HOW DO I WORK?
HOW DO I WORK?
CHANGE MAKER / CREATIVE DIRECTOR / BRAND STRATEGIST / RUNNING A STUDIO FOR THE UNCONVENTIONAL MESSAGE
Hi, I'm Leoni, living in Amsterdam, working in the creative industry for about 20 years. My story? I went to art school, met my husband, got a job, a house, kids, and baked a lot of apple pies. That's the short version. The longer version is that I started out as an artist in the creative industry, using my creative skills to make people buy more, and somehow ended up in boardroom meetings, making tough decisions.
And then suddenly, 5 years ago, I got ill. I ended up in a wheelchair, had a long rehabilitation period, learned to walk again, and went back to work. But something had changed. I’d had time to think, to re-evaluate, asking myself: How did this happen? Why did I end up here? When did I start caring less about society, the people, the planet? Can I use my creative thinking to shift things around?
So I did. I researched the buying behavior of Western women, designed a method to buy less clothes, and published a book. I work with students, brands, creative agencies, institutes, NGOs, start-ups, & scale-ups to use creativity for the good. To brand the change, to value people and purpose over profit.
I specialize in finding your core, translating it into manifestos, strategic blueprints, impactful campaigns, brand positioning, brand architecture, creative direction, purpose branding, and communication roadmaps. And above all, I make sure that you don't have a one-day statement on your wall, but real actions that speak! Yes, walking the talk.
Furthermore, I’m an orphan socks collector, a clumsy illustrator, read 11 books at a time, and have an excellent memory for totally unnecessary random things. Oh, and I love dark chocolate & disclaimers*
Curious? Yes, would love to drink a coffee with you!
Rietveld Academie - 1999, BFA | Art Direction
Sandberg Institute - 2002, MFA | Product Design
2022 - 2023 Creative Talent & Culture, Dentsu Creative Amsterdam
2021 - 2022 Head of Fashion & Branding ai, University of Applied Sciences, Amsterdam
2003 - 2021 Brand Strategic Creative Lead, Head of Styling, G STAR RAW
2020 - now Author by Meulenhoff Boekerij
2018 - 2020 Research Clothing Consumerism
2002 - now LEONI HUISMAN STUDIO, founder
Work and/or interviews have been published in; Volkskrant, Volkskrant Magazine, Parool, Trouw, NRC, NY times, LA times, Wallpaper, Items, WWD, Dezeen, Dazed, Behance, Hypebeast, Linda magazine, Nouveau, Margriet, Vogue, Elle, Harpers Bazaar & many more
Currently @The School Hasselt till end May 2022, Vitra NY, Palais de Tokyo Paris, V&A museum London, Colette Paris, Yksi Eindhoven, BNO Amsterdam, Nederlandse Bank Amsterdam & more
During my study: Hema Student Design Competition, Alessi Student Design competition, Student Talent of the year Deloitte 1999, Student Talent of the year Talente Munich 2001.
With the RAW campaign team; FWA site of the day 2013 & 2014 I D&AD, graphite pencil 2014 & 2015 I Cannes Lions, Grand Prix 2014 I Cannes Lions, bronze lion 2013 I ACDN Grand Prix & Silver Lamp 2015 I ACDN 2x Bronze Lamp 2021
De Capsulegarderobe, published by MeulenhoffBoekerij 2020, ISBN 978-90-225-90249
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