BRANDING
THE CHANGE,
HOW DO I WORK?
about
the
studio
Hi, I am Leoni, I work at the intersection of strategy, identity design, cultural change and creative practice.
For over twenty years, I have been helping brands, organizations and changemakers shape ideas, identities and new directions. My background is in the creative industry, but my work today extends across culture, education, sustainability, social impact and business.
I move comfortably between the boardroom and the studio. From leading international brand strategies and orchestrating change processes to working as a maker, researcher, writer, and artist.
Rather than seeing these disciplines as separate entities, I believe that the most meaningful work emerges when thinking and making influence one another.
My practice spans strategy, vision development, branding, creative direction, visual identity design, research, writing, teaching and artistic work. Whatever the medium, I am interested in creating clarity, connection and meaningful change.
“The most powerful brands are built where strategy and imagination meet.”
In addition to commissioned projects, I create autonomous artworks and editions that explore social, cultural and environmental themes. I am always interested in thoughtful collaborations, new perspectives and projects that cross disciplines. You are more than welcome!
Side Positions
2024 - now State of Fashion, supervisory board
2025 - 2026 ELLE Magazine, columnist (dutch)
2024 - 2025 Lighthouse, board member
2023 - 2025 The Fabric Connector, advisory board
Career (highlights)
2023 - now LEONI HUISMAN STUDIO, founder
2022 - 2023 Creative Talent & Culture Lead ai, Dentsu Creative
2021 - 2022 Head of Fashion & Branding ai, University of Applied Sciences, Amsterdam
2018 - 2020 Research Clothing Consumerism
2007 - now Guest Lecturer, Graduation Coach & Assessor WdKA | Rietveld | Sandberg
2003 - 2021 Brand Creative Lead & Head of Styling, G STAR RAW
2003 - now Autonomous practice
Publications
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
Book
De Capsulegarderobe, ISBN 978-90-225-90249
published by MeulenhoffBoekerij 2020,
Exhibitions
V&A Museum London, Palais de Tokyo Paris, Colette Paris, Vitra NY, Yksi Eindhoven, DSFW, The School Hasselt, BNO Amsterdam, Nederlandse Bank Amsterdam & more
Awards
During my study: Hema Student Design Competition 2002 | Alessi Student Design Competition 2001 | Student Talent of the Year Talente Munich 2001 | Student Talent of the Year Deloitte 1999
With the RAW campaign team: ACDN 2x Bronze Lamp 2021 | ACDN Grand Prix 2015 | ACDN Silver Lamp 2015 | D&AD graphite pencil 2015 | Cannes Lions Grand Prix 2014 | D&AD graphite pencil 2014 | FWA site of the day 2014 | Cannes Lions bronze lion 2013 I FWA site of the day 2013 | With Dentsu: SAN creative agency of 2022 |
Education
Rietveld Academie - 1999, BFA | Art Direction & Set Design
Sandberg Institute - 2002, MFA | Product Design




