• Education


    • ArtEZ - University of the Arts - Zwolle, NL - 2020 - 2024

    • SIVA-DeTao Masters Academy - Shanghai, CN - 2014 - 2019

    • The Royal Academy of Art - The Hague, NL - 2008

    • Academy of Fine Arts St. Joost - Breda, NL - 2004

    • Academy of Fine Arts St. Joost - Breda, NL - 2003



    Summer workshop Shanghai students - The Hague, NL Aug. 2023

    • St. Joost School of Art & Design - Breda, NL - Jan. 2023

    • St. Joost School of Art & Design - Breda, NL - Mar. 2022
    • Yale Center - Beijing, CN - Nov. 2018
    • Wuhan Institute of Design and Science - Shanghai, CN - July 2018
    • Shanghai Business School - CN - Dec. 2017
    • Intangible Cultural Heritage - SIVA-DeTao - Shanghai, CN - Nov. 2017
    • Int. Communication University China - Beijing, CN - June 2016
    • Studio Wynants at DTMA - Shanghai, CN - May 2015
    • Tsinghua University - Beijing, CN - Nov. 2013
    • University at Buffalo, Design Centre - Buffalo, USA - July 2008
    • Vilnius Academy of Fine Arts - Vilnius, LT - May 2008
    • The Royal Academy of Art - the Hague, NL - May 2007
    • KHIO - National Academy of the Arts - Oslo, NO - Apr. 2006
    • KHIO - National Academy of the Arts - Oslo, NO - Mar. 2003


    School of Art, University of Houston - USA - Mar. 2024 (online) 

    • St. Joost School of Art & Design - Breda & Den Bosch, NL - Sept. 2023

    • UAL - London College of Communication - UK - Apr. 2023

    • St. Joost School of Art & Design - Breda, NL - Nov. 2022 (online)

    • Hong Kong Polytechnic Uni. - School of Design - HK & Hongik University - College of Fine Arts - Seoul, KR - Mar. 2022 (online)

    • St. Joost School of Art & Design - Breda, NL - Nov. 2021 (online)

    • St. Joost School of Art & Design - Breda, NL - Mar. 2021 (online)

    • Design Education Forum - Valencia, ES - Nov. 2020 (online)

    UAL - London College of Communication - UK - May 2020 (online)

    • Hong Kong Polytechnic Uni. - School of Design - HK - Apr. 2020 (online)

    • Artevelde - Design Bootcamp - Gent, BE - Feb. 2020

    • DTMA-SIVA - Studium generale - Shanghai, CN - Dec. 2018

    • Academy of International Visual Arts - Shanghai, CN - Oct. 2018

    • DTMA - Design research - Shanghai, CN - Oct. 2018

    • Best Dutch books designs - Qingdao, CN - Aug. 2018

    • Ocean University China - Qingdao, CN - Aug. 2018

    • Royal Academy of Art - The Hague, NL - Feb. 2016

    • Willem de Kooning Academy - Rotterdam, NL - Jan. 2016

    • Opening Netherlands consulate - Chongqing, CN - Dec. 2014

    • Donghua University - Shanghai, CN - Oct. 2014

    • Rockbund Art Museum - My Design Life - Shanghai, CN - May 2014

    • China Art Museum, Shanghai, CN - Mar. 2014

    • Today Art Museum - Beijing, CN - Nov. 2013

    • Shanghai Design week - Shanghai, CN - Sept. 2013

    • Raffles Design Institute - Shanghai, CN - Aug. 2013

    • Dutch Design Workspace - Shanghai, CN - May 2013

    • L‘Ecole de Design, Nantes Atlantique - Shanghai, CN - Oct. 2012

    • Donghua University - Shanghai, CN - July 2012

    • Pecha Kucha night - Shanghai, CN - Apr. 2012

    • Bee or Wasp - Shanghai, CN - Mar. 2011

    • Raffles Design Institute - Shanghai, CN - Nov. 2010

    • Suzhou International Poster Summit - Suzhou, CN - Oct. 2010

    • Seoul Design Fair - Seoul, KR - Sept. 2010

    • IDEO - Shanghai, CN - Sept. 2010

    • Hong Kong Heritage Museum - HK - Apr. 2010

    • Jiangnan University, School of Design - Wuxi, CN - Mar. 2010

    • DDD - Vilnius, Lithuania - Oct. 2008

    • Typecon - Buffalo, USA - July 2008

    • National Academy of the Arts - Oslo, NO - Nov. 2006

    • Academy of Fine Arts St. Joost - Breda, NL - Mar. 2005

  • Design cases

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    Found & Lost / Value—5 - Digital publication. Concept, photography, writing & design - 2024

    A few pages from a digital publication. It’s an artistic visual story mixed with an analytical essay about value creation. On the photographic spreads, images are associatively placed next to each other. Intuitively made over the last five years in public spaces in China, the Czech Republic, Germany, Italy, the Netherlands and Spain. On the right pages the sentence is spelled 'Serendipity: a happy pinball arcade mind'. Text and infographics on the left pages share an insight in various facets of sustainable value creation for all public initiatives. An encouragement to think and act beyond economic value only. Free English version.

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    Experiment - Art Bar & More - Advice, logo & visual identity design - 2023

    The essence of Experiment is a unique combination of passion for the best coffees, drinks and dishes, in combination with the experience of modern and digital art. An inspiring place with an international scope. Friendly, relaxing and seeking connections. The Experiment Art Bar planned to open in Tilburg, the Netherlands in 2024.


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    Dutch national police force - Logo & visual identity design - 1992

    The visual identity developed for the Dutch police force merges the spirit of two previously autonomous police organizations - namely, the state and municipal corps in a single logo. The flame symbol can be seen as a beacon, a protective flame. This is combined with a law book-like form and the word 'POLITIE'.

    The additional orange and blue striping system applied on all cars, boats, and helicopters optimize visibility and safety at day and night time. The clients were the Ministry of the Interior and the Ministry of Justice to the Kingdom of the Netherlands. The police identity won several design awards. In 2006 the Dutch police striping was selected by public vote as one of the 25 Dutch Design icons of the last 100 years. As senior designer with Gert Dumbar at Studio Dumbar.


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    Educational book about design ideation methods - Creation, writing, illustration & design - 2020

    Ask designers how they create ideas, and the answer is: 'in a brainstorm' or 'a moment of inspiration.' How ideas come to life is often hard to grasp. It's a black box. This book I wrote teaches six methods to create ideas. With practical mindsets, designers can learn to proactively generate ideas and speed up the process with diversified results. The book starts with the full design process, placing ideation at the centre. Order at BIS Publishers


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    Talent Connect - Logo & visual identity design - 2022

    Talent Connect Café is a community hub for young academics in Rotterdam. The café is where the talents meet and learn to develop their professional soft skills, like collaboration, networking and presenting. It's the public outlet of Talent Connect, for whom I developed the brand personality, endorsed logo system and visual brand. As creative director and designer at Joost Roozekrans - Works.


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    The secret bar - Gert Dumbar in stories - Creation, edditing & design website and book - 2021

    'The secret bar' paints a colourful picture of Dutch designer and anti-authoritarian Burgundian Gert Dumbar and the unique Studio Dumbar culture. Anecdotes and stories collected from around the world by those who worked and played with him over the years.

    The website is initiated by Joost Roozekrans (NL) and Marc Shillum (USA). The book by Joost Roozekrans is the materialised version of the stories collected online and became a limited edition publication, with special features such as a personal handwritten message by Gert, casual wine stains, and a key attached to the reading ribbon to unlock the bar.


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    Hewlett Packard - Campaign design airports Milan & Rome - 2006

    For the Hewlett Packard headquarters in San Francisco the HP campaign was developed for the Italian airports of Milan Linate and Rome. 'Change + HP' was the all-over theme of this corporate campaign. Arrow like shapes were the visuals. More than 1000 graphics were applied in all public spaces; on walls, check-in counters, tables and escalators, elevators and pillars. In collaboration with Goodby Silverstein and Partners. As designer and co-founder with the team of NLXL.

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    Swimming with sharks - The graphic novel - Creation, edditing, illustration & design - 2018

    A compact and visual version of the book 'Swimming with sharks’ by Joris Luyendijk, Dutch anthropologist and journalist for The Guardian newspaper. He spoke with 200 London bankers to find out how they operate and what drove the financial crisis in 2008. Ten years after little has changed to avoid a possible new crisis. The solution starts with understanding the problem. The publication won gold at Muse Creative Awards 2018 in New York. As designer and creative director at SparkyTiger. Free PDF download.

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    Dutch Culture Centre - Logo & visual identity design - 2010

    The Dutch Culture Centre was an initiative of the Netherlands China Arts Foundation. It offered a diverse cultural program in downtown Shanghai alongside ‘Happy street’, the Dutch pavilion at the Shanghai World Expo 2010. The program lasted for six months and was predominately focused on a Chinese audience.
    The logo for the DCC shows the silhouette of the Culture Centre in white against colorful flowers, referring to the tulip as a typical Dutch icon and the magnolia, the symbol of the city of Shanghai. The communication was bilingual, both in Chinese and English. The festive style was applied to various graphic items and a website. As creative director with Rosanne Wong and the team of Studio Dumbar China.

  • Publications

    Found & Lost / Value—5

    An artistic visual story mixed with an analytical essay about value creation.

    Digital publication - English - Published Winter 2024 - Free download


    The secret bar - Gert Dumbar in stories

    Anecdotes by those who worked and played with him. Initiated together with Marc Shillum.

    Website - English - Published February 2021 - Read here

    Book - English - Limited edition - Published June 2021


    How to create better ideas - Connecting the left and right brain in the design process

    Analyzing and explaining the design process, and teaching six practical design ideation methods.

    Book - English - Published July 2020 - Order here


    Po-li-tie-huis-stijl valt uit elkaar / Visual identity Dutch police is falling apart

    Critical reflection on how the visual identity of the Dutch national police is gradually disintegrating.

    Article - Dutch & English - Published November 2019 - LinkedIn - Read here


    De designer robot rukt op - en andere AGI Open observaties

    Report of collected insights on AGI open international design event in Rotterdam, the Netherlands.

    Article - Dutch - Published October 2019 - LinkedIn - Read here


    Lessons for design education in China

    A reflection on four years of teaching branding and identity design in Shanghai.

    Article - English - Published July 2018 - LinkedIn - Read here


    Swimming with sharks - The graphic novel

    A compact version of the bestseller book by Joris Luyendijk explaining the 2009 financial crises in a visual way.

    Digital publication - English - Published November 2017 - Free download


    Life above the sea - Outsider’s eyes inside Shanghai

    Personal visual essay celebrating the beauty of living in another culture, making the ordinary everyday special.

    Digital publication - English - Published Summer 2014 - Free dowload


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    About - Design, education, publications

    I have been working as a designer, creative director, and senior design lecturer. More than thirty years in the design profession, with a lot of mileage in designing brand identities, and a passion for education.

    I am from the Netherlands, also lived two years in the United Kingdom and ten in China. Worked for nine different design studios, one newspaper (The Guardian), four universities, and co-owned two design studios; NLXL in the Hague and SparkyTiger in Shanghai. Designing the award-winning visual identity for the Dutch national police force was my first project at Studio Dumbar in 1992, just out of art school.


    When I am not working, I like to travel, visit megacities, museums, restaurants with friends. Love eating with chopsticks, the Asian cuisine. And chocolate. I explore online, like to listen to podcasts, watch documentary movies. Modern and visual art I find inspiring. I listen to jazz, techno, world and classical music, and everything in between.



    • Muse Creative Awards New York - 2018
    Gold for ‘Swimming with sharks’, graphic novel about the 2008 financial crisis / at SparkyTiger

    • 25 Dutch design icons of the past 100 years - 2006
    Dutch police striping selected by public vote design icon of the past 100 years / at Studio Dumbar
    Organised by Dutch quality newspaper NRC Handelsblad and Dutch Design Foundation Premsela

    • Nederlandse Design Prijzen - 2006
    Nomination - Vrijheidsfestival Den Haag / at NLXL

    • Communications prize Germany - 1995
    Visual identity Dutch national police force / at Studio Dumbar

    • International police vehicle prize USA - 1995
    Visual identity Dutch national police force / at Studio Dumbar

    • Best Dutch Book Designs - 1994
    Dutch police - Identity manual / at Studio Dumbar

    • Best Dutch Book Designs - 1994
    Dutch police - Law book / at Studio Dumbar

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