Hoekk

The Hoekk project gave new life to a furniture concept shown years earlier at Dutch Design Week. I developed a contemporary brand identity to relaunch this innovative modular furniture system.

I came up with “Hoekk” as a recognisably Dutch name that refers to the corner pieces at the heart of the design. The minimal wordmark has a square element at the top right. It refers to the modular nature of the furniture and forms a recognisable sign in every application.

To show the many configurations of the furniture, I modelled the full collection digitally in 3D. The visualisations show the flexibility of the system, beyond the existing physical prototypes. This approach made a consistent presentation possible across all brand expressions.

The visual identity uses a refined palette of black, white and wood tones that emphasises the clean lines and puts the product centre stage. The supporting typography combines function with subtle character, matching the practical and aesthetic qualities of the furniture.

Among other things I developed a grid-based product catalogue, promotional material highlighting the modular benefits and a website design with interactive 3D models. The project shows how I bring concepts back to life through strategic brand development and use technical skills for specific communication challenges.