My three-rule guidebook to good strategic design:

1. Celebrate the unique. People relate to brands as they do to individuals. Understanding their DNA is not only capturing what they’re about, but also - and foremost - what makes them unique. If you want your brand to make a difference, focus on what sets it apart from the crowd.

2. Balance your act. Getting your message across only works with the right tone of voice. Style and substance balance one another. When you want your brand to draw both attention and interest, make sure the packaging and package are equally appealing.

3. Keep it surprisingly simple. The fewer the words one needs to describe an idea, the easier it is to remember. Concise concepts nail the essence of an idea in the collective mind. Don’t expect your brand target to recall a complex idea, but surprise them with a simple concept.

In this portfolio you will find a selection of projects in which I’ve put these three rules into practice. In most I held a large part of the design strategy and concept design. All these projects were done in close collaboration with and under strategic and creative supervision of the companies listed.

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Lately I’ve been revisiting the Twin Peaks series out of pure nostalgia. I love the godforsaken setting, the creepy context and the eccentric characters. How can one not love the pure joy in special agent Dale Cooper’s voice and facial expression when he declares his love to a “good ole’ cup of Joe”?

Despite the act there’s a great deal of universal truth in the special agent’s classic catch-phrase: the reassurance and hospitality one finds in a cup of coffee. Not only in Twin Peaks, but in our culture as well coffee has always been associated with warmth and authenticity. And it still is.

Cafe Complet wants to offer customers a quality break over quality coffee. Commissioned to do the brand design, I started investigating the elements that referenced well-known coffee brands. One key element was the color red: a trademark coffee feature evoking warmth and reassurance.

Besides the aforementioned association with hospitality and authenticity, this vibrant color offers great visibility. The blocked-out color sets the coffee bar facade apart with a contemporary touch. Bold typography references both coffee brands and vintage Belgian cafe logos.

Two months after opening shop, Cafe Complet is slowly building a loyal fan base of coffee lovers - people who value the craft of making a “good ole’ cup of Joe”.

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Bypassing the time to find a new job, freelancing is a good way to keep creative spirits high and my portfolio updated. A positive response on the latter led to a fruitful collaboration with Mojo Retail Designers, starting with a shop-in-shop concept for Ciba Vision contact lenses.

Hardly a perceptible product, information on contact lenses is key in selling the product benefits. Customers can consult a touch-screen and video, or sit down with the shop assistant in the tranquility of the lounge corner.

Ciba’s vision for a better life breaths a Zen-like quality not unlike many eastern philosophies. Clarity, tranquility and essence prevail through a combination of stark, minimal shapes with soft colors and natural materials.

Additionally Mojo has commissioned me to create concepts for several other of their clients: shop-in-shop concepts for Sony TV & home entertainment, cameras and mp3-players; new insights on the Standaard Boekhandel retail concept and an activation event for Kraft Foods. More news will follow when these projects enter their completion.

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Wherever travelers eat, drink, sup or sip, you find the industry’s premier supplier of aviation serving equipment deSter. “Shaping the future for people on the move” deSter want to enhance the travelers’ dining experience focusing on mood and style. The development of the Leonardo tray service proved this promise could even be reflected in the standard equipment.

deSter’s achievement of improving their standard equipment’s functionality and looks was not only recognized by travelers, but also celebrated by the leading lifestyle magazine of that time.

Although its functionality was still being lauded, the look of the Marco Polo standard tray service had totally become outdated, resulting in decreasing sales figures and demanding a successor that would live up to travelers expectations.

The Leonardo project brief was to improve on functionality and looks without increasing production costs. Starting from the minimum requirements of dimensions and capacity, the complete tray service was developed as a “slide puzzle” concept. All tableware was dimensioned in way that the complete assembly would remain fixed within the tray’s frame regardless the set-up.

The key element in the “slide puzzle” concept was the bumper rim. The outside rim on the tableware served a twin purpose: keeping the set-up “locked” and preventing the overhanging lids from touching each other and coming off. The design of the rim forced deSter to acquire new production techniques that they managed to implement into their existing production line-up without raising costs.

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Daz is designed to keep your whites brilliantly white, wash after wash at a great price. Clear promises and popular communication have made Daz “the soap you can believe in”. Being the number one family laundry brand in the UK, Daz wanted to celebrate the success with in a limited edition pack, (re-)claiming their whiteness throne.

This design was honored ‘Best Packaging Design’ by P&G HHC Marketing Awards 2007. The catchphrase concept has become their benchmark limited edition design and has since been applied across many other brands in the P&G portfolio.

With the intensive launch of several new product variants the public perception of Daz had moved towards an all-purpose soap powder brand, drifting away from their core business: whiteness. Daz set out to launch a strong campaign reinstating their whiteness equity, including a limited edition packaging.

Through a holistic approach the packaging referenced Daz’s widely recognized Cleaner Close TV adverts, incorporating their much beloved ‘soap’ series characters and the cheeky tone of voice. The catchphrase “I’m too sexy for my whites” ushered Daz to feature its originators in the accompanying TV advert, giving Right Said Fred an unexpected comeback and both brand and band a huge run for their money.

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“Too fluffy, passive and conservative” Such was the consumers’ painful verdict on Perdolan painkillers. Reflecting the decreasing sales figures, the sobering results of the market research were a wake-up call for Perdolan to clean up their act and their packaging design.

A brand repositioning was the only appropriate option. Perdolan was to move to a stronger and more effective image without losing their credentials as responsible developers of pharmaceuticals.

Historically the Perdolan range had always been driven by their unique proposition Compositum. Thanks to the combination of three active elements, Compositum effectively kills the pain with a smaller dosage while reducing the occurrence of side effects.

As such Perdolan Compositum had always been regarded the thinking man’s painkiller. An asset that Perdolan until then had neglected to market: responsible development and conscious use for effective and safe results - simply put “smart painkilling”.

Bright, clear and clean were the keywords for the reworked color schemes, graphics and typography. Starting from the existing pack architecture, oblique lettering and a dotted swoosh suggested an effective, controlled treatment. Lucid colors reflected the regained tranquility as a result.

Design Board worked closely together with the client from the very beginning of the repositioning exercise. Not only helped this in developing a packaging that answered the needs of the consumers, it built the credentials of Design Board as a true brand design agency and strengthened the business relationship with Janssen-Cilag.

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Knorr, the largest Unilever brand, believes in the importance of good food, any day, any time. There’s no reason why everyday meals can’t be just as magical as special occasions. Knorr’s new sauce packagings prove that taste and health can go hand in hand with convenience.

With private label competition growing Knorr wanted to rework the packaging of their liquid and dry sauces in line with their new Chefmanship philosophy. Building the taste and natural ingredient credentials would help to increase the penetration of both liquid and dry sauces on the Belgian market. The new liquid sauces range would be simultaneously introduced in the Dutch market and extended with new varieties.

Two elements were key in increasing the taste credentials of the pack design: the sauce and the end result - a magical Sunday dinner. Together with the photographer and food stylist we made sure every ingredient would boost consumers’ appetite, and the complete dish looked nothing less than mouth-watering.

And of course healthy: no excessive sauce and sufficient crispy fresh vegetables on the side. Additionally the existing red background made way for a lively green. To improve differentiation between liquid and dry sauces the ranges got varying yellow and red variety banners.

Thanks to an appropriate point of view on the brand values, a praised creative solution and a timely and efficient project management Design Board landed a preferred supplier contract with Unilever and boosted its business relationship to a European level.

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Role

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Creative and strategic management store concept.Concept and interior design.Creative management lighting and technical drawings.

Mo Ka

2008

Frame Powershop 2

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Role

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Creative and strategic management store concept.Concept and interior design.Creative management lighting and technical drawings.

Mo Ka

2008

Frame Powershop 2

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Opening shop in an old mansion was the perfect solution to sell home entertainment. Where else could this be better experienced than in a place that actually feels like home? Much of the original elements were deliberately incorporated into the interior concept to create an authentic living space: the open fire was turned into a digital billboard, yellow lightning emphasized the original ceiling decoration.

Telenet sell entertainment, not technology. While the latter only serves a means to an end, the true need is the emotional benefit. This distinctive brand promise identifies Telenet within a rather undifferentiated telecommunications market, and needed to be tangibly present in their first ever concept store.

Clever use of natural materials enabled us to preserve the homey feel without compromising on the maintenance needs of public spaces. Dark rectangular tiles laid in a typical parquet pattern ensured convenient cleaning. Plant walls with integrated irrigation systems provided hassle-free keeping.

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The elongated store space was divided into two areas. The sales and demo area of their lead product - digital TV – was situated at the front together with a sales & information desk, while the after-sales area was discretely located at the back of the shop. The high-speed Internet space linked the two areas to provide demos and distraction for both prospects and clients.

The store concept was tested by Telenet’s above-the-line agency. Both consumers and agency lauded the visionary retail concept and the positive reception cemented Mo Ka’s status as Telenet’s preferred design agency.

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Role: Creative management stand concept. Concept and structural design festival stand.Company: Mo Ka

Year: 2008

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Ever since Randstad have been providing festival goers with an opportunity to freshen up at their festival stand, their tooth-brushing washroom has become a huge success. Emphasizing their mission to tend to their people in the best possible way, they wanted to upgrade the accommodation.

The Randstad Hotel was built using construction container units with built-in lighting, power and water supplies. The basic and flexible structure allowed a tailor-made decoration and furnishing. Because the festival stand could largely be prebuilt, the construction time and transport to other festival sites was significantly decreased.

The prospect of winning a stay at the hotel suite attracted ten thousands of young professional prospects, enabling Randstad to introduce them to the company spirit and invite them to join their team.

In looking for a fitting Randstad festival stand concept, the aim was to come up with the ultimate pampering environment. Enter the Randstad Hotel: a luxury washroom (re-)treat for all festival goers to wipe of the dust and rinse out the taste of beer. A lavish festival suite where the privileged could view the concerts in all comfort completed the hotel experience.

Employees with the right skills, knowledge and a healthy work ethic are hard to find. That’s why Randstad believe it’s “good to know you”. Randstad likes to take good care of their people, by understanding their needs, whatever and wherever they may be. Even at the summer music festivals.

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Magnum wanted a massive Temptation launch event across all Kinepolis movie theatres in support of the advertising campaign. Themed the “Royal Treatment” the TV advert showed a girl savoring a Magnum Temptation being pampered by a royal entourage - Louis XIV style.

The campaign results far exceeded Magnum’s expectations: over twenty thousand online contestants and a Magnum sales increase of ten percent plus at theatres during the campaign. Clearly Magnum didn’t miss out on their “royal treat” either.

Kinepolis visitors were welcomed by a stylish regal entourage who invited people to play an online contest. Each week the lucky winner got to choose from a selection of ‘royal treatments’: a once-in-a-lifetime helicopter picnic, a state-of-the-art spa treatment, a professional chef at home etc. Movie clips of all winning contestants could be watched online to trigger participants.

To better address the target audience - women between 18 and 25 years old – the activation took on a more fashionable context. With all things 80’ies being back in vogue, the styling was directed towards a New Romantics look.

The Royal Treatment activation was deployed on a large scale: on 60 evenings 4 crews of 3 people each hosted the campaign spread across 10 theatres. Each theatre got 2 internet booths for the online contest with 7 royal treatments to be won.

Kinepolis visitors were welcomed by a stylish regal entourage who invited people to play an online contest. Each week the lucky winner got to choose from a selection of ‘royal treatments’: a once-in-

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Being creative is one thing.

Putting it into practice another. Design agency Mo Ka like to

put their money where their mouth

is. Together with their rebranding they

launched a pop-up jewelry store to sell the tangible results of their creative mission. Let it be known:

the new Mo Ka has arrived!

Role: Creative management rebranding concept. Interior concept and design.Company: Mo KaYear: 2009Press: Frame Powershop 2

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Mo Ka likes to be perceived as the creative agency par excellence. So what? Mo Ka makes the difference by putting familiar brand elements in an unfamiliar context that surprises both client and consumers.

Proving the integrity of their intent, Mo Ka decided to have their mission reflected through a real-life project. Together with the renowned Atelier 11 they developed a limited edition jewelry set that embodied the rejuvenated Mo Ka brand. Looking for an appropriate selling platform, Mo Ka chose to open their own pop-up store.

In line with their new visual identity the shop became a conceptual white space where the key elements - the “brand pyramids” - functioned as fantasy jewelry displays. The triangular brand logo was repeated in a neon tube installation strong enough to light the complete space. Furniture and decoration were chosen true to the Mo Ka identity: simple yet refined, and of course all in white finishing.

The Mo Ka pop-up store gained large press coverage in numerous magazines, and its launch and closing party drew a large crowd. The huge attention proved the merits of Mo Ka’s vision: to sell familiar products through unfamiliar concepts.

Mo Ka likes to be perceived as the creative agency par excellence. So what? Mo Ka makes the difference by putting familiar brand elements in an unfamiliar context that surprises both client and consumers.

Proving the integrity of their intent, Mo Ka decided to have their mission reflected through a real-life project. Together with the renowned Atelier 11 they developed a limited edition jewelry set that embodied the rejuvenated Mo Ka brand. Looking for an appropriate selling platform, Mo Ka chose to open their own pop-up store.

In line with their new visual identity the shop became a conceptual white space where the key elements - the “brand pyramids” - functioned as fantasy jewelry displays. The triangular brand logo was repeated in a neon tube installation strong enough to light the complete space. Furniture and decoration were chosen true to the Mo Ka identity: simple yet refined, and of course all in white finishing.

The Mo Ka pop-up store gained large press coverage in numerous magazines, and its launch and closing party drew a large crowd. The huge attention proved the merits of Mo Ka’s vision: to sell familiar products through unfamiliar concepts.

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Chill [Chil] -verb 1. to make cool 2. to relax, calm down. No time schedules, no double agendas, no dress code. Somersby stands for freedom. As in being carefree. Feeling the summer vibes already? Enter Somersby: apple cider ICE cold from the bottle, or in a glass

“on the rocks”.

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Cider is a new and growing category. In the Nordic countries cider represents 5-10% share of beer volume, and is consid-ered a product category in a potentially huge growth market. Being of ten referred to as “ the new chardonnay”, Somersby Cider is per fect to enjoy during the af ternoon or as a happy hour drink replacing beer as well as the traditional glass of white wine. Last year Carlsberg successfully launched Somersby Apple Cider in Denmark and Norway. Now the Danes were ready to introduce their cider to the Belgian market.

With no basic brand guide around, we had the oppor tunity to develop the Somersby brand image that we built on three key elements: a) It ’s Scandinavian, where sophisticated design meets rough nature. b) It ’s bio-natural, so keep it “real”. c) It ’s an appetizer, so “chill”. Somersby needed to be a brand that sits equally comfor table with the rugged outdoors as it does with the stylish city-life.

The sampling team recalled the genuine, casual look and feel of an impromptu beach par ty. Star ting with a vintage pick-up truck - no fancy SUV - that we equipped and branded using a mix ture of polished, refined materials and weathered, heavy-duty ones. The same mix-and-match approach was applied to the hosts’ wardrobe with combinations of light tar tan shir ts and washed of f T-shir ts.

The laid-back Somersby approach received a warm welcome. Cider was recognized as a refreshing addition to the market and proofed that sophisticated beverages don’ t exclusively belong to the high-life. With an ever-growing fan-base Carlsberg decided to continue the brand in Belgium for the years to come.

Role: Concept development and structural design. Company: Mo Ka Year: 2009

Role: Concept and structural designCompany: Mo Ka

Year: 2009Press: Frame Grand Stand 3

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A public broadcasting company with a clear long-term vision is an absolute necessity in the ever-changing media world of the 21st century. VRT wants to be the benchmark media organization in terms of creativity and innovation, putting quality, reach and diversity high on the priority list.

Even when it comes to selling books.

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VRT wanted these values to be clearly incorporated in their 2009 national book fair stand. A surprising, innovative design with a relaxed feel to welcome a broad audience.

The stand concept recalled a broadcasting studio: a functional open space completely covered in grey carpeting, bringing to mind the typical sound-absorbing wall coverings. An iconic pattern, referencing the VRT logo and brand colors were flocked all over the place. The neon tubes overhead represented the brand colors of the individual broadcasting channels.

The stand was divided in two areas. One area was equipped for radio broadcasts. The other was the designated book department where authors, customers and audience could mingle. The central signing and information desk stored matching benches to accommodate both readers and listeners.

VRT wanted these values to be clearly incorporated in their 2009 national book fair stand. A surprising, innovative design with a relaxed feel to welcome a broad audience.

The stand concept recalled a broadcasting studio: a functional open space completely covered in grey carpeting, bringing to mind the typical sound-absorbing wall coverings. An iconic pattern, referencing the VRT logo and brand colors were flocked all over the place. The neon tubes overhead represented the brand colors of the individual broadcasting channels.

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The VRT stand definitely left its mark at the 2009 edition of the book fair. Previously going largely unnoticed, now VRT was truly being recognized as a source of innovation and creativity by the general public and critics alike.

The VRT stand definitely left its mark at the 2009 edition of the book The VRT stand definitely left its mark at the 2009 edition of the book fair. Previously going largely unnoticed, now VRT was truly being recognized fair. Previously going largely unnoticed, now VRT was truly being recognized as a source of innovation and creativity by the general public and critics as a source of innovation and creativity by the general public and critics

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Name and first name:Place and date of birth:

Address:

Nationality:Marital status:

Mobile:E-mail:

DE NEUBOURG, WouterEkeren, Belgium, May 15th 1971

Pretoriastraat 80 B-2600 Berchem Belgium Belgian Single

+32 496 39 00 99w@wouterdeneubourg.be

Freelance Brand Experience DesignerJanuari 2010 - Present

Creative strategy and management, concept designKey clients and projects:

Design Board (creative strategy and project management design architecture Bonux, brand & packaging design Rosa Mae -fragrance, design architecture Trimetal)

Mojo (concept design shop-in-shop Sony, shop-in-shop Ciba Vision, retail design De Standaard, pop-up store Kraft) -

Personal Details

Current Profession

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Lead DesignerSeptember 2008 - December 2009Mo Ka, VorstCreative strategy and management, concept and 3D designKey accounts and projects:- Telenet (retail concept flagship store and dealers)- Magnum (brand activation concept OOH Magnum - The Royal Treatment)- Mo Ka (concept brand redesign and pop-up store)

Freelance Product DesignerDecember 2006 - August 2008Creative strategy and management, concept and 3D designKey clients and projects:

Mo Ka (concept strategy and design activation Magnum 2008; concept and retail design Telenet Centers) -Design Board (concept design point of sales material incl. Ariel) -Massive (concept design LED lighting) -

Design ManagerJanuary 2004 - November 2006Design Board, UkkelDesign management, project management and account management of brand and packaging design in FMCGKey accounts and projects:- Procter & Gamble Fabric Care Western Europe (brand design DASH Marseille, DASH met een vleugje LENOR; brand redesign DAZ)- Unilever Benelux (brand redesign KNORR wet and dry sauces; new variants KNORR fresh soups)- Janssen-Cilag Belgium (brand redesign Perdolan; brand design PerdoFemina)

Freelance Product DesignerOctober 2002 - December 2003Concept and 3D designKey Clients and projects:- Stephan Schöning (concept design exhaust systems and shoe-horn)- Achilles Associates (restyling office accessories)- Print & Display (concept design point of sales material)- Flora (concept and design fair booth)

Product DesignerJune 1995 - September 2002De Ster, HoogstratenDesign and project management of catering solutions for airline industriesKey accounts and projects:- British Airways (design EC tableware)- South African Airways (design EC & BC tableware)

Professional Experience

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Good sketching skills and presentation techniquesGood knowledge of Adobe Illustrator and Photoshop

Good knowledge of Unigraphics CADFluent in Dutch and English, good in French

In Addition

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Degrees

Master Product Design1997Hogeschool AntwerpenDepartment ProductontwikkelingAntwerp

Laureate Product Design (w/distinction)1989 - 1994Henri van de Velde instituteAntwerp

Secondary School Degree1983 - 1989latin/mathematics, ASOOnze-Lieve-VrouwecollegeAntwerp

Internal Auditor Training ISO 9000October 1997TQM Service, Hoogstraten

AutoCAD 12.0 TrainingJanuary 1995 - March 1995Groep T, Leuven

MusicExhibitionsPhotographyTravel

Completion Colleges

Hobbies

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