Academic Medical Education (AME)

The Client KPCN is the police force for the islands of Bonaire, Saba, and Sint Eustatius. While part of the Dutch government, the force works in a Caribbean context, with its own culture, language, and community needs. KPCN asked us to help create a new identity that feels more local, more trusted, and more future-focused. The Challenge The current brand felt outdated and distant. It didn’t reflect the diversity of the islands or the strong connection between the police and the people. KPCN wanted a brand that builds trust, shows integrity, and speaks to all generations, in all three communities. Our Approach We didn’t design from Amsterdam: we flew to Bonaire, Sint Eustatius, and Saba. We organized and run in-person interviews, creative workshops, and cultural sessions with Police officers at all levels, community leaders, youth and elderly citizens, local business owners and civic groups. From there, we built a full strategy around three main goals: - Build trust with the public - Reflect local culture and identity - Modernize the brand for today and tomorrow The result We split the project into three volumes: Volume 1 - Meeting Report Back in Amsterdam, we turned all interviews and workshops into one clear strategy. We defined KPCN’s mission, vision, and long-term goals, based on what people from the islands told us they expect from their police. This gave us a strong foundation to shape the brand around trust, service, and local pride. Volume 2 - Cultural and Historical Research To create a meaningful identity, we compiled a detailed historical and cultural report that explored each island’s unique history and their transition after 2010. The research also captured key local elements such as festivals, languages, and traditions, along with the symbolic evolution of the KPCN police logo and its connection to the region’s identity. Volume 3 - Visual Identity The new brand system helps KPCN look and act like the force it aspires to be: open, strong, and rooted in the islands it serves. At the heart of the visual identity is a redesigned logo that retains the sword and shield — symbols of justice and protection — refined to feel more modern and locally grounded. The color palette takes inspiration from the island flags, while the typography uses the official Politie typeface developed by Studio Dunbar. We also introduced a new pattern, based on the angled lines of the Dutch police design, reimagined as a wave — a subtle reference to the Caribbean Sea and the islands’ deep cultural connection to it. Grid System for Visual Consistency By standardizing proportions and placements, this system enhances visual clarity, recognition, and adaptability across multiple formats. In addition to the grid, KPCN introduces a new pattern that blends tradition with local identity. Inspired by the previous police pattern, this refreshed design incorporates a wave element, symbolizing the Caribbean islands' deep connection to the sea. This subtle yet recognizable feature adds a modern twist while maintaining the strong, authoritative presence of the police force. Color-Coded Identity A well-structured color system strengthens brand identity and improves communication clarity. KPCN’s use of distinct colors for different topics ensures that each area of police work is easily recognizable and aligned with its purpose. KPCN’s color system is designed to create a clear, structured, and recognizable visual identity. Each color serves a specific purpose in branding, ensuring that communication materials, uniforms, signage, and digital platforms maintain consistency and professionalism.

Project Overview TBI, one of the Netherlands’ leading construction groups, set out to tackle more than just a housing shortage. With 400,000 homes still needed and a growing labour gap, the industry faces a societal challenge. Thanks to its unique structure, TBI took action—creating an immersive VR experience that introduces children to the world of construction through building, safety, and innovation. ‘’ We needed a new way to make infrastructure exciting.” The Challenge Traditional VR tools often fails to resonate with younger generations. Especially during school visits and open days, where attention spans are short and expectations are high. TBI needed a solution that could: - Capture attention through interactivity and immersion - Be playful and motivating, while still conveying serious risks - Reduce the need for constant supervision by instructors The challenge was clear: how do you turn passive learning into an active, unforgettable experience? Solution - A Fully Interactive VR Construction Site We developed a realistic single-player VR experience that places players directly on a construction site - requiring them to equip safety gear such as a helmet and vest. They navigate authentic environments from the site cabin to tunnels and dam walls, while completing practical tasks like sawing, hammering, and assembling components. Through playful, interactive challenges, players learn about real world risks and safety procedures in a way that is both engaging and instructive. Attention spans are short, and curiosity comes from interaction. VR lets us make an invisible world tangible. They can see how their creativity and skill could literally shape the country. Large Scale Testing 300+ Students During our first school visit with the TBI truck, over 300 students stepped into the VR experience on the first day —sparking high engagement and excitement throughout. Their enthusiasm highlighted the impact of immersive learning, while also offering valuable insights to further enhance in-game guidance and interactivity. When even 20 or 30 percent walk out thinking, ‘I didn’t know I could do this,’ we know we’ve succeeded,” TBI explains. “It’s about the future of our building sector, about all the incredible jobs that keep it moving forward. We want to show young people that the future isn’t something to watch; it’s something to build.” Impact & Future Potential The VR experience showed how playful interaction leads to lasting impact. If even one child chooses a technical career because of this experience, that’s a lifetime return on investment for them, for us and for the country. Built for growth, the platform is ready to expand—unlocking future modules on sustainability, the energy transition, or smart mobility. With device management in place, TBI now has a scalable tool to engage the next generation of builders—anytime, anywhere. 50+ schools | 15.000 children In just months, the roadshow has reached over 50 plus schools and over 15,000 children. The initiative has already sparked collaborations with local governments and vocational schools looking to adopt similar programs. “We’re not just showing kids the future of our sectors; we’re helping them imagine their place in it.”

Shaping a modern identity for dog owners Lets Dog was created to bring trust, expertise, and emotional connection into one modern training platform for dog owners. The challenge was to develop a brand identity that felt premium and professional while remaining warm, playful, and approachable. We designed a flexible visual system inspired by transformation and movement. The balloon inspired mascot became the core symbol of the brand, representing the ability to shape behavior and strengthen the relationship between owner and dog. Combined with earthy tones, clean typography, and minimal layouts, the identity balances clarity with personality. Turning training into a connected digital experience Built using Buddy Boss, the platform combines personalized courses, trainer support, progress tracking, and community interaction into one intuitive digital ecosystem. The brand identity was translated into a clean mobile first experience, focused on accessibility, simplicity, and engagement. Rounded interface elements, playful motion, and soft visual interactions create an experience that feels welcoming while maintaining a refined and modern aesthetic. Exploring the future of personalized dog training As part of the creative direction, we explored AI generated visuals and video concepts to support more personalized training experiences for dog owners. The vision focused on creating scalable content tailored to different dog breeds, personalities, and age groups, allowing users to connect with educational material that feels more relevant to their own situation. Through AI experimentation and digital storytelling, the project explored new ways of producing adaptive and emotionally engaging content at scale. This future focused approach helped position Lets Dog as more than a training platform. By combining branding, community interaction, and AI exploration, the project creates a modern digital experience designed around the evolving relationship between people and their dogs.

Overview The Brink Agency partnered with Auremin, formerly known as Energetech, at a defining moment in their evolution. As the company expanded its focus from energy commodities into the broader world of physical commodities, including minerals and metals, the existing brand no longer reflected its ambition or scope. This transition required more than a visual update, it called for a complete repositioning that could capture both the analytical nature of trading and the tangible reality of global resources. The result is a brand that aligns with Auremin’s new direction, grounded in clarity, precision, and material relevance. A brand rooted in materials Auremin takes its name from two Latin roots: Aurem, to attend and listen with full presence to what markets and challenges demand, and Minera, the raw material at the origin of everything. Together, they define a brand that operates between insight and substance. This philosophy is translated into a refined wordmark, centered around a distinctive “A” shaped by angular, molecular-inspired geometry. The design is minimal and controlled, expressing reliability and structure, while the mineral-based color palette, built from warm and cool greys with a deep blue accent, grounds the identity in the physical world. Auremin trades what markets need and builds what they are missing, bridging raw material and market value. Precision translated into digital To express the physical nature of commodities, AI-generated visuals were developed to explore materials in texture, color, and form. These respond to user interaction through depth-based hover effects, where light and fine laser-like lines shift across surfaces. Combined with subtle, controlled motion, this creates a tactile experience that translates raw materials into a refined digital layer. Every interaction is precise and deliberate, ensuring the experience reflects the discipline and analytical nature of the brand.