SYSTEMgoods
CO-FOUNDER & BRAND DIRECTOR
SYSTEMgoods (before: SETUPindustries) was my first venture into branding.
It started while I was still working as a chef, when the urge to create began pulling. Together with one partner, I launched a webshop centered around lifestyle and aesthetics, and the project quickly grew beyond selling products into something closer to a fully built brand.
The identity itself was rooted in a concrete idea: a quiet resistance to the notion that everything has to keep running, keep producing, keep going. I translated that into a clean, controlled visual language, and developed the brand guides that carried that discipline across everything we made, including a series of logo renditions that let the mark shift and evolve without ever losing that same restraint. From there I designed clothing and art directed the photoshoots for our lookbooks and our coffee table book, while making sure every touchpoint stayed true to that same discipline, even where the content itself pushed against it.
What started as a creative outlet became a real exercise in building a brand from the ground up: concept, identity, guidelines, and the work that lived inside them. That same drive to build something from nothing later led me to launch SYSTEMradio, a platform spotlighting emerging DJs from Utrecht, born from wanting to prove I could carry a project from idea to execution entirely on my own.
Brandbook
Lookbooks
Coffee Table Book
To celebrate our five year anniversary, we wanted to dive into a personal passion project of ours: a coffee table art book.
The book started with a simple question: what happens when you take everything that shaped SYSTEMgoods and lay it out the way a brand would present its own guidelines. Not a scrapbook of memories, but a structured collection, the references we kept returning to, the culture we pulled from, and the original work we made along the way.
That idea of discipline came directly from SYSTEMgoods's own identity, built on clean, controlled branding as a quiet form of resistance against a system that never stops running. Carrying that same restraint into the book meant every spread - whether it held a fashion photograph, a logo study, or something further from what you'd expect - needed to follow the same structure without exception.
From there, the concept moved into an actual mockup. I designed the layout myself, working through grid, pacing and page rhythm until the book felt like something that could exist on a shelf, not just as an idea on a screen. What started as a strategic thought about order and resistance became a tangible object, one spread at a time.
SYSTEMradio
As a DJ myself, I knew firsthand how hard it was to find platforms that genuinely supported emerging talent, spaces where you could be featured without constantly having to prove yourself or push for recognition. That frustration became the starting point for SYSTEMradio.
During a minor in my bachelor's, I launched the platform to spotlight up-and-coming DJs from Utrecht. The idea stayed simple by design: DJs could record a mix from home, no studio visit required, and send it in to be featured. Everything beyond that was mine to build, from writing the copy for each release to creating the artwork that carried it, often shot on my own analog photography or made through collaborations with photographers I admired.
SYSTEMradio was never just a music platform. It was a creative outlet in its own right, one where sound and visuals met and where artists found a stage without unnecessary barriers in the way, and it was the first time I carried a project entirely on my own, from idea through to execution.
