Work & Activities
2000 — present 

A selection of projects to give you an impression of our daily pleasures.

Frans Hals Museum

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Bridging Centuries of Art

Branding | Wayfinding

The Frans Hals Museum is a treasure trove of art, seamlessly blending the past with the present. Renowned worldwide, the museum celebrates the legacy of painter Frans Hals, while showcasing an eclectic mix of 17th-century masterpieces and contemporary creations across various media. With two stunning locations in Haarlem, the Frans Hals Museum is a must-visit destination for art lovers.

To connect with a broader, younger audience and embrace art in all its forms, the museum embarked on a transformation. While the picturesque settings with original interiors exude charm, their traditional feel posed a challenge in reaching new visitors. 

The iconic H
We created a striking and versatile brand identity that redefines how the museum communicates its rich history and modern relevance. At the core of this redesign is the iconic "H". The bold rounded letter acts as a strong identifier with a nod to the museum’s namesake, the town and the locations Hof and Hal in the heart of Haarlem, and the shape of the courtyard. The H is our window to the arts. A frame to focus on the intricate details of the artworks.

Holistic transformation
The museum's evolution extended beyond branding. Collaborating with Claessens Erdmann and Lies Willers, we reimagined the entrance, foyer, and shop, aligning the new identity with the interior design and exhibition spaces.

From designing wayfinding systems and artist information displays to crafting multi-channel campaigns, every touchpoint was thoughtfully tailored to enhance the visitor experience and reflect the museum’s vibrant personality.

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franshalsmuseum.nl

In close collaboration with Lies Willers, interior architect
Interior design and photography by Claessens Erdmann
Elaboration of the brand in various media by Arnold Massar
Interior photography by Wouter van der Sar

Marlies Dekkers ‘01

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Feminin power through seductive beauty

Brand Portfolio | Brand Identity | Concepts | Touch Points

Marlies Dekkers, a trailblazing Dutch pioneer in lingerie design, has revolutionized the world of lingerie with her meticulous attention to detail and bold, innovative designs. Renowned for their striking aesthetic, her creations have garnered international acclaim. With a presence in over 500 retail outlets across Europe, the United States, and Asia, including 10 Marlies Dekkers Stores, her brand had achieved global recognition in the early 2000’s.

Brand portfolio strategy
Transitioning to the name 'Marlies Dekkers' marked the beginning of a new era for the fashion brand. This strategic move facilitated expansion, leading to the introduction of distinct labels such as 'Undressed’, 'Sundressed’, and 'Nightdressed’, offering a diverse range of products, including bikinis, swimsuits, sunglasses, nightdresses and men's underwear. 

Brand design
Marlies Dekkers' bold and provocative designs are a reflection of her upbringing in the Catholic south of The Netherlands. This rebellious spirit is epitomized in the brand's iconic cross-shaped logo. Complementing the logo is a visual language that hints at concealed body shapes, evoking feelings of excitement, curiosity, and seduction.

In those early years, we developed many exciting concepts, including one of the first dating-apps where one could anonymously drop an erotic fantasy and connect with like minded people, an erotic peepshow where one could take a peak at the newest lingerie and spice it up by paying more, and provocative shop windows and retail concepts.

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marliesdekkers.com

Photography by Carin Verbruggen

Marlies Dekkers ‘11

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Brand Evolution

Team Lead & Art Direction (at Marlies Dekkers Studio)

As Marlies Dekkers blossomed into a global fashion powerhouse, it was time to embark on a fresh journey of brand repositioning and portfolio redesign. A decade since its inception, the brand has flourished, prompting a strategic review of its offerings.

Portfolio Evolution
The first step involved the bifurcation of the former lingerie label, 'Marlies Dekkers Undressed’, into two distinct entities: ‘Marlies Dekkers’, showcasing two new collections of lingerie and swimwear every year, and ‘Undressed by Marlies Dekkers’, keeping the iconic past collections alive and appealing a younger audience.

Twice a year a new collection identity
The designer label ‘Marlies Dekkers’ unveils two collections annually, each brimming with innovative designs and captivating themes. Maintaining its high-end status, the brand's core identity remains intact but undergoes thematic transformations with each collection. Enhanced logos, vibrant hues, and bespoke typography seamlessly integrate with each theme, infusing a fresh aesthetic into every iteration.

Luxurious packaging, premium materials, both in print and digital magazines, and a host of other offerings elevate the brand's prestige.

Each collection boasts a distinct look and feel, drawing inspiration from diverse sources like The Muse, The Far East, Cool Scandinavia, and Africa. Despite the diverse themes, a robust grid and workflow ensure consistency and coherence across all brand touchpoints.

Art Direction
As team lead and art director at MD Communication & Design, my role involved conceptualizing ideas, while our in-house design team brought these concepts to life. The result? A myriad of materials, including lookbooks, retail environments, webshops, magazines, and packaging, all contributing to the brand's immersive and enchanting world.

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marliesdekkers.com

Created at Marlies Dekkers
Designs by Yvo de Ruiter & MD Studio
Photography copyrights Marlies Dekkers