Touch base with Niels Ploeg, a Senior Graphic Designer on the FutureBrand UXUS team in our latest Q&A, where we talk about design philosophies, how to tap into human emotion through the creative process and we reveal Niels favourite FutureBrand UXUS project to date.

Q: At FutureBrand UXUS you build brands built on emotions. How do you tap into human emotion?

Niels: Emotion is the driving force behind what makes us tick. By leveraging the power of evocative storytelling, we can create deeper, authentic connections between the brand and its audience. The use of the right colors, imagery and typography can create a sense of place and evoke a feeling of belonging.

I just finished some artworks for an Italian restaurant's new visual identity. There is emotional power in the way colors evoke the vibrant and intense flavours of Italian cuisine, how imagery immerses you in an outdoor dinner with family under the Tuscany sun, and how typography connects the old and the new.

Q: Are there any design philosophies that guide your creative process?

Niels: Less is more. Simple and intuitive :)

Q: What is your favourite piece of FutureBrand UXUS work you've been involved in?

Niels: Creating the new brand fundamentals for the Amsterdam Dinner Foundation. At FutureBrand UXUS we work with very big and international clients, so the Amsterdam Dinner Foundation (as a small local nonprofit) provided a fresh, unique opportunity. 

The Amsterdam Dinner Foundation supports HIV and AIDS related projects by raising money and awareness at a yearly dinner event. Working with ADF to build their brand has been very meaningful to me and gave me a great sense of fulfilment, knowing I am helping them to make the world a better place. Hearing students say when applying for an internship at FutureBrand UXUS that The Amsterdam Dinner Foundation was what inspired them to do so truly warms my heart.

Q: On a personal level, what is the most rewarding part of being part of the creative process?

Niels: Creating! Coming up with a narrative and concept to start sketching into. There is nothing more satisfying and rewarding than creating something that feels authentic and aligned with the brand’s values and aspirations and see that come to life by color, imagery, typography and layout.

Q: What is the most meaningful piece of advice you've received during your career?

Niels: Don’t take everything so seriously. At the start of your career it is easy to get carried away by being overly ambitious and the constant pressure to perform because of the achievement-oriented society we live in. Which is a shame, because creativity doesn’t necessarily thrive under pressure. It is okay to make mistakes, a must even. It is the only way to learn and grow.

About Niels

Niels, a Senior Graphic Designer at FutureBrand UXUS, has over seven years of experience working on both 2D and 3D design. Working across multiple leading brands such as Bentley Motors, P&G, Greene King and WSAudiology/HEAR USA, he combines conceptual thinking and interdisciplinary exploration with strong technical design skills. Before FutureBrand UXUS, Niels was part of the team that designed the new Eindhoven Airport terminal in The Netherlands.

Niels completed his Hyper Island' postgraduate program in Experience Design, giving him a strong feel for translating brand beliefs into tangible consumer experiences, seen in all his work at FutureBrand UXUS.