I'm Floris van Driel, an independent creative director and brand designer in Amsterdam. I work directly with organizations and alongside agency teams, from the first strategic question to the identity, website, campaign or packaging.

I believe design and creative judgement should help shape what a business becomes: its ambition, its offer, its relationship with people. I want to understand a business well enough to see where it could go, and bring enough imagination to take it somewhere interesting. That's the part I love: a difficult question, a strong point of view, and the chance of finding a better idea than the one we walked in with.

I think through making. Writing, drawing and building help me test an idea and sharpen the direction. I develop the strategy alongside the identity, website and tools, using each to work out what the others need. It's also why I design typefaces and build my own design tools, like HalftoneOS.

Before going independent, I was design director at Vandejong, worked on WeTransfer's identity in-house, directed campaigns for Ace & Tate and led brand design at ElevenLabs. I bring in writers, developers, photographers and other designers when a project asks for them, and stay close to the work myself.