https://simonvanoldenbeek.nl
2026-03-03T10:59:22+00:00
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https://simonvanoldenbeek.nl/info
2026-03-12T10:15:16+00:00
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https://simonvanoldenbeek.nl/home-button
2025-11-07T12:16:59+00:00
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https://simonvanoldenbeek.nl/nav-at-bottom
2026-03-03T10:59:38+00:00
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https://simonvanoldenbeek.nl/stellar-development
2025-11-07T12:16:59+00:00
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<a href="https://www.stellardevelopment.eu/" target="_blank">Stellar Development</a> operates as a network of personalities and specialists. These ”stars” collectively develop premium destinations. The brand identity is designed to reflect this philosophy, visualized by a series of dots representing each specialist involved.
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Branded collectables.
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Each destination is accompanied by its own book, in which every specialist explains her/his contribution to the four brand pillars.
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<a href="https://www.stellardevelopment.eu/" target="_blank">Stellar Development</a> is set out to change the current landscape of logistics real estate by developing destinations that contextually connect Nature, Architecture, Technology, and Functionality.
https://freight.cargo.site/t/original/i/U1821043683387757004554507615526/Snapinsta.app_video_F64A5247EB8D5CED458F17851F72039B_video_dashinit.mp4
Listen to our podcast to get the full story.
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Transforming the sprinkler tank into a large insect hotel at <a href="https://www.stellardevelopment.eu/destinations/hydra-utrecht" target="_blank">Hydra Utrecht</a>.
https://freight.cargo.site/t/original/i/L1822523797153182479282343214374/Screenshot-2024-06-14-at-14.11.57.png
The 1900 m2 roof garden at <a href="https://www.stellardevelopment.eu/destinations/virgo-aalsmeer" target="_blank">Virgo Aalsmeer</a>.
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The entre at <a href="https://www.stellardevelopment.eu/destinations/ara-almelo" target="_blank">Ara Almelo</a>.
https://freight.cargo.site/t/original/i/R2480631373034782773526714875174/we-operate-2025.mp4
<a href="https://www.stellardevelopment.eu/" target="_blank">Stellar Development</a> operates as a network of personalities and specialists. These ”stars” collectively develop premium destinations. The brand identity is designed to reflect this philosophy, visualized by a series of dots representing each specialist involved.
https://freight.cargo.site/t/original/i/G2480636127812194980679610760486/Screenshot-2025-08-01-at-12.18.49.png
Read <a href="https://www.stellardevelopment.eu/discoveries-insights" target="_blank">these</a> continuous content series with all the stars involved.
https://simonvanoldenbeek.nl/ace-tate
2025-11-07T12:16:59+00:00
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Through a collaborative process, together with Build in Amsterdam, and key figures within Ace & Tate, we refined Ace & Tate’s brand positioning, which was defined and designed around their mantra: Bold Views. Responsible Actions. Nice Eyewear, too. <i>Take another look.</i>
https://freight.cargo.site/t/original/i/F1822590176470459637944164777254/289862-cover.jpg
With Build in Amsterdam, we kick-started our partnership by hosting a design sprint with a core team at Ace & Tate. Here we defined the brief + concept for the revamp of their very first flagship store. Which we used for envisioning their digital flagship store.
https://freight.cargo.site/t/original/i/Y1822599097112979499072521207078/Snapinsta.app_video_An9VkOLd-3BM8uf3Y2aOiaBZJ-2lUlW2JCZPj6mbz-GS06OWErX4p-IT2PVtj83d4yD-kGCBzBO_hdWbzN2pyA.mp4
With Build in Amsterdam, we designed Ace & Tate's North Star e-commerce platform. Where familiar physical patterns blend into an adaptive interface. With a smart menu based on tabs, navigating the virtual storefront has never been easier or more intuitive. Inviting visitors to take another look.
https://freight.cargo.site/t/original/i/U1822609577575284744933143182630/Screenshot-2024-06-14-at-15.30.38.png
Ace & Tate flagship store, on the Van Woustraat 67, Amsterdam.
https://freight.cargo.site/t/original/i/I1822622036340211431700918664486/logoanimation_v2_black-1.gif
Through a collaborative process, together with Build in Amsterdam, and key figures within Ace & Tate, we refined Ace & Tate’s brand positioning, which was defined and designed around their mantra: Bold Views. Responsible Actions. Nice Eyewear, too. <i>Take another look.</i>
https://freight.cargo.site/t/original/i/L1822630209373087473528567201062/vision-statement.jpg
<span class="button-11">Visit Ace & Tate’s Vision Statement.</span>
https://freight.cargo.site/t/original/i/D1822639164474125264346366049574/video-preview_s.mov
To recruit the right opticians, and to emphasize Ace & Tate's professional medical side, we documented some of their opticians and asked them to talk about their views. This all came together in Ace & Tate's Vision Statement.
https://freight.cargo.site/t/original/i/I1822651400033448659228566977830/Screenshot-2024-06-14-at-16.08.26.png
https://freight.cargo.site/t/original/i/S1822653869701991991537046879526/Snapinsta.app_video_An85HKLle8zr7-qkhgEl4LHn6CfHffJrh8yjXnM6W_gdBCmmrN1SLIfilrlvuwBqgKnP3qLZG5OcZV1l5DgM7DbZ.mp4
To ensure cohesive brand communication across channels, we developed a fun and smart design language called Opto. Opto weaves a red thread throughout Ace & Tate identity, and effortlessly merges their physical & digital presence, ensuring a unified brand experience.
https://simonvanoldenbeek.nl/aiconic
2025-11-07T12:16:59+00:00
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Branding intelligence
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https://simonvanoldenbeek.nl/klabu
2025-11-07T12:16:59+00:00
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https://simonvanoldenbeek.nl/red-company
2025-11-07T12:16:59+00:00
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https://simonvanoldenbeek.nl/think-district
2025-11-07T12:16:59+00:00
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Developing the name + brand narrative for a new district in the City of Amsterdam. Assigned by RED Company & Powerhouse Company, in collaboration with Build in Amsterdam & George&Harrison.
https://freight.cargo.site/t/original/i/N1822485011859196580896045235494/TD.png
Developing the name + brand narrative for a new district in the City of Amsterdam. Assigned by RED Company & Powerhouse Company, in collaboration with Build in Amsterdam & George&Harrison.
https://freight.cargo.site/t/original/i/R1822497205027902094393696550182/Group-845079650.png
Defining the fundamental design and development principles, which significantly influence how people live, work, and wander in the future.<br />
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Evolving the IBM-focussed narrative, into a brand positioning that serves Amsterdam as a whole.
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<a class="button-12" href="https://www.thinkdistrict.nl/" target="_blank">Visit Think District</a>
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In the Schinkelkwartier in Amsterdam, RED Company will develop the Think District: an innovative, sustainable new neighbourhood where inclusive living and working are in balance with nature.
https://simonvanoldenbeek.nl/cwye
2025-11-07T12:16:59+00:00
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<br />
As an entrepreneur, I've started, ended, and failed various businesses. The one I'm most proud of, is our food label <a href="https://www.instagram.com/celebratewhatyoueat/" target="_blank">Celebrate What You Eat</a>. <br /><br />
With CWYE, we believe the way food connects people and how flavors can favor your vibe, is something to be celebrated. We brought this belief to life through products, events, collabs and parties.<br />
https://freight.cargo.site/t/original/i/A1823752422343027143255767874854/CWYE---logo-met-url.png
<br />
As an entrepreneur, I've started, ended, and failed various businesses. The one I'm most proud of, is our food label <a href="https://www.instagram.com/celebratewhatyoueat/" target="_blank">Celebrate What You Eat</a>. <br /><br />
With CWYE, we believe the way food connects people and how flavors can favor your vibe, is something to be celebrated. We brought this belief to life through products, events, collabs and parties.<br />
https://freight.cargo.site/t/original/i/C1823760419467751698189132201254/Let-s-Salsa---all-four.jpg
There was Let’s Salsa, a series of hot sauces where “hot” wasn't about “burn”, but about touching you and your food in activating ways.<br />
<br />
These hot sauces & syrups were flavor-focused, optimistically piquant, and positively addictive. The type of hot that made your food dance.
https://freight.cargo.site/t/original/i/Z1823761484730328466768318922022/Three-is-a-crowd---square.jpg
There was GinMayo & GinChup, unique, award-winning cocktail sauces with 2% alcohol that were made to make you celebrate what you eat. Made in collaboration with the iconic Zaanse and Bobbys Dry Gin.
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And there was Jean Cidre, a “Brut Breton Biologique” which was made to celebrate French summers all year round. This cidre was signed by its rich taste made from a well-balanced proportion of sweet, bittersweet, and acidulous apples. All from certified organic farming.
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https://freight.cargo.site/t/original/i/B1823788053852518991741154721062/DUO-Giftpack-stop-motion.mp4
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We started the label in 2019 but by the beginning of 2023, we were forced to close shop since we had to deal with some serious setbacks due to various price increases from our producers. Which made it impossible to build a healthy business.
https://freight.cargo.site/t/original/i/B1835369971633787675238022216998/One of Those Summer Days...
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We made our trade to make you celebrate what you eat. All the products made shared the following values; Celebrative by Nature. Obviously Well-Made. Surprisingly Good Tastes.<br />
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Our warehouse was a lively place where our brands came to life. It wasn't just used for storage. We built in a studio and had our own little shop. It was a secret sandwich shop, we hosted speak-easy dinners, and whatnot!
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https://simonvanoldenbeek.nl/flying-papers-1
2025-11-07T12:16:59+00:00
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https://simonvanoldenbeek.nl/archive
2025-11-07T12:16:59+00:00
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https://freight.cargo.site/t/original/i/D1830673331718072988313391955238/THE BEST OF KOREAN FOOD IN LA FROM ICE SOUP TO GEODUCK | FTD
Chateau Amsterdam, located in a 1288m2 former machine factory in Amsterdam Noord, opened at the end of 2016. We started as a creative powerhouse, where we were hosting events, diners, listening sessions and offered housing to agencies, start-ups, and a winery. It was originally initiated by Festina Amsterdam, where I was Strategy Director. Soon the winery took over the whole place and I had to wander for two months to recover from this adventure. I sure can tell you more about that over a glass of wine...
https://freight.cargo.site/t/original/i/F1830730294249201679354756824358/Nike-Take-Mokum.mp4
In <b>2011</b>, we unleashed the running movement in Amsterdam, with an actual runhouse, designed by ...,staat. A daily programming that connected the community with influencers (avant la lettre), an outdoor campaign, and a branded social tool, done with Boondoggle and Random Studios, we turned the back-then boring sport of running into something you people wanted to queue up for. And we we were awarded with a Webby Award, which to me, was quite a big thing!
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Between <b>2012</b> and <b>2016</b>, I collected stuff on technology that connected to the human sense. It started from an interest in the humanization of technology, and the ever smarter becoming web. Scrolling through it today shows how quickly or slowly innovation evolves. You decide.
https://freight.cargo.site/t/original/i/S1835151631838860576474155679014/Screenshot-2024-06-22-at-12.22.41.png
In <b>2011</b>, we unleashed the running movement in Amsterdam, with an actual runhouse, designed by ...,staat. A daily programming that connected the community with influencers (avant la lettre), an outdoor campaign, and a branded social tool, done with Boondoggle and Random Studios, we turned the back-then boring sport of running into something you people wanted to queue up for. And we we were awarded with a Webby Award, which to me, was quite a big thing!
https://freight.cargo.site/t/original/i/V1835159103268272518832718052646/Screenshot-2024-06-22-at-12.29.04.png
This thought piece, written end of <b>2013</b>, got me writing on a more regular basis. And still steers my act(ion) on social media.
https://freight.cargo.site/t/original/i/K1835168581611205960421948488998/Ribs Island
Outside my interests in strategy, tech, and branding there is always this other passion; <a href="cwye" rel="history">food</a>. To celebrate this, I together with my friends from Mossel & Gin, set up Ribs Island in <b>2015</b>. A sacred place where Bahawaiian pork ribs are slowly cooked over an open fire, put on a Surinam bun, and splashed with homemade sambal and pickled onions. That sure was great fun during Amsterdam's finest food festival; De Rollende Keukens!
https://freight.cargo.site/t/original/i/Y1835179832594011165130541464870/Meet CityHub
Sometimes you get the chance to work on projects that stick with you. Cityhub was that kinda project for me. In <b>2015</b>, together with Festina Amsterdam, I developed the brand positioning for CityHub. Outside of doing the brand strategy I've been heavily involved in setting up various partnerships, the web/app development and building the PR strategy. A great project to work on!
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In <b>2018</b>, I participated in a YourLab retreat for the first time. Back then, I got asked to write a piece about my experiences which I, to date, still enjoy and live by.
https://freight.cargo.site/t/original/i/A1835197189080169886226528304422/TQ - A label for growth
Back in <b>2016</b>, I worked with Pup Creative Agency to do the naming, branding, and positioning for TQ. A curated tech space founded by The Next Web and Google. A label for growth.
https://freight.cargo.site/t/original/i/G2186197729807354189577968647462/chateau-amsterdam---web.mov
Chateau Amsterdam, located in a 1288m2 former machine factory in Amsterdam Noord, opened at the end of 2016. We started as a creative powerhouse, where we were hosting events, diners, listening sessions and offered housing to agencies, start-ups, and a winery. It was originally initiated by Festina Amsterdam, where I was Strategy Director. Soon the winery took over the whole place and I had to wander for two months to recover from this adventure. I sure can tell you more about that over a glass of wine...
https://freight.cargo.site/t/original/i/O2201643921251158828594597428518/stopmotion-Wifi-to-go.mp4
Back in 2017, when WiFi was not widely available, and roaming charges were sky-high for tourists, I teamed up with T-Mobile (now Odido) and started WiFi To Go. A service that I then sold to various hotels and hostels in Amsterdam. That was fun!