Paper Trails / Stadsbehang
Two street-marketing agencies, mountains of knowledge and no real content plan. I’m turning the lot into one lean content operation, with strategy, AI-assisted production and enough human judgement to keep it interesting.
Work Tag branding
Bon Bon Vivant
Brand language for an Amsterdam chocolate start-up mixing cacao, guayusa and healthy hedonism. I helped turn a promising pile of ingredients into a story, proposition and voice people might actually crave.
The Social Hub
A year inside a fast-growing international hospitality brand, helping its many teams sound like one. Messaging, campaigns, content strategy and a lot of copy across web, app, email and social.
Landdrift
A pitch deck for an ambitious plan: live collectively on degraded farmland and give it back to nature. I helped turn a layered vision into a clear, credible story that later became the website.
Camperbaas / Firma WAUW
Tone of voice, brand bible and ongoing copy for people who turn vans and trucks into rolling spectacles. A rare client where my years of living in one actually counted as professional experience.
Avy – Drones for good
Putting a madly ambitious aviation story into words: drones that carry medicine, support first responders and might just save lives. First for investors, then for the rest of the world.
Lovibond Drinks
A conversation that started over mezcal in Mexico eventually became a website job in Amsterdam. I helped Lovibond tell the story behind its alternative drinks business, with considerably fewer shots involved.
BUNK Hotels
Website and recruitment copy for two churches becoming hotels before anyone had slept there. The challenge: sell the experience while the experience was still largely scaffolding, dust and a very convincing idea.
Corona Sunsets
Strategy, concepts and copy for Corona’s global move from ‘beer on the beach’ to ‘beer at sunset’. One simple ritual grew into an experiential platform rolled out across markets worldwide.
This Is Holland
Brand bible and Dutch web copy for a one-hour flight over the Netherlands without leaving Amsterdam. Also responsible for their tagline ‘Nederland in Vogelvlucht’ and naming their newsletter ‘Luchtpost’.