Hi, I'm Leoni
CREATIVE BRAND BUILDER / WRITER / ARTIST / FOCUS ON SUSTAINABILITY / SOCIETY / BEHAVIORAL CHANGE / BASED IN AMSTERDAM
Really!? Are you sure you're interested in me? Well, here you go. I went to art school, met my husband, got a job, a house, kids, worked in the creative industry for about 20 years, 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, a brand lead, 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. Giving me time to re-evaluate, asking myself: Can I use my creative thinking to do things better, to shift things around? So I did. I researched the buying behavior of Western women, designed a method to buy less clothes, published a book, and started working on change.
Nowadays, I run my own studio, working with game changers and impact makers, from social design to pension funds, from coffee brands to female empowerment, using creativity for the good. Yes, Branding the Change!
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 & Set Design
Sandberg Institute - 2002, MFA | Product Design
2022 - 2023 Creative Talent & Culture Lead ai, Dentsu Creative Amsterdam
2021 - 2022 Head of Fashion & Branding ai, University of Applied Sciences, Amsterdam
2020 - now Author by Meulenhoff Boekerij
2018 - 2020 Research Clothing Consumerism
2020 - now LEONI HUISMAN STUDIO, founder
2003 - 2021 Brand Strategic Creative Lead, Head of Styling, G STAR RAW
2002 - now artist
for more check LinkedIN
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 Talente Munich 2001 | Student Talent of the Year Deloitte 1999
With Dentsu: SAN creative agency of 2022 | 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
De Capsulegarderobe, published by MeulenhoffBoekerij 2020, ISBN 978-90-225-90249
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