During my studies Science & Innovation Management at Utrecht University I learned about changing organizations, changing society and the challenge to make connections between technological developments and market needs. To make these connections it is essential that you can look at problems from the perspectives of all possible stakeholders. Especially the relation between clients or customers and companies is what interested me most. Beside my studies in Utrecht, I studied Graphic Design at St Joost Academy in Breda for a couple of years as well.
My interest in innovation on the one hand and my fascination for design, communication and branding on the other hand made me decide to work in a creative, but strategic company where I could combine these things.
Now I work at Eden Design & Communication, a company that works on branding projects from a multi channel perspective. We try to find optimal solutions by combining design, communication and brand- and organizational strategy.
On the one hand current developments like globalization, the increasing complexity of information and growing companies are causing a feeling of increasing distance between organizations and people. On the other hand upcoming new ways of communication, including new media, cause institutions and people to come closer together and are influencing each other more and faster.
I observe many paradoxes to appear. Information becoming more complex while the consumer wants more simplicity; organizations are growing bigger, while people want to be treated as individuals. New relations and other ways of communicating and interacting offer a range of new opportunities.
Organizations have to rethink about how they deal with their identity and communication. An identity is not your logo on a letter. Neither it is an advertising campaign. It's all about relations and interaction.