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booreiland annual — the 2012 issue —

Hi there! We are Booreiland, a Dutch design and strategy studio that loves to discover meaningful ways to communicate your brand.

What can we do for you? strategy


Trend translations

design & development

Mp Meta Products

Bs Brand studies

We Websites

Ua Usability analyses

Sp Social platforms

Cd Customer discoveries

Ap Apps

Cc Creative concepting

Sm Social media integration

Wo Workshops

An Animations

Ma Masterclasses


Visual identities

Pw Print work

We create links between you and your audience. Between a great idea and your business. Between the latest digital technologies and a wonderful experience.

We it ha for

make appen r you. 

presenting the team

WIMER HAZENBERG Managing partner & creative director With a background in Artificial Intelligence, Wimer always challenges himself with new visual experiments. Ever since he co-founded Booreiland he continuously puts his knowledge into action when doing creative direction within the company, apart from doing hands-on design and the occasional coding as well.

MENNO HUISMAN Managing partner & creative director Ever since having co-founded Booreiland, Menno has used his concepting and design methodology skills from his background in Industrial Design as creative director for Booreiland’s web, graphic and meta design activities, as well as doing hands-on design work himself.

SARA CÓRDOBA RUBINO Project manager & researcher Once designing interactive exhibitions, exploring services in risk consultancies and leading packaging projects for multinationals, Sara now applies her skills in research activities and project management as a strategic product designer within Booreiland.

JOOST KRIJNEN Designer Fundamentally being a true graphic designer, Joost now uses his passion for typography, grids and problem driven design as Booreiland’s leading designer. Striving to learn everyday he now applies his skills on Booreiland’s web and print productions.

our design approach Our design approach Network Focused Design (NFD), licensed under Creative Commons, is a holistic approach we use to spot out innovative solutions right on the intersections between your customers, your business and the technologies available. We use NFD principles in all our projects, whether these are websites, apps, Meta Products with multiple services, or when new relationships of value between services, products, people and environments have to be identified. NFD consists of 3 phases:

1 - Visualizing the Network This phase is all about understanding your context (your customer, your competition and your brand) and visualizing and discovering the relationships that build a particular network. By using design oriented qualitative and quantitative research techniques, this phase helps us gain empathy and gather valuable insights that will help us create meaningful solutions.

2 - Setting a Direction This phase aims to criticize assumptions and push our creative limits to set a clear direction to new ideas. In this phase we use creative facilitation techniques to identify challenges and opportunities and reframe networks with new relationships of value. It can be a new way of communicating with your client, refreshing your brand identity or bringing a new service to your potential customer.

3 - Designing the product or service This phase guides us to design every detail of a website, an app, or a Meta Product in a coherent network where your brand, your service and your customer interact seamlessly. We use agile techniques to mockup and prototype concepts and our best visual and technical skills to design and develop them.




K-1 I-5YQ DR

ferry up — Ferry Up is a stunning iPad

disciplines: creative concepting, app design, app development, graphic design,

game, created as a cooperative project


together with the marvellous Coding

client: (self-initiated)

Dutchmen and Jornt van Dyk. Ferry Up puts

industry: games

you in the role of a rookie captain, whose

items: ipad app, website

mission it is to ship passengers from one shore to the other. Simple? Don’t think so, as the waters are soon teeming with bigger, faster and meaner ships you have to avoid in order to savely get your precious cargo across. Ferry Up is inspired by the famous ferries of Amsterdam that continuously transfer passengers between Central Station and the northern sections.

enrise — Enrise develops web platforms

disciplines: brand study, web design

and applications. They asked us to spice up

client: enrise

their own website with a fresh new design.

industry: ict

First, we carried out a brand study, in order

items: website

to spot out opportunities for visual brand differentiation. Afterwards we translated their philosophy ‘Code Cuisine’ into a visual design meal, resulting in a strong icon driven website.

gresb — The Global Real Estate

disciplines: web design, web development, data visualization, visual identity

Sustainability Benchmark is an initiative

client: gresb

to assess the environmental and social

client industry: research & consultancy

performance of public and private real

items: logo, stationery, website, data portal, report

estate investments. Based on an annual survey among its participants, GRESB asked us to design a digital scorecard showing the survey results of each participant. By means of data visualization we designed clear and crisp diagrams and charts, and embedded them in an online data portal. Next to that, we also designed the GRESB research report, which presents the final numbers of 2011.

DUTCH CREATIVE dĂŠ indexering van de Nederlandse creatieve industrie

presented by

Dutch Creative — Dutch Creative is the

disciplines: web/app design, visual identity, illustration, editorial design

ultimate index of creative agencies from

client: bis publishers

Holland, covering practically all creative

client industry: publishing

disciplines. BIS Publishers, owner of Dutch

items: web platform, mobile web app, various print works

Creative, asked us to conceptualize and create not only the social platform itself, but also all visual touchpoints around it, such as a mobile app and various print items. For the platform, we came up with a fast way of browsing projects by designing a smart faceted search, by which users can narrow down their search results until they find what they want.

find south africa — For its latest

disciplines: creative concepting, web design, web development, social media integration,

Dutch campaign South Africa Tourism


asked advertising agency One Big Agency

client: south africa tourism

to come up with a new interesting online

client industry: tourism

concept to put South Africa in the spotlight.

items: website, facebook page, newspaper ads

One Big Agency asked us to build upon their idea of an interactive map of South Africa. We created an online interface in which people had to spot certain places on a highly illustrative map by looking through a photocamera lense. The faster you spotted the requested place and took the snapshot, the higher you scored.

yes!delft — YES!Delft promotes

disciplines: visual identity, graphic design, editorial design

entrepreneurship for students,

client: yes!delft

professionals and scientists, and offers

industry: innovation

practical support for the foundation and

items: brand book, stationery, booklet

development of technology companies. YES!Delft asked us to redesign their visual identity and various touchpoints accordingly. We translated the young energetic spirit of YES!Delft into a dynamic crystal landscape and mapped this pattern onto the various items in different variations. A brandbook was also created to guide YES!Delft when making their own promotional materials.

the elements of design

Vormator — Vormator is the ultimate

disciplines: creative concepting, graphic design, editorial design

design challenge that requires artists all

client: (self-initiated)

over the world to create dazzling visuals

industry: publishing

by using only eight shapes within a set of

items: book, website

given rules. This project was kicked off by ourselves, together with the amazing Zeptonn. From over 500 contestants we made a selection of nearly 80 to appear in a book, called Vormator - The Elements Of Design. We are proud to announce that the book is now published by BIS Publishers!


8 7







11 10



the helicopter


the rooftop


the rooftop garden

10 the crowdsourcer


the expert


the consumer


the lighthouse

11 the campsite


the factory


the shop


the salary man

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin eleifend, justo in feugiat egestas, ante felis interdum metus, nec viverra felis risus vel mi. Nulla facilisi. Nullam a felis orci, eu scelerisque erat. Suspendisse potenti. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Curabitur in sapien ac eros porttitor sodales at vel nisi. Quisque eu mi ligula, vitae rhoncus enim.

© 2010 Fronteer Strategy

Fronteer strategy — Fronteer

disciplines: visual identity, graphic design

Strategy is a consultancy agency that’s

client: fronteer strategy

into innovation, co-creation and brand

client industry: consultancy

development. They asked us to create their

items: logo, stationery, various print works

corporate identity and stationery. People are easily tempted to make creations more complex than they need to be. We try to stick to what matters, therefore keeping it simple. In this way the message is as clear as it can be.

Unga toys — Unga toys is an Amsterdam

disciplines: brand study, creative concepting, web design, web development,

based toy development studio. They

illustration, motion graphics

develop toys for big brands such as

client: unga toys

Chupa Chups, Tomy and lately for Dutch

client industry: consumer products

supermarket Albert Heijn as well. Unga

items: website

asked us to transform their company ethos into an adventure that could be directly transformed into a blasting online experience. By means of storytelling we created an adventure in which the online visitor travels towards the so-called Unga Islands and experiences the magnificent world of Unga while guided by many creatures.

i can stream your photos

Okimok — Okimok is a fun community

disciplines: trend translation, creative concepting, web/app design, web/app

where you can instantly share your photos

development, visual identity

with your friends. With the Okimok iPhone

client: (self-initiated)

app you can easily upload photos to your

industry: internet

photo stream on Your friends

items: web platform, iphone app

can follow you and keep up to date with your adventures. This is a service from our own hand, one that combines a consumer product (iPhone) with the web, making it a meta service. Okimok was released in april 2009 and eversince it has been a growing community.

workshops & masterclasses Do you want to innovate on the cross section of products, services and the web, but you don’t know where to start? Or do you have a design challenge within your organization? You have your team in place, but you could use some help on how to approach this? Then book a workshop or masterclass for your specific challenge.

Wo Workshops In a world of data deluge, exploring interesting and meaningful uses of data in your service or product can increase your competitive strength. We put together the right team to help you discover new ways of building a seamless connection between your brand and your customer by means of a tailored workshop.

Ma Masterclasses Opening a dialogue for reflection is the first step to become a Network Focused Organization. In a masterclass, your team will get familiarized with Meta Product examples, and will get inspired to embrace the mindsets from design and service design fields, co-design principles and customer oriented practices in order to respond to the needs of our connected world.

Read more about workshops and masterclasses on

meta products In the next few years the web will keep on growing and will extend across new aspects of our lives. Products, services, places, knowledge and people will be web-enabled, creating new connections and new interactions; hence new networks. Business success will rely on harmonious and valuable networks, called Meta Products. Within these smart product-service networks the web will play a central role; it is the information stream that feeds the whole network. Think about examples such as Nike+, FedEx SenseAware and Fitbit. After two years of doing research, writing and designing, the book ‘Meta Products - Meaningful Design For Our Connected World’ has finally been published. We don’t claim to have all the answers but moreover tried to make a book for the future. A book that starts a conversation, sparks new ideas and most of all that inspires. The book talks about the phenomenon of Meta Products, and also

presents Network Focused Design as a design approach, usable for everyone who wants to design successful solutions for our connected world. With this the book aims not only at industry designers, but also at students from design academies. Mike Kuniavsky (author of ‘Smart Things Ubiquitous Computing User Experience Design’) wrote the foreword, and many other experts from both commercial and academic worlds contributed to the book by means of interviews (TNO, Philips Research, Umeå University, MIT, University of Oxford, Delft University of Technology etc). Next to that, many cases are provided along the way to support the theory. The book is available via BIS Publishers, various bookstores and worldwide via Amazon. The first four chapters can also be read on the accompanying website

Meta Products are web enabled networks that help people, products, services and environments connect with each other in totally new ways.

written by: sara c贸rdoba rubino, wimer hazenberg & menno huisman designed by: booreiland published by: bis publishers

clients ▶▶



South Africa Tourism


Wacom Europe








BIS Publishers


BiD Network








Flex/The Innovationlab


Fronteer Strategy






Unga Toys


Favela Fabric




BST Health & Wellness


Zilver Innovation


...and many others.

history 2002

The Booreiland collective is born. Various internal creative projects are launched.


From collective to part-time company. Booreiland HQ is established in Delft. The company starts working on client assignments next to its own projects.


The company narrows its focus to Web and Print design.

2005 / 2006

Expansion of client portfolio.


The Booreiland crew goes full-time. Booreiland HQ moves to Amsterdam.


Establishment of a third discipline: Meta Products. Design contest Vormator is launched.


Creation of the Meta Products blog. Social platform Okimok is launched.


Creation of a design approach for Meta Products. The company takes up its first international clients.


The Meta Products book is published. The Meta Products website is launched. iPad game Ferry Up is launched.


Network Focused Design is deployed as an overall design approach. Various workshops and masterclasses are organised. Webservice Lalagram is launched.

Do you want to discover new exciting ways to communicate your brand? please contact us at:

Five reasons to contact us

1. Before doing any design work, we can think along with you about your meta, web or print strategy and afterwards translate that into meaningful design actions. 2. We do meta, web and print projects, which means we can deliver the total package and make sure your brand stays consistent throughout all visual media. 3. We are creative minds with coding muscles. This means we know how to push design, yet keeping it feasible to develop. 4. Because we work as a network agency, we are able to select the best possible team for your design challenge. 5. Since we also do our own in-house projects, we always keep an eye on new markets and business opportunities. We can also use this knowledge to help you.

Booreiland Wilgenweg 22e 1031 HV Amsterdam +31 20 789 28 57 Cuisine photo on cover and page 2 Š 2012 Eelke Dekker


Booreiland 2012 Annual  
Booreiland 2012 Annual  

This is the 2012 issue of the Booreiland magazine, showing portfolio cases and background information of this Dutch design and strategy stud...