Cruyff Rebranding
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A Touch of Cruyff

Johan Cruyff was football’s original dandy. His style of dressing and choice of accessories – his car, shoes, watch and even the furniture in his house – expressed a certain strength and confidence. However, the brand relied heavily on the past and was splintered across various sublabels.

I led the team that positioned the Cruyff brand upmarket, closer to larger and more fashionable brands. We created an overall brand concept focused on style and luxury. This brand concept – A Touch of Cruyff – tightened the bonds between the different sub-labels. We used abstract features from Johan Cruyff’s personality, such as ‘movement’, ‘energy’ and ‘development’ and created a visual world of international style, sport and luxury.

Visual Design by Thijs Janssen
Product Photography by Pim Top

Still amazed by the fact that I’m getting paid for expressing myself and keeping up with today’s culture, I’m an Art Director with a continuous drive to develop ideas worth thinking about, engaging with, sharing, joking about, playing with and arguing over.

While my background is in design, I have worked as an Art Director in (digital) advertising for over 14 years. I have developed everything from visual identities, apps, advertising campaigns, photoshoots, brand films, websites, in-store experiences to a bronze speaking sculpture.

I am experienced in building and leading teams of creatives and having worked on both agency and client side, I understand the complexity of what is asked and that which is actually needed.

In my last job as Creative Director of the renowned Dutch Design agency Fabrique, I focused on bringing strategic ideas to life in experiences that interest, engage and challenge reality. My work has been internationally recognised by organisations such as New York Festivals, Cannes Lions, the European Design Awards and the Webby Awards.

I am currently available as a freelance Creative / Art Director.