pro
Romario Dudok van Heel
Strategic Creative Director shaping culture.
New to Contra
Romario is ready for their next project!
You can feel when your brand is slowing you down.
Simple things start taking too much effort.
You rewrite the same message.
Small decisions become unclear.
The work is good, but never fully right.
So you keep tweaking.
Usually, that’s not a design issue.
It’s what happens when the business evolves, but the brand underneath never really did.
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Petal & Stem
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SIRKRIS
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This one started with a conversation about sound. About how certain periods just felt different. You can hear it instantly, not because it’s perfect, but because it has character. Today, you can make anything sound clean. But that doesn’t automatically give it feeling.
That’s the balance Next Movement is chasing.
A lot of their inspiration comes from specific moments in time: studios, gear, records that shaped how things used to sound.
To mirror that, I looked at design from those same eras. Not to copy it, but to understand its logic, the restraint, the structure, the intent behind it. From there, I combined it with a more contemporary approach. Something that feels precise and current, but still carries that sense of weight.
This is a short glimpse into that direction.
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Lyfe Cycle
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Messing around in Unicorn Studio, really fun.
https://unicorn.studio/remix/Ub4sGaVrPbQfWmYq5NZY
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Building a universe, not a brand.
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I recently led the design and direction of the Lyfe Cycle rebrand, in collaboration with Moxie Creatives (https://www.linkedin.com/company/moxiecreatives/).
A few frames offer a glimpse into the thinking behind the work.
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Motion exploration
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My work got featured by Creative Boom: https://www.creativeboom.com/inspiration/boom-brief-7-how-you-branded-petal-stem-a-florist-built-on-friendship/
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Milo Performance & Education
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Milo Performance & Education
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Showreel
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Most brands don’t fail in execution.
They fail in direction.
At NOTGOOD, we help founders make the decisions that actually shape a brand. Before it becomes expensive to fix.
Clarity first. Everything else follows.
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