Volkskrant Magazine

The great people of Volkskrant Magazine wrote an item on The Folks Magazine in the DESIGN issue. Thank you CoverJunkie (Jaap Biemans) and Corinne van Duin, for doing this. We're so happy with it. - Team Folks Magazine

New Work

Added Value Edition 2

Some clients just are the best. Not only because I get to create something that is close to my heart, but also because it involves great teamwork. So here it is: the second issue of Added Value, a magazine designed for the wonderful folks of NN Investment Partners. It shares insights, stories and facts on gender diversity on the workfloor. A big thank you to everyone who contributed. 



Interview Adformatie

Three Creatives Launch New Magazine

We were interviewed by Adformatie. Read the interview here.

Three creatives launch new magazine

The Folks Magazine 

After many months of hard work and with the help of photographer Jerome de Lint and Britisch writer Siji Jabbar, we launched our very own magzine: The Folks of Amsterdam. The Folks is an independent magazine that shares in-depth stories of today's creative and adventurous folks of Amsterdam.

The Folks Magazine writes about people. It is devoted entirely to long-form, human-centred stories and short videos, or as our mission statement declares: ‘We don’t write about trends, it-things, seasonal must-haves, wardrobe issues, losing weight, top five restaurants, marital problems or politics. We write about people.'

"By focussing on what's real and daring people to reveal something of themselves, we're hoping people will be inspired and feel more connected."

Each interviews is about the internal dialogue of a person more than their external markers of success. Success is often the closing chapter of an individual's professional story. The Folks Magazine in interested in the beginning and the middle chapters of someone's journey, because this is often where people struggle, learn and grow. This is why the magazine's strapline says: 'From their failures to their glories, we share their stories.'


The magazine is ad-free and comes with no hidden subscriptions. Besides offering brands a way to connect with their audience through storytelling, The Folks Magazine exists to inspire. 'It would be awesome if someone living in Berlin, London or any other city and is thinking about starting a project but hesitates due to uncertainty, stumbles on our magazine, finds a story that resonates with them and goes: "I can do this too!" 

Besides online interviews and video, the magazine will create a print version and set up The Folks Talks: events where people can gather to share, learn and grow. The team will also seek an investor that
shares the magazine's values. 

Follow The Folks of Amsterdam on Instagram, Facebook or Twitter or subscribe to the newsletter and never miss a thing. For more info or collaborations please contact me at 


A Newspaper about gender diversity

Added Value

Designtree was happy to create a newspaper for NN Investment Partners to inspire collegues about the added value of diversity in the workplace.

The initial request for a glossy magazine got turned into a newspaper instead, on Designtree's advice as the publication is distributed within NN Investment Partners worldwide, where a newspaper feels as the most logical media type.

The newspaper features an interview with Petra Stienen (writer, politician, spokes woman), an inspiring story with hockey coach Max Caldas, it reveals facts & figures and has a column of Valentijn van Nieuwenhuijzen and was distributed on March 8, 2017, during International Women's Day.

Identity design

PLTS: High Intensity Pilates & Barre

Designtree was asked by entrepeneur Renée Vervoorn (Cleanmeals), to help her design an identity for a new sports concept. PLTS is a boutique gym in Amsterdam offering full body reformer pilates and barre routines. Designtree designed the logo and identity and created the concept for the website. I also set up a small brand manual which is used throughout all communications. PLTS launched in February 2017.

Happy New Year

Let's grow new ideas in 2017

Designtree wishes you a wonderful, magical 2017 with many thanks to all our dear friends and clients for which we had the pleasure or growing ideas in 2016 and will continu to do so this year.

Oxfam Novib Redesign

Close Up Magazine 2.0.

For years Designtree is responsible for the design of Oxfam Novib's magazine Close Up that updates contributors about achieved goals, current campaigns, activities and more. Designtree works closely with Bindinc on this project. Last April Bindinc asked me to redesign the magazine. Oxfam Novib had communicated that the current layout wasn't strong enough to inform their contributors the way they wanted. The approach should be more traditional, less conceptual.

The brief: Create a more traditional cover design, add four pages with new content, keep the existing layout of articles, use only the corporate fonts, colour- and pattern pallet.

- Some first sketches - 

Above a preview of the first sketches. None of them really work, as you can see. The first one is too corporate, more suitable for a brochure or financial report. The second one has potential but already looks a bit busy with the background image and cover lines which don't come out well. The third one feels heavy and out-dated. We did not show these designs to the client.  

- Final sketches -

The second round of design came up with something that did work. The masthead is centered, a white line is put around the image giving it some air, there is space for a big theme coverline and two or three additional lines. The 'balloon' reflects a personal quote belonging to the person in the cover image. Designtree created six covers to show the potential of the design. 

- The total flatplan -

In addition to the new cover and with the content provided by Bindinc for the added pages, Designtree set up a flow to show the client that the new cover, the added pages and made changes, contribute to the existing layout in a positive way.  

- Before and after -

The final result is shown here. The client is pleased, as is Bindinc. I believe it is an upgrade for the magazine. If you have any remarks, questions or comments, please share them. I'm exited to hear from you. All images © Oxfam Novib.