Erick de Jong: creative director, one of our curators, Japanophile

Introducing you to one of our Dutch Digital Design curators. Our panel of creative experts who scout new digital and interactive work. Work that caught their eye, and - according to them - deserves to be in the spotlight. Together they select the amazing cases you will find on our Dutch Digital Design website, and that are promoted on our social media channels - Instagram and LinkedIn - and other (international) media platforms like The Drum. This month we talk with Erick de Jong. Creative director at Dutch digital agency Fonk (Dutch read) - based in Amsterdam and Cape Town (SA). Fonk is also one of our partner agencies. We chat with Erick about how he got to where he is now, what drives him and the digital platform precisionneuro.io by Amsterdam-based Numbered Studio.

From Amsterdam to Enschede and back again

Erick is a true Amsterdammer: he was born in Amsterdam, and also lives and works there now. Although he tells us that he is not tied to just one place. And he made several stopovers before he returned.

He started his first year at ArtEZ university of arts in Arnhem, but could not really find his mojo there. So he moved onto AKI ArtEZ in Enschede - a city in the East of the Netherlands. He did find his mojo there.

‘I loved the atmosphere there. An old chemistry lab converted into a college. This gave the place a special industrial vibe. The first person I met walking through the corridors was the Dutch designer Bas Kosters - the first to design a push chair for Bugaboo. A very colourful and inspiring person. I felt inspired there. Because you could be your own person, and be amongst others that felt exactly like that. There was a lot of freedom to find and create your own creative solutions.’

Erick graduated in visual communication, now called cross media design.

‘After my studies I went on to work for myself and started my own one-man studio called Native Tongues. I liked the idea of working independently. Looking for my own projects. Finding my own solutions for clients’ assignments. And keeping control. I was curious and also a little stubborn. But I soon realised that this wasn’t what I was really after. I missed people to bounce ideas off, and be inspired by.

So I felt very lucky to be starting a job at renowned Dutch design agency Koeweiden Postma - part of Dutch design history. As a student I read their book ‘in the end it’s all about love’ - about the work made by the Amsterdam-based studio of Koeweiden Postma. And now I was working there myself as a graphic designer. Their portfolio spanned from brand identities - including the one for the HEMA - to concert posters for De Doelen, a concert venue in Rotterdam. And much more. They mixed graphic design with advertising, and were great at this!

I then moved onto my first digital stint. At GRRR. From which I moved to the marketing department of G-Star. At this time, G-Star still designed everything inhouse - from retail materials to events. Digital was also becoming more and more important for them. When I was there, they launched their B2B platform as well as making their first steps onto the digital B2C e-commerce market. It was at G-Star I realised my affinity with digital, and that I loved the interactivity of it. However, I wanted to work on more than ‘just’ fashion: I missed the variety. This was fashion and great Dutch fashion, but what I was doing there was mainly for commercial purposes. And after four years I was missing the balance between commercial and cultural. I was ready to dive into a new world. Starting as senior designer at Mattmo where my work was 50% digital: a great mix between commercial and more socially engaged projects. For example, I worked on projects concerning circular economy. I stayed here for a few years and then life at Fonk began.’

Life at Fonk

‘Time for more responsibility. I started as a lead visual designer and am now a creative director.

There is a great culture at Fonk. A culture and way of working that matched with my personality, with my way of thinking and working. An instant click. Lots of freedom to express the way you are and think. Everything is teamwork. Everyone is heard and listened to. There is a great sense of empathy throughout the agency. Whether in Amsterdam or Cape Town. In that respect there are no borders. At both locations there is a same way of thinking. The same values resonate. It’s our common thread.’

What makes Erick tick

‘For me it is telling a compelling story - making it worthwhile. Telling the right story for that particular brand or product. This also what we do at Fonk. Using the technology and platform that is right to create and tell that story. Whether it is using music, animations or Augmented Reality (AR).

Why do I mention AR? For two reasons. I think we have only seen and used the tip of the iceberg with regards to this. Also, when using AR, I like the fact that you don’t take people completely out of their ‘real’ world. You’re augmenting their real world.

We are currently working on a self-initiated project using AR, encouraging parents/carers to read together with their kids. By using AR we are enriching an offline activity. Together they can act out the story - everyone has a part to play. And the human touch still plays a very important role: connecting and sharing with others.

We are collaborating with the Amsterdam University of Applied Sciences, and have also received a subsidy to further develop this project. This is what I love doing. Connecting people through telling a worthwhile story, with the right digital technologies. Not losing the human touch.’

Erick & Japan

‘Japan makes me tick too. A truly inspiring nation. Whether we’re talking films, design or animation. Once I realised that all my favourite films, games and design came from there, I had no other choice than to visit. I love their way of living. The philosophy behind their way of living. The Japanese designer Kenya Hara is a genius in my eyes, and I was very honoured to meet him. He is a master at observing people, truly sensing their thoughts and needs and designing accordingly.

Walking around Tokyo, you see a society with a stronger focus on the collective. And I feel this also shines through in the way they design.

I am currently studying Japanese, and am also trying to organise an exhibition with Kenya Hara here in the Netherlands. Next year I am planning to live in Tokyo for a month. Working on Fonk projects, while sharing a space and inspiration with local designers. I can’t wait to bring some new insights back to Amsterdam.

Precisionneuro.io

We asked Erick to share some Dutch digital work created by others. Work that stood out for him. He chose Precision. A digital platform created by Numbered Studio - raising awareness for a life-changing brain technology.

‘The subject fascinates me. The website created by Numbered Studio created intrigue. I wanted to find out more. I tried to put myself in the shoes of someone who needs this implanted in his/her brain. A scary prospect, but I think a site like this would help to calm my nerves. Beautifully made. I especially like the 3D animations showing how your brain works. Not just a flat, medical illustration, but an appealing and almost soothing animation. This is how the site feels overall.

The website gives you a look into what we can expect from using digital technologies like machine learning software in science. It is original, and right for the product, the client and the audience. It is telling a very compelling story. It is a great example of bringing science and digital technologies together. For this project it happens on two levels. It connects humans and digital technology in the most literal way possible, and uses a digital platform to communicate its launch.

I would love to work on a project like this. To work on projects that give insight into important, but sometimes difficult issues and subjects. Making it more accessible to all.’