Master Classes with Danny Kreeft

Brands as Ecosystems | May 3, 2022 | 5:30 pm

The holistic nature of what constitutes a brand can be seen as a biological ecosystem. A multichannel network of connections and interactions. A simultaneous presence on various platforms, to create a consistent experience across touchpoints, applications, and devices, with interconnecting narratives and messages that move from one tool to another.

Brands and Stories | May 19, 2022 | 5:30 pm

We have been telling stories for centuries. We find it easier to remember information that is structured by means of a causal connection. Companies tell us their “brand story”. Unlike books with lineair plots, brand stories evolve over time and are (visually) expressed through many channels. Wherever people encounter a piece of the narrative they should be able to enter the story’s flow and experience the brand through it.

Danny Kreeft

Danny Kreeft (1971) graduated in graphic design in 1998 at the Willem de Kooning Academy in Rotterdam, the Netherlands.
Before striking out on his own in 2007 as Kreeft, he “apprenticed” at renowned design agencies including Studio Dumbar, where during his time he gained experience on visual identities of large dutch corporations such as: Royal Dutch Post (TPG Post), Royal Dutch Telecom (KPN) company, Randstad, ING Bank as well as international clients.

Since the start of his career Danny Kreeft has completed visual identities for a wide range of clients, national and international, both big and small, within the commercial sector, non-profit and the public domain. His portfolio includes clients such as: Allianz, Shell, Nokia, Randstad, TNT, TPG Post, KPN, Wolters Kluwer, ING, Antalis, AG2R La Mondiale, RATP, Open Loop New York, Thello, Eiffage, Nikon, Trenitalia, City of Unjeong, Woongjin, Olympics Beijing 2008, World Expo Shanghai 2010, Van Gogh Museum, Rijksmuseum, Manifesta, University of Amsterdam, City of Rotterdam, EYE filmmuseum, Schiphol airport. He also teamed up with some of the leading creative agencies in the Netherlands such as: Koeweiden Postma, Total Identity, Dietwee, Fabrique, Eden Spiekermann, Interbrand and Studio Dumbar to collaborate on projects.

His work has been nominated and selected for prestigious and international design awards including: Dutch Design Award (2003, 2006). Red Dot Award (Gold 2012) European Design Award (Gold 2011) Icona D’Or (2011). Nominated D&AD Awards (2003, 2004) Nominated Dutch Art Director Club Netherlands 2004. His work took also part in dutch and international exhibitions at a.o. Affiche Festival Chaumont and has been published in several newspapers, books and magazines.

In addition to his practice Danny has been teaching graphic design and branding at the Willem de Kooning Academy Rotterdam (NL) from 2004 – 2016. Since 2014 he teaches comunicazione d’impresa at ISIA Urbino (IT).

Kreeft is a design studio specializing in brand identity design. Kreeft develops brand experiences, creatively-led strategies, and visual identities, offering both design and design consultancy.

The Master Classes Project “Massive Design Changes: the evolution of Design practices – the Masters’ standpoint”

Discover more about the Master Classes Project managed by POLI.design that sees the participation of exceptional guests who will offer a reflection on the contribution that the Design Culture can provide to face the macro changes, fast and often unpredictable and transversal, that we will all have to go through.