
adiClub Rebrand
adidas / Studio A
Main Role: Senior Designer
About: adiClub is a celebration of the people and culture that makes up adidas. This membership program will connect everyone from sneakerheads and athletes, to people who just love their weekly run. It’s a club that rewards people for doing what they love: pursuing their fitness, style and sustainability goals. We will focus on the real members, who are the key focus in our content and campaigns.
Team: Anna-Belle Mulder, Eduardo Campuzano, Martin Granger, Yaya Zhang, Yuka Kambayashi, Rachel Hom, Emil Cholich, Olivia Adda, Siddharta Guha, Michelle van Kempen, Yasamin Shandalou, Delia Mennell, Federica D’ Urzo, Sascha Kleerebezem, Bindu van Dreumel, Karen Eckhardt

Using the concept of scrapbooking as a basis for the design system, adiClub gives a platform to real members, highlighting authentic stories and passions through mixed photography, textures, hand-drawn elements and a subtle use of color.
A slightly warm grade on the photography creates a welcoming and optimistic feeling. When combined with handwritten notes, scribbles and the paper texture, this gives the brand an approachable human touch. To ensure the visuals stay clean and stylish we use an editorial-inspired grid system with ample white space around the photography.







Choose to Move
adidas / Studio A
Main Role: Senior Lead Designer
About: This always-on campaign aims to inspire new people to start sport with adidas, and to re-activate those that have lapsed, into starting sports again. We gathered current consumer insights into the barriers that prevent people being active in sports, and what motivates them to overcome barriers and get started. Using these insights, we created relevant and engaging storytelling around a creative concept that encourages people to start something new.
Team: Michelle van Kempen, Hanna Gawlik, Charlotte Newbold, Kristina Koutsman

We recognise it isn’t easy to change habits and start moving more. So, we remind people why it’s worth it and why it’s important. We show how starting a sport can be less intimidating and easier than they think, and how getting the right products can really help. We do this in a relevant and relatable a way. By sharing real stories, not from aspirational athletes, but from six beginners with honest, inspiring stories to tell, that people can identify with.
We want our audience to feel motivated, by the talent they see in this campaign, so we found a diverse mix of real beginners with inspiring stories of why they started running, training or practicing yoga and how it has benefited them. We invited them to share their experiences, their workouts and to explain what essential products they use, to help motivate others and create genuinely relatable and approachable content.








Website Rebrand
Fastned / Extra Electric
Main Role: Senior Lead Designer
About: Collaborating with Leading European fast-charging company Fastned and their in-house creative team, we transformed Fastned’s bright new brand identity into a commercial website serving multiple audiences. We developed existing design elements, including illustrations and animations, into an award-winning website experience that captures the optimistic and joyful spirit of the Fastned brand.
Team: Fastned – Dana Buena, Billy Osborne, Liam Hermans, Florian Schmetz, Roderick van Ravenhorst, Lieke Duijmelings ; Elza Kārkliņa (Overpriced) & DEPT







