Hi there! I'm always open to connect with new people,
so feel free to reach out about your project! Currently
I have availability for April and May.

HEAD OF DESIGN * BRAND DESIGNER * AI PROMPTER * NODE RUNNER * HEAD OF DESIGN * BRAND DESIGNER * AI PROMPTER * NODE RUNNER *

I’m
ROSA KOOLHOVEN

1/9

MY CREATIVE JOURNEY

+ years
London

My professional career started in London's buzzing creative industry, and shaped my work ethics and ability to deliver high-quality design within tight deadlines. I enjoyed the fast-paced environment and it taught me to be a versatile and hands-on designer.

+ years
experience

I've had the privilege of working with a broad range of international clients, from young tech startups to globally-renowned creative agencies and big brands. Within my projects I don't believe in a top-down design approach. Instead, I see it as a collaboration where I highly value my clients input, and I love it when they participate in the creative process.

You can't use up creativity. The more you use, the more you have.

2/9

THEN & NOW

In the past years, I have had the opportunity to collaborate with a diverse range of clients. I am always open to connect with individuals, agencies or creative teams to discuss ideas, projects or just to grab a cup of coffee and connect. Please do not hesitate to contact me about my availability or to explore how we can work together in the future!

VISIT MY LINKEDIN

Creative Director

OpenMode.io
Europe

October 2023

Freelance Brand &
Concept Designer on SKII

ShopHouse Inc.
Remote, Singapore

August - September

Freelance Head of Design

UMA Institute
Amsterdam, NL

2020 - 2023

Freelance Senior Designer
on Nike

Hatter Agency
Amsterdam, NL

2023

Freelance Senior Brand
Designer on Adidas

TBWA/NEBOKO
Amsterdam, NL

2019 - 2022

Freelance Brand Designer

Pathwater
San Francisco, USA

2020

Freelance Senior Designer

72 &Sunny, GreenRoom, HarrimanSteel, Rosie Lee
Amsterdam, NL

2016 - 2020

Freelance Designer

Droga5, M&C Saatchi, Cheil,
Grey, Sapient Nitro, R/GA
London, UK

2013 - 2016

Freelance Brand Designer

Provenance.org
London, UK

2013 - 2016

Junior Digital Creative

Anomaly
London, UK

2012 - 2013

Event Photographer

Nikanika.com
Europe, NL / UK

2008 - 2013

Trend Watcher

YoungWorks
Amsterdam, NL

2008 - 2011

SELECTED WORKS

I really love the world of branding. A brand is so much more than just a logo. It’s a vibe! :) It is a personality. It is about how it feels, how it sounds, where does it show up and what does the font choice communicate? Branding is a perfect combination of logic and emotions. It is a science and a form of art.

Since I was a lil' art student I've dreamed of working for the worlds biggest brands. In the past decade I've had the pleasure working on: Adidas, Asics, Nike, JD Sports, Converse, Dr.Martens, Google, Ebay, Eastpack, AXE, Samsung, Sony, iTunes, Apple, Budweiser, Heineken, KFC, HSBC, RinseFM and many more..

If you can't beat them, join them..!
‍
There are a few moments in my life when I felt like our world was about to change. That time I could connect to the internet on my phone in the middle of the street, and.. when I used ChatGPT and Midjourney for the first time. By embracing new technologies such as AI, we as designers can generate new ideas faster, free up time and focus on more strategic and creative work.

Sometimes I wish I could be a struggling artist, but let's face it, bills need to be paid. As a brand designer, I love what I do, but there is just something alluring about the romanticised image of a poor, misunderstood artist in a tiny country-side cottage overlooking a foggy meadow. Maybe one day...

5/9

THINGS I’M INTO

Creativity is experimenting, learning, questioning, connecting, exploring, testing, failing and growing. Creativity is curiosity. I love to dive deep into different subject matters that trigger my interests. Everything brand related like strategy, brand archetypes, brand systems and colour theory - but also new software, technologies, 3D, AI, crypto, blockchain, sci-fi, spirituality, our galaxy, the universe and beyond! 👽 🌌

Thinking

Brand Strategy

Brand Archetypes

Conceptual Thinking

Creative Ideas

Consulting

Making

Brand Systems

Brand Identity

Brand Guidelines

Visual Concepting

Adobe Creative Cloud

Exploring

Cinema 4D

Midjourney

Chat GPT

Crypto & NFTs

The Matrix

WORD ON THE STREET

We loved the passion, creative and outside-the-box thinking that Rosa brought to our creative team. Her sense of design aesthetics was spot-on to what we asked her to create pushing the creative beyond what we had envisioned and often we embraced as the final concept. Well done Rosa!

Ali Orabi & Dexter Lee

CMO, Co-founder & Creative Director
Pathwater, San Francisco, USA

I know Rosa as a multi talented designer who really understands the brand, what it should look like and feel like. She understands our marketing needs and has great ideas about how to visualize those. She’s not afraid to learn something completely new and takes a deep dive into the specialist content learning platform we use. She’s a team player with great social skills and even though she’s a freelancer, she really feels like part of our UMA Family.

Jani van Loghem, MD PhD

Founder & Medical Director
‍UMA Institute, Amsterdam, NL

I have worked with Rosa ever since I started working independently. We have done many projects together and the latest was the brand identity for my pitch winning consultancy Tender Canvas. This is the fifth time Rosa delivered spot on work!

Bart Kokke

Founder
Tender Canvas, Amsterdam, NL

Rosa combines the essential ingredients of a good designer: genuinely listening, understanding the bigger picture, asking questions and challenging the answers, exploring different paths that lead to a design concept that is built to last. From building a new visual identity for a start-up to breathing new energy into existing brands - Rosa connects to the core of the brief and then delivers great work.

Jaap van Oirschot

Strategy Director & Founder
Mr. Fox, Amsterdam, NL

Rosa created our iconic flag logo, still flying strong 10 years later! She’s a genius of creative branding. Highly recommend working with her.

Jessi Baker

CEO & Founder
Provenance.org, London, UK

I am so grateful to Rosa. She is an incredibly gifted designer and artist. She took my vision of something deep and meaningful for the logo and birthed a timeless brand. She created something so beautiful and unique that has stood the test of time for 10 years. Like a good brand should. From the hand made font type in our wordmark, to the logos, packaging and label designs.

Shaundra Hyre

Founder
Tribu Spirit, Miami, USA

Rosa is an open minded, professional and intuitive brand designer. She gets what your imagination is visualising whilst you are struggling to communicate it, she will land there before you can even finish the sentence. Magic! It’s been a long term brand relationship with Rosa , she will BE there for you to help and expand your perspectives!

Neliana Fuenmayor

Founder & CEO
A Transparent Company, Ibiza, Spain

7/9

I’m
ROSA KOOLHOVEN

MY CREATIVE JOURNEY

You can't use up creativity. The more you use, the more you have.