∘ Insights

Digital illustration by artist <n>kayla</n> featuring a quote by <n>John Wooden</n>.

# Bureaus zouden veel zuiniger moeten omgaan met de kunst om een scherpe merkstrategie en een impactvol idee te ontwikkelen en uit te voeren met het oog op de langere termijn. Bureaus zouden zich moeten focussen op het vakmanschap van creëren. Dat vertegenwoordigt werkelijke waarde.

# His body of work is permeated by a strong emphasis on visual rhythm, space and tension in attempt to create for the senses beyond the immediate perception. As an educator, Bruno advocates using design as a tool for dialoguing with society, training designers to understand the power of their voices. Preparing them to examine the medium with a critical eye while producing work with intention.

the most beautiful and successful designs emerge from this combination of technical precision and deep human insight into how products fit into people's lives and evoke emotional responses.

“Senses beyond the immediate perception” could refer to deeper, more abstract ways of experiencing art and design—those that go beyond just sight and touch. Here are a few possible interpretations:

1\. **Emotional Response** – The ability of a design to evoke feelings like nostalgia, excitement, or tranquility.

2\. **Psychological Impact** – How elements like rhythm, space, and tension create subconscious effects, such as a sense of unease or harmony.

3\. **Spatial Awareness** – A design might guide the viewer’s eye or create a sense of movement that isn’t physically there.

4\. **Synesthesia-Like Effects** – Some compositions may trigger associations with other senses, like hearing or movement, even if they are purely visual.

5\. **Intuition & Atmosphere** – The overall “vibe” or mood that a piece creates, beyond what is immediately seen.

It sounds like the artist aims to engage viewers on a deeper, more immersive level—beyond just looking at something visually pleasing.

Design isn’t just surface — it’s the structure, form, the system, and the fabric of our environment. It touches everything and has the power to improve almost anything, including the designer.



What we do is messy and complex. You have to kill self-doubt, fight uncertainty, find comfort in the unknown, and sift through bad ideas to unearth the gems.
Partner with like-minded collaborators who don’t commoditise creativity.



Find those driven by invention, distinction, mutual trust, and respect for the process.
It’s no secret — great work attracts more great work. The flip side? Once you create bad work, you attract more of the same.



We’re not here to blend in or follow a rulebook. Playing it safe? That’s where creativity goes to die.
There’s no such thing as the “best agency” or “number one.” Rockstars and ninjas aren’t real — and neither is the idea that creativity can be ranked. All the titles in the world mean nothing if the work is dull.



Beware the vortex of endless streams, the echo chambers, and the sea of sameness. Resist fleeting trends, entrenched opinions, and the negativity that stifles ideas.



Be unapologetically you — not a plastic version of someone else.
Design for what people do, not just what they say.



Design should do something, not just look good on a mood board.
Design for someone, not just everyone. Respect who they are, and don’t dumb it down.



Crush data into human expression.
Harness technology — don’t let it drive you.
Use your taste and know what excellence looks like.



Commit fully to the effort and obsess over the details. That’s where design truly comes to life. Stay true to yourself.



Find a way of working that suits your strengths, and collaborate with people who inspire you and help you grow.



Don’t settle for any single approach to creativity; only you truly understand what works best for you. Seek that out, and you’ll build a more fulfilling career.
It’s not just a ‘nice to have’ — great creativity adds value faster than almost anything else.



It far outpaces its own cost.
Function matters, but we crave creativity that surprises, is idiosyncratic, challenges perspectives, sparks conversations and shows someone truly cares about what they’re making.



To express creativity in new ways, you need an appetite for risk. Don’t fear failure — shape it as an opportunity to learn and grow.

the more AI will take over, the more people will crave human connection.

Personal brands will thrive in the future.

Your story. Your insights. Your experience.

# every great intellectual breakthrough started as a gut feeling

Besides the parasitic methods by which AI ‘art’ became a thing, it misses the fundamental point of art being a form of expression, not an output.



“Anything that teaches you to cut corners in the name of efficiency is not art. Anything that prioritizes speed and replication over care and consideration is not art. Anything that rides roughshod over years of trial-and-error and centuries of collective experimentation is not art.

Today’s consumers see brands as corporations with responsibilities, and the brands that are loved are those who successfully facilitate connection—in varying capacities—between their customers.

# By prioritizing guest needs and thoughtfully integrating technology, hotels can not only improve their service offerings but also strengthen their brand and create more memorable experiences, leading to stronger guest loyalty and a competitive edge in a crowded market.

# AI won't replace humans — but humans with AI will replace humans without AI.

Strong brands don’t just compete—they dominate. They protect market share, command premium prices, and build loyalty. This isn’t an optional flex—it’s the foundation for long-term success.

Digital innovation isn’t a choice for luxury brands—despite any with decades of prestige—it’s an essential factor when considering opportunities to scale, stay relevant with future generations, and maintain exclusivity.

# You could almost feel the products as you are experiencing this website.

# Turning data into meaningful stories. (Gen ai)

**Do your customers crave the physical touch experience? High-fidelity 3D interaction might bridge this gap.**

# Attention to detail in design (particularly branding) is a subliminal signal to consumers. It makes them think: “If there is such great attention paid here, the product must have these qualities too.”

# In the digital age, the brands that will thrive are those that use technology not as a shortcut but as a tool for deeper engagement, richer storytelling and emotional connection.

HOPE

I got up early to walk to work today. The sun was up early, too.

And as I walked, over 20 fearful, worried, text messages came in from friends and my family.

So today seems to be a good day to talk about hope.

Not the fluffy, wishy-washy, New Age, Emily Dickinson kind of hope, “that thing with feathers…”

No.

I mean the writer Rebecca Solnit‘s kind of hope: that thing with teeth.

Because hope is dangerous. It is the opposite of fear.

It is the act to make a bet on tomorrow.

It is to make a bet on the possibility that even a broken heart with an open mind is better than a surrender to despair.

I say all this because, as Rebecca explains, hope is not “like a lottery ticket you can sit on the sofa and clutch, feeling lucky.”

She continues.

“It is an axe you break down doors with in an emergency. Hope should shove you out the door, because it will take everything you have to steer the future away from endless war, from the annihilation of the earth's treasures and the grinding down of the poor and marginal...

To hope is to give yourself to the future - and that commitment to the future is what makes the present inhabitable.”

In fact, design itself - what I do with my colleagues every day - is not even possible without many forms of (even insanely irrational) hope.

Hope is never passive. It is always confrontational. Nick Cave calls it “the warriors tool.” It lays waste to cynicism.

And hope now calls for us.

Because, unless we believe tomorrow can be better, it’s unlikely that we will take the actions for making it so.

I assume there is a preference for freedom.

I assume there is a preference for liberty.

I assume there are many ways to shape the future for the better. But that’s my assumption. My choice.

That choice is up to you now, too.

And I hope you can join me here. We’ve got work to do.

And if someone now says to us “but hope is not a strategy.”

We’ll just say, “we agree.”

Hope is an axe.

The most beautiful designs aren't just visually pleasing - they create moments of delight through the perfect marriage of form and function.