How Art Direction & Digital Design Transformed bas’ Creative Approach

Hi BAS! who are you and what do you do? 

Hey! I'm Bas, a Dutchie currently living in Leiden, with my partner and our two children. 

I work at NorthC Datacenters, which is active in The Netherlands, Germany and Switzerland. My daily job is focussed on brand, content, and everything creative. What that really means is that I spend my days at the crossroads of storytelling, design, and visual strategy, figuring out how to make complex, often technical topics feel human and accessible. 

You recently took "Art Direction & Digital Design". What made you choose this course? 

I was seeking a way to enhance my creative thinking and art direction skills, particularly when it comes to working across various media, such as digital campaigns and branding. This course sounded like a fantastic opportunity to gain fresh insights and take my visual communication skills to the next level.

What did you take away from the course?

I learned so much from this course! It really helped me develop a more organised approach to thinking about conception, pitching, and storytelling. I'm now more intentional with my creative choices, whether it's picking the right typography or finding the perfect tone of voice.

What was it like having LINNEA GIDELÖF as your instructor?

Linnea was absolutely amazing. She knows her stuff as an experienced Art Director and has such a calm, clear energy that makes the class enjoyable. She encouraged us to think creatively while still focusing on the course's strategic objectives. The personal feedback she gave was so insightful and helped me improve my performance at work right away.

What did you find the most fun or valuable during the course? 

The best part of my experience has definitely been my classmates! They are absolutely amazing and show the kind of work that I really hope to reach someday. Coming from totally different professional backgrounds, gave a lot of fresh perspectives. I've also loved how the assignments built on each other. The briefs were fun and relatable, and the peer feedback sessions introduced me to fresh ideas about my work. Honestly, being surrounded by such a creative group of people from different backgrounds is inspiring. After 20 years in various creative jobs, I truly feel like I've finally found my peers.

Have you been able to apply what you learned? 

I'm really excited about how my projects are coming together. I feel like I have a clearer vision and a more diverse creative toolbox to work with. When I chat with a design studio about concepts or brainstorm ideas with a videographer, I feel much more confident in suggesting bolder ideas, thanks to the knowledge I've gained. 

What does a typical day at work look like for you?

No two days are alike, but they usually kick off with plenty of coffee and school drop-offs. After that, I jump into a fun mix of strategy sessions, content planning, and creative reviews. I also get to host brand workshops for our new teammates every month. It's a busy pace, but I love the teamwork and the excitement; there's never a dull moment!

What’s the best part of your job?

I really love that we can shape how people see and experience our brand. It's all about turning complex technical topics into relatable stories that everyone can understand and appreciate. 

And the challenges?

It's really exciting to work on bringing consistency across all our channels and to collaborate with everyone involved while keeping things fresh and engaging. It can be a bit challenging to balance our creative ideas with timelines, budgets and beyond borders. Still, our team is doing an amazing job working together. I feel really lucky to work alongside such fantastic colleagues.

Where do you find inspiration?

I find inspiration all around me. From books, to paintings to a stroll along the canals. But also, like many people, I'm really excited about how quickly AI is evolving. I love experimenting with different tools, prompts, and visuals. It's incredible to see how fast things are progressing.

Do you have a career tip you’d like to share?

Don't wait for someone to give you the thumbs up to create something extraordinary! The best ideas often come when you're already in action. Keep your curiosity alive, be open to feedback, and surround yourself with a friendly, creative community for helpful insights. 

What would you say to someone considering taking this course?

Go for it! Investing in yourself is always a wise choice. Whether you're a designer ready to take on a bigger creative role or a strategist looking to sharpen your visual skills, this is the perfect opportunity. You'll come out of it feeling more confident, inspired, and ready to lead creative projects. You've got this!