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Hi, I'm





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, became a creative director, used my 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, and 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. Nowadays, I work with students, brands, creative agencies, institutes, NGOs, solopreneurs, 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, and translating this into real actions that speak! Yes, walking the talk. I offer research, strategic blueprints, creative direction, creative copy, manifestos, campaign concepts, brand positioning, brand architecture, employer branding, and communication roadmaps. 

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!

Best, Leoni

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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 

for more check LinkedIN

Career (highlights)

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



DSFW, The School Hasselt, 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 Dentsu: SAN creative agency of 2022 | 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



Please note that the content on this website is made by Leoni Huisman, named the author. Any resemblance to another existing person or animal, then the author,  is purely coincidental. The author does not have the intention to insult any animal or person. The author can not be held responsible for any insult as such. The author is a real person made from flesh and blood, and therefore someone like you, who can make mistakes. The author does not take any responsibility or liability for any errors or omissions in the content of this website. This disclaimer informs readers that the views, thoughts, and opinions expressed on the website belong solely to the author, and not necessarily to the author's current or former employer, organization, committee, or other group or individual. The author is speaking solely for herself, not for any company, organization, client, or individual, or as a formal representative of any company, organization, client, or individual. This disclaimer states that the views and opinions expressed on this website are on their own and do not necessarily reflect any official policy or position. The author can not be held responsible for or held liable for things like harms or damages that arise from seeing, reading, or using this website. If the content of the website is made public anywhere else, the author must be notified and will receive the credits, but cannot be held responsible for any damages, harm, or loss. This website is not a reliable indicator of future results and investments. The author does not take any responsibility or liability for any errors or omissions in the content of this website. The author can not be held responsible for your use of this information in any way whatsoever. The information contained in this website is provided on an "as is" basis with no guarantees of completeness, accuracy, usefulness, or timeliness. If this website contains copyrighted material,  the use has not always been specifically authorized by the copyright owner, as it is used under the "Fair Use" act for appropriate purposes. This means that material is used as an effort to advance the understanding of environmental, political, human rights, economic, democratic, scientific, and social justice issues, and has an educational purpose. The ideas, strategies, and advice mentioned should never be used without first assessing your own personal situation. The reading and or using of this website is at your own risk. If the reader has formed an opinion about the author that later turns out to be incorrect, and the reader feels the need to apologize, then the author accepts dark chocolate as compensation.

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