24 - present
In-house brand designer handling identity, concept development, packaging (100+ SKUs), creative production, motion graphics, and trade show booth design.
Junior Brand Creative
Boomerang Agency (Part of Publicis), Amsterdam
'22 - 2023
Worked on campaigns and activations for Heineken, Birra Moretti. Designed pitch decks and internal comms.
Junior Brand Creative
Boomerang Agency (Part of Publicis), Amsterdam
'22 - 2023
Worked on campaigns and activations for Heineken, Birra Moretti. Designed pitch decks and internal comms.
Account Manager | Art Director
Underpromise Agency, Amsterdam
'21 - 2021
Managed multidisciplinary creative projects for fashion, lifestyle, and hospitality clients, bridging account management and creative execution.
Account Manager | Art Director
Underpromise Agency, Amsterdam
'21 - 2021
Managed multidisciplinary creative projects for fashion, lifestyle, and hospitality clients, bridging account management and creative execution.
Creative Director | Editorial Photographer
Self Employed, Europe
'16 - 2024
Self-directed fashion photography practice, specializing in conceptual editorials for international publications. Combined photographic craft with art direction and graphic design to create distinctive visual narratives.
Creative Director | Editorial Photographer
Self Employed, Europe
'16 - 2024
Self-directed fashion photography practice, specializing in conceptual editorials for international publications. Combined photographic craft with art direction and graphic design to create distinctive visual narratives.
The non-resume stuff
Calm, focused, drama-free. I like structure, clear priorities, and asking for help before things become emergencies. Deadlines don't stress me out, unclear expectations do.
Making coffee for them, visual problem-solving, mostly. "Can you make this make sense?" is a question I hear a lot. Also: honest feedback, clear communication, and not overcomplicating things.
Filter coffee, always. Seven years as a specialty barista spoiled me, usually drink coffee at home since most cafes don't dial in espresso properly or steam milk well, and filter is the best way to actually taste a single origin. Plus I like having a lot to sip on. That said a thick italian espresso when abroad or a spanish cortado is also very welcome.
Anime (Akira, Evangelion, Ghibli, anything Studio MAPPA). Cooking, risotto and Asian curries that take forever but are worth it. And occasionally, very specific rabbit holes like optimal soil chemistry for growing basil in Amsterdam in a east facing window.
Depends who it's from and whether it's specific. Vague "make it pop" energy doesn't really help anyone. Clear notes with reasoning? I'll take as many rounds as needed. In my personal opinion it's the best way to grow on both a professional and personal level.
Mix of solo deep work and team collaboration. I like headphones-on focus time, but I also want teammates I can talk to about problems, the weekend or corny jokes, ideally over coffee.
Respect, honesty and clarity In communication, in design, in process. If something's confusing, I'll say so. If a deadline is unrealistic, I'll flag it early. No one benefits from quiet chaos.
That I get things done without drama, I care about people, craft, and I'd probably make you a really good bakkie pleur (cup of coffee).
Calm, focused, drama-free. I like structure, clear priorities, and asking for help before things become emergencies. Deadlines don't stress me out, unclear expectations do.
Making coffee for them, visual problem-solving, mostly. "Can you make this make sense?" is a question I hear a lot. Also: honest feedback, clear communication, and not overcomplicating things.
Filter coffee, always. Seven years as a specialty barista spoiled me, usually drink coffee at home since most cafes don't dial in espresso properly or steam milk well, and filter is the best way to actually taste a single origin. Plus I like having a lot to sip on. That said a thick italian espresso when abroad or a spanish cortado is also very welcome.
Anime (Akira, Evangelion, Ghibli, anything Studio MAPPA). Cooking, risotto and Asian curries that take forever but are worth it. And occasionally, very specific rabbit holes like optimal soil chemistry for growing basil in Amsterdam in a east facing window.
Depends who it's from and whether it's specific. Vague "make it pop" energy doesn't really help anyone. Clear notes with reasoning? I'll take as many rounds as needed. In my personal opinion it's the best way to grow on both a professional and personal level.
Mix of solo deep work and team collaboration. I like headphones-on focus time, but I also want teammates I can talk to about problems, the weekend or corny jokes, ideally over coffee.
Respect, honesty and clarity In communication, in design, in process. If something's confusing, I'll say so. If a deadline is unrealistic, I'll flag it early. No one benefits from quiet chaos.
That I get things done without drama, I care about people, craft, and I'd probably make you a really good bakkie pleur (cup of coffee).
Calm, focused, drama-free. I like structure, clear priorities, and asking for help before things become emergencies. Deadlines don't stress me out, unclear expectations do.
Making coffee for them, visual problem-solving, mostly. "Can you make this make sense?" is a question I hear a lot. Also: honest feedback, clear communication, and not overcomplicating things.
Filter coffee, always. Seven years as a specialty barista spoiled me, usually drink coffee at home since most cafes don't dial in espresso properly or steam milk well, and filter is the best way to actually taste a single origin. Plus I like having a lot to sip on. That said a thick italian espresso when abroad or a spanish cortado is also very welcome.
Anime (Akira, Evangelion, Ghibli, anything Studio MAPPA). Cooking, risotto and Asian curries that take forever but are worth it. And occasionally, very specific rabbit holes like optimal soil chemistry for growing basil in Amsterdam in a east facing window.
Depends who it's from and whether it's specific. Vague "make it pop" energy doesn't really help anyone. Clear notes with reasoning? I'll take as many rounds as needed. In my personal opinion it's the best way to grow on both a professional and personal level.
Mix of solo deep work and team collaboration. I like headphones-on focus time, but I also want teammates I can talk to about problems, the weekend or corny jokes, ideally over coffee.
Respect, honesty and clarity In communication, in design, in process. If something's confusing, I'll say so. If a deadline is unrealistic, I'll flag it early. No one benefits from quiet chaos.
That I get things done without drama, I care about people, craft, and I'd probably make you a really good bakkie pleur (cup of coffee).
Years of Creative Experience
4+
Digital Assets Produced
100+
Creative Projects Directed
20+
International Publication Features
7+
Publications
'20
Kaltblut Magazine
Neo Punk 2020| Editorial
'19
Vogue Portugal
Um Porto De Ninguém | Editorial
'19
Vogue Portugal
Forcas Do Oculto | Editorial
'19
ELLE Croatia
March Cover Feature | Editorial
'19
Grazia Croatia
March Cover Feature | Editorial
'19
L'OFFICIEL Hommes Ukraine
The Outfielder | Fashion Editorial
'19
GQ Portugal
The Fisherman | Fashion Editorial