ART DIRECTION, VISUAL STRATEGY

Freeter.studio is an up and coming label/studio run by Nathanael Reuling and Yannick Torfs in Amsterdam. We’ve started a new collaboration where I’ll be getting up close and personal with the brand. The main goal is to set up a visual identity and define a clear brand direction. I’ve created the first briefs and presentations that are geared towards clarifying a clear brand statement. This has enabled the team to see more clearly and look at the brand from a distance rather than ‘being in the thick of it’.

This has been achieved by studying the brand, it’s current strategies, finding out where they need extra support while getting to know and having conversations with all of the people involved. Our upcoming productions will function as a clear (visual) brand direction and act as a guide for all future campaigns & productions.

We will be shooting the first campaign and look-books in November ‘24. I will tackle the pre-production, put together a team (photography, film) and will advise with casting models. Results will be published here once it is live (Q1 2025).

Involvement:
- Creative advice.
- Art direction.
- Pre-Production.
- Recruit photographers.

Question:
How to find brand identity and a clear way to communicate core values to new customers that are unaware of the brand philosophy.

Challenge:
The brand’s identity and the meaning behind the word Freeter both stand for an emotional and abstract thought and lifestyle. By looking into the brand, the founder’s history and the team’s collective opinion of why the brand is unique, I’ve come up with direct and concise ways to communicate their core values. While staying true to the initial vision and aesthetic.

Solution:
Break up the current idea of the brand’s output, streamline existing concepts and build a core strategy to communicate to the outside world and new customers.