Smint
Art Direction - DotControl
My role - Lead visual, UX and motion designer
Brief
Generation-Z campaign that boosts confidence
Concept
WordSmint - After fresh breath, follows fresh words.


Smint is a Dutch peppermint brand that boosts confidence. Inspired by the Dutch wordsmiths in the music scene and by the generation Z’s savvy-ness, the concept of WordSmint was born. An AI app that rates your signing and word choice real time, followed by feedback based on sentiment and an unique generated artist’s name cover.

Working on this project from pitch to campaign launch was quite a journey. On one side there was the campaign and art direction team that collaborated with the artists and producers, on the other side was design and tech pushing boundaries. UI-less UX combined with back-end magic resulted in a fun and delightful app that brings a surprise and hopefully a smile every time it’s used.


DotControl &
RockBoost
Art Direction - DotControl
Lead visual designer
branding & execution - Me
Brief
Rebrand two visually very distant looking agencies into one family.
New brand values
Funky, Driven, Powerful & Mischievous
Rebranding means a fresh start. A fresh breath, time for reflection & strategic moves. While working at Dotcontrol I was the main responsible for the visual style and the story of the two brands, now visually united into one family. Some things needed more funk, others more visual power, third were very unclear in the first place. One of the most asked questions? "What color pink are we actually using?" It's different every time one spots it. So more clarity on the new brand guidelines? Check! At the end, rebranding starts from within. If my colleagues can't embrace and carry the new story, is it even worth it? How do you explain the new branding in 5 minutes to anyone of your 70 colleagues, not matter how design savvy they are?
Think balls, act brains
What? Well.. the thinkers and the doers in a healthy mix. Meet the two new typefaces – Galano Grotesque a.k.a the Balls. Very geometric, all sharp but round, soft but bold. The doer. The balls. The perfect match with the two new logos. Paired with Newzald, the witty sheriff in charge of authority and explaining more in depth. Okay... but how about the issue with the colors mentioned before? Those were narrowed down to matte black, white & the now legendary #FF2345. This shade of pink doesn't even need a name. It's the interaction color, counting up to remind you it's time for action.

