New work / New client

Designtree helps win pitch AVROTROS Klassiek


AVROTROS Klassiek presenteert! is an initiative of AVROTROS with the aim to help boost the professional career of young classical music talents. Designtree was invited by Bindinc. to come up with an idea to help promote this initiative. The concept we created, helped win the pitch.

The result is a fresh looking booklet with high-end photography, a soft tone color palette and inviting typography. The booklet shares interviews, background stories, tips and special offers. The first edition was published in July 2018 and features Dutch classical violinist Niek Baar. The booklet is handed out exclusively to new members of AVROTROS Klassiek. We are currently working on the second edition which will be launched November 2018.

Project leader Marjolein Lever (AVROTROS)
Editor-in-Chief Saskia de Jong (Bindinc.)
Concept and art direction Designtree / Dorien Franken
Photography Niek Baar Malou van Breevoort
Styling Luz David von Franquemont 




The Folks of Amsterdam celebrates its one year anniversary

The Folks Magazine turned 1 on June 21st. What an adventure it’s been. What started as a dream to launch my own magazine, turned in to a real product that embraces my wildest expectations. With the help and hard work of jerome de Lint, Siji Jabbar and Paul Roest the magazine came to life. I'm so proud of that. We've grown and become a brand and at the same time we are still learning and exploring, trying to take the next step which is funding. Thanks for all the support, lovely comments and conversations. Thank you, writers, storytellers, partners, friends and of course our Folks. Here’s looking at you. 

New Work

Redesign Veronica Magazine

Veronica Magazine is a weekly entertainment magazine. Designtree was asked to redesign it. We created a simple yet effective set of articles, lay-outs and grids that would keep the entertainment look and feel, but help readers navigate through the magazine better.   

Client: Veronica Uitgeverij BV
Job: Redesign
Realisation: 2018



The Folks Talks | Art & Copyright

On January 30th we launched the first (and sold out) edition of The Folks Talks, a talk show where creative folks meet and great, share and learn. The topic was Art & Copyright. Artistic Director of UNSEEN, Emilia van Lynden and lawyer Aernoud Bourdrez talked about trends, techniques, and the role of conflict within the art industry. For all of you who missed it, here's the aftermovie. Enjoy! 

Great evening, fantastic speakers, unbelievable location. Something for everyone to see and come visit.
— Visitor
“It’s like Hannibal Smith already said: I love it when a plan comes together. With Folks, everything comes together: beautiful design, fantastic content and inspiring people.
— Aernoud Bourdrez, Lawyer
The talks were beautiful but the view is amazing as well, so the combination of the two makes it a wonderful night.
— Norbert Ter Hall, Film Director

Press release

Launch of The Folks Talks

We are proud to announce the launch of The Folks Talks, a new quartery talk show where creative folks meet, greet, share and learn. The first edition of The Folks Talks will be held at A’DAM&Co., the private member's club on the 18th floor of the landmark building and the recent winner of ‘Best Europe Bar’ at the Restaurant & Bar Design Awards 2017.  

The Folks Talks is part of The Folks Magazine, an independent magazine that launched in June 2017 and that shares in-depth interviews, short videos and talks with the creative industry of Amsterdam.

A perfect match
The idea for the collaboration was initiated by Hans Brouwer, owner of MassiveMusicand co-founder of the A'DAM Toren. "The Folks Magazine’s press release mentioned The Folks Talks, so I contacted Dorien Franken (its founder) and offered to host the event at our private members’ club A'DAM&Co., which is a community and social club for people in the creative fields. A perfect match." A'DAM&Co. offers a variety of events to its members but will augment this with the launch of The Folks Talks

Creative at heart 
The goal of the collaboration is to support creativity, grow the city's creative network and offer an exciting programme both to interviewed Folks and to members of A'DAM&Co. Franken: "In sharing stories, insights, experiences and wisdom, everybody wins. The Talks are all about creating opportunities and helping people connect.”

Frequency and entrance
The Folks Talks will be held quarterly, with each talk featuring two keynote speakers. Themes will include Sustainability & Innovation, Art & Copyright, Product Design, Adventure & Travel and Branding & Advertising. 

Admission to The Folks Talks is free to all A’DAM&Co. members. Non-members can buy tickets via The Folks Magazine (€ 12,50 per ticket, which includes one drink). Each talk is limited to 25 non-member tickets. Franken: "A’DAM&Co. is and remains a members’ club. But we think it's important to give non-members a chance to attend; and now they can.”

The first talk will be on Tuesday January 30, and address the question: Art & Copyright. The speakers are Emily van Lynden, creative director of UNSEEN, and lawyer and art collector Aernoud Bourdrez. 

Note for the editor: For any questions about The Folks Talks please contact:

The Folks Magazine
Dorien Franken, Founder

Amber Steenbergen, managing director

Yet another new adventure

Added Value company

Besides running The Folks Magazine, I've had the pleasure of working with Editor-in-Chief Marije Tolsma-Groen on creating a diversity magazine called Added Value. The magazine was originally designed for NN Investment Partners who want to raise awareness on this important subject. 

Looking at the positive reactions we received on the first two issues - not only from the internal audience but also from outside - there seems to be a broader demand. This is why we now decided to make the magazine concept available to other companies who are trying to become more diverse.

I'm so excited to share with you the news that Marije and I will become business partners in this new adventure called Added Value. 

Check out our website or email me for more information!

 Editor-in-Chief Marije Tolsma-Groen and Creative Director Dorien Franken. Image by   Reza Harek

Editor-in-Chief Marije Tolsma-Groen and Creative Director Dorien Franken. Image by Reza Harek


The Folks Magazine on stage

That was fun!

We had a great time talking with Onno Warns at Pakhuis de Zwijger last Tuesday. Big thanks to everyone that came to hear us talk. And thanks to Dymphie Braun and Silke Heppenhuis for organizing the event and inviting us. For more info on The Folks Magazine please visit the website or mail us at


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