Cross-platform storytelling and designing.

Soof’s Pieten requested a joyful brand identity that carries their story across film, stage, web, and social media.

Background

Reflecting the fun experience.

During the Dutch Sinterklaas holiday, Soof's Pieten offer house visits to sing, dance, celebrate, and open presents with kids. They requested a website that captured the same playful energy — where parents can book visits and kids can enjoy Pieten content.

My impact

It's all in the tone of voice.

The sitemap separated practical booking info for parents from entertaining content for kids. To match the real-life experience, I used a playful, informal tone with jokes and puns for both audiences. While their colorful branding suited the experience, I added a few extra colors to make it work for the web.

Cross-platform storytelling

New year, new identity.

For three years, Soof's Pieten have told stories through movies and musicals that continue across YouTube, TikTok, and Instagram. Each year, I’ve translated their ongoing stories into consistent, year-specific branding for social media, the website, and offline materials like movie posters, props, flyers, and playbills.

Online presence

Content creation.

The branding had to be applied across visual posts consistently, yet uniquely and creatively. Soof's Pieten bring the story to life by making lots of video content (for primary schools), which I have supported in by creating social media plannings and directing videos.

From digital to paper

An activity book.

As Soof's Pieten gained popularity online, they decided to create a tangible experience: a children’s activity book. The design process brought challenges, such as making both sides of a page usable when one needs to be cut, choosing age-appropriate language and games, and keeping the fold in mind.

New design challenge

Designing for kids.

Being used to designing for adults and (semi) formal settings, I found it an exciting challenge to create the right look & feel for a young audience. Instead of pixel perfection and defined brand guidelines, the focus shifted to imperfection, spontaneity, and creativity to spark children's imaginations.

Pursuing another passion

Movie & theater making.

Soof's Pieten created their own movie, followed by a musical sequel, and a second film is now in production. I have had the pleasure of contributing on screen, on set and behind the scenes. Interested in seeing the end result?

Client feedback.

For Stichting Soof’s Pieten, Design On is an amazing creative partner. For three years, we’ve relied on Julia’s talent and craftsmanship, and time and again she surprises us with beautiful designs, a recognizable and consistent style, and excellent communication. From the very beginning, Julia has helped build our brand, creating a unique look and feel that we’re absolutely thrilled with. No challenge is too big for her. From designing a colorful activity book and developing dynamic social media styles to creating a website that far exceeded our expectations. Design On ensures our brand always has clear and beautiful design wherever it appears.

Bram Pak

Co-founder

Next case study

Wikkies Hondentuigjes.

Rebranding

Offline communication

UX/UI consulting

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I am very interested to hear what you think, whether it’s about my previous projects, potential future projects, the opportunity to work together or even if you want to tell me about your favorite movie. I am already looking forward to reading your message!