For the l
ve
OF 
RANDs
Passion for brand design & typography
Hello, I'm Lennart
branding & design guru
As a young boy I already had a passion to create, draw, design things. From self made posters to my own brandmark. After my education at the Graphic School Amsterdam, I followed further studies at the Academy for Art Direction & Design. Afterwards I worked at various agencies as an Art- and Creative Director. In recent years I have taken my passion to build brands and make brands stronger.
The details
are not the details.
They make the design.
The Process
Creating a strong Brand.
Concept
Coming up with a name is closely linked to the mission, vision and core values because it reflects the identity of an entity. A well-thought-out name reinforce its goals.
Logo
A well-thought-out logo in various dimensions is essential because it is the visual representation of a brand, making it instantly recognizable for the audience.
Fonts & colors
The right font and use of colors are essential for a company because they establish the tone of voice of the brand and evoke emotions in the audience.
Brand guide
Consistently implementing the logo in various communications strengthens the brand identity and increases recognisability among the public.
from sketch to brand
Watch this short stop-motion of the fases in logo design.
ab
ut me
35 years
of
experience
Experienced across mid-sized and established corporates, I add value, insight, and energy to any creative team. Collaboration and sharing knowledge drive me every day.
out of the
box
ideas
My creativity never rests. I absorb ideas during the day, process them in my sleep, and bring them to life the next morning. Creativity is a 24/7 state of mind for me.
strive for
perfection
I have worked with the duckbill pen (please google). Perfection has been always been there. Every line, vectorpoint or pixel has to fit perfectly like a puzzle.
Made with passin
n’t be afraidExperience
SWAT
After years of working for all kinds of agencies, I had created my own working methods and ideas and felt that I had to put them into practice. Together with a companion, we started SWAT, Strategy, Branding and Design. Two young dogs in an attic room. Ultimately, we were able to serve great clients: RTL Nederland, Unique Uitzendbureau, Vereniging Eigen Huis and many others.
Sixtyseven
Art Director at M&M Communication Group (now Sixtyseven). Rediscovering my true passion: creating brands. The translation of the briefing into a successful presentation of a new identity gave me a boost to further develop myself in this area. Logo designs for Crown van Gelder (Second largest paper factory in the Netherlands) and Housing Association Pré Wonen are on my list of achievements.
Endemol interactive
As the internet took off, EGD decided to set up a separate internet branch: Endemol Interactive. Big Brother was hot and happening, and internet voting was on the doorstep. I decided to join Endemol Interactive to develop myself in the online field. As an UX designer we worked on several media portals.
Endemol design Group
After 1,5 year Curaçao and Aruba I returned to the Netherlands and found me a job at Endemol Design Group (EDG). Pitching a winning concept of a storyboard for Chicago the Musical, in front of Joop van der Ende (Media giant) was one of my great achievements. I created several Brand Identities for Musicals such as Chicago, Saturday Night Fever and 42nd Street.
Cream Curaçao
As a junior Art director, I found my perfect job. In the Caribbean, with clients such as Amstel Beer, Beatrix Airport, I worked with my Senior Art Director on Major projects for the Island.
Amstel Advertising
As I was promoted to Graphic Designer, I created my first concepts and pitching these to key accounts. Internet came up, diving into the bits and bytes.
HCI reclame
My first job as a junior designer. In a small team, I worked on primarily the automotive sector. A-point (Amsterdam) was my key-account. Design of Magazines (SKODA), mailings (Annual Zalm party) and brochures.
Services
Strategy • Concepts • Storyboards • Branding • Logo design • Web design • Creative design • Stationary • UX design • Print • advertising • Signing • Packaging • WordPress • Hosting • microsoft 365
Get in cntact
Different ways to communicate with me.
