From Freelance to Studio Founder: My Advertising Journey
CLIENT
Studio Medlab
ROLE
Founder
While studying Art Direction in Amsterdam, I started freelancing, which eventually grew into my own creative studio, Studio Medlab. Over ten years the studio worked for clients across multiple industries, shaping my multidisciplinary approach to design, digital media, and creative problem solving.
Prelude
During my studies in Art Direction at the JUNIOR ACADEMY in Amsterdam, I started to do freelancing on the side. This grew to becoming a steady stream of income that when I finished my studies in 2009, I could make a living out of this.
It was around that time that the digital world started to evolve, becoming a large part of our everyday lives and I was evolving with it. My work grew from DTP and graphic design to being asked to make animations, online banners and web design.
Simple requests for designing a logo or creating stationary started to include larger projects such as creating a new website, supporting animations and social media campaigns.
As the assignments grew so did my company. First with interns followed by employees. We became a crazy, creative bunch with our own studio. It was situated in an old factory and still featured old industrial ornaments. It was more a home away from home than an office. We called it Studio Medlab.
Progression true variation
We had clients in fashion, the underground techno scene, but also software companies and home care providers. The spectrum of our clientele was wide which allowed us to cross-pollinate our creativity. The inspiration we found in one sector we could remix with a twist when creating for another sector.
After ten years of working for myself, I decided to stop my work with Studio Medlab. Running my own company started to make me feel less like a creative and more like an account manager or an HR person, something I never aspired to be.
Looking back, I can see how work for myself, the freedom to grow and explore my creativity has shaped the way I think and work today and what allows me to bring a holistic approach to my work.