JURJEN SEMEIJN

BRAND STRATEGY & CREATIVE DIRECTION for real.

I work at moments where the new needs to exist. 
a new brand. a new direction. a new audience. a new category.
Finding out, and making it work.

I work by answering three simple questions clients often ask themselves:

+ What is actually true here? 
+ What would work now? 
+ How do we make it real? 

How in the World?

Centraal Museum

Generative identity for a decentralized future.

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Red Bull

Field test into the limits of brand and institution.

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Nike Sportswear

To create something new, the old has to be taken apart. Working with Nike Sportswear, I took a jacket through staged destruction — burning, charring, dismantling — and documented the entire process up to the launch event in London. The final artifact was a one-to-one scale charred replica of the original jacket, displayed at the London launch and the New York flagship.

The documentation became the source for a Nike brand film and an interview about the philosophy behind the project.

Industry: Fashion
Services: Strategy

Nike Sportswear. The destruction project. 

Broken Circle/Spiral Hill

Generative identity for an artwork.

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