https://www.understoodio.nl/blog daily 0.75 2026-10-20 https://www.understoodio.nl/blog/wat-is-brand-experience monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/3c49928d-408d-4c79-8043-f0ea1876691e/FARRAH_0725_AE_258.jpg INSIGHTS - Brand experience begint niet wanneer iemand klant wordt - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Brand experience begint niet wanneer iemand klant wordt - Farrah Ridderhof Brand Designer & Visual Director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/nieuwe-website-of-positioneringsprobleem monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/5105fe63-369d-42f0-8d41-88c54b289854/Digital+Devices+Mockup+Vol+4+Freebies.png INSIGHTS - Misschien heb je helemaal geen nieuwe website nodig - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Misschien heb je helemaal geen nieuwe website nodig - Farrah Ridderhof Brand Designer & Visual Director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/positionering-merkperceptie monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/1787668593072-SA5H40JC42OAT4MIPRZQ/unsplash-image-_d6kytLcWKE.jpg INSIGHTS - Wanneer je positionering klopt, maar je merk nog niet zo wordt waargenomen - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Wanneer je positionering klopt, maar je merk nog niet zo wordt waargenomen - Farrah Ridderhof Brand Designer & Visual Director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/herkenbaar-merk-bouwen monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Waarom sterke merken niet alleen een identiteit bouwen, maar een systeem van herkenning - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Waarom sterke merken niet alleen een identiteit bouwen, maar een systeem van herkenning - Farrah Ridderhof Brand Designer & Visual Director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/refferals-converteren-website-niet monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/ff117b79-b522-4569-9659-2dc00a078646/Digital+Devices+Mockup+Vol+4+Freebies_contcat.png INSIGHTS - Referrals converteren, maar je website niet. Dit is wat er waarschijnlijk ontbreekt. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Referrals converteren, maar je website niet. Dit is wat er waarschijnlijk ontbreekt. - Farrah Ridderhof Brand Designer & Visual director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/premium-merk-moeilijker-vergelijkbaar monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/1d3096ce-3eae-46b1-b766-63402e3eef06/FARRAH_0725_AE_34.jpg INSIGHTS - Je merk hoeft niet duurder te ogen, maar het moet moeilijker vergelijkbaar worden. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Je merk hoeft niet duurder te ogen, maar het moet moeilijker vergelijkbaar worden. - Farrah Ridderhof Brand Designer & Visual Director Vanuit mijn achtergrond in sociale psychologie en ruim negen jaar UX- en gebruikersonderzoek combineer ik merkstrategie, psychologie, UX en design om merken te bouwen die niet alleen sterk ogen, maar ook duidelijk worden begrepen en ervaren https://www.understoodio.nl/blog/4-fases-van-merkmismatch monthly 0.5 2026-08-25 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/1764612703922-9S5UAPLOU3MQDUKXDICH/unsplash-image-2bKHyFH_S7o.jpg INSIGHTS - Wanneer is je merk toe aan een rebrand? De 4 fases van merkmismatch - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/68ca872e-06e8-4068-b94b-68244b092762/Scherm%C2%ADafbeelding+2026-08-25+om+15.58.56.png INSIGHTS - Wanneer is je merk toe aan een rebrand? De 4 fases van merkmismatch - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/154a216b-e192-4e2c-8250-f41f7eb1e693/FARRAH_0725_AE_34.jpg INSIGHTS - Wanneer is je merk toe aan een rebrand? 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https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/b537ddbc-39f5-4dfb-8bb0-238eb0ddb6b2/download+%285%29.gif WORK - Anna Kalsbeek | Energetisch Expert (coming soon) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/944aada2-433f-4462-80bb-4c087ef7b67c/Into+Pieces+-+22%2Bx.png WORK - Anna Kalsbeek | Energetisch Expert (coming soon) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/fa69bba1-8ebb-42ee-bfc8-7e80db177f81/AK_PrimaireLogo_RGB_Parchment.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/94b80969-ae94-40f9-a38a-c6bb54930ee2/Anna+Kalsbeek++Brand+Book+2026++Concept.png WORK - Anna Kalsbeek | Energetisch Expert (coming soon) Branded Moodboard https://www.understoodio.nl/work/unfld monthly 0.5 2026-10-22 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/bfde7f6c-7c36-4475-97c1-746881da0ca5/Scherm%C2%ADafbeelding+2026-10-22+om+13.12.09.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/55a5cf9e-83bc-4536-8512-cb78bf7b27be/Scherm%C2%ADafbeelding+2026-10-22+om+13.19.10.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/260cbbf4-c4f9-4cc2-8af6-641679ad8f8b/Scherm%C2%ADafbeelding+2026-10-22+om+13.22.26.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/59e3b4d6-8f27-427b-bb03-a259402b8450/UNFLD+Colors.gif WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/e9b4ab79-576d-40f1-bcd3-275ab9482a88/UNFLD+Colors+%281%29.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/063c086d-e960-4f27-9de2-df7ddd988f8b/UNFLD+Colors+%282%29.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/880b2c0c-83ae-46b6-8d29-61d16ca71df9/UNFLD+Colors+%281%29.gif WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/49e01f81-ef46-4422-b167-aa0dad2253a2/20261008_110504.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/b7a4b719-ec01-460d-bc5e-d515ac7b0d8b/houseofframes-UNFLD-Amsterdam-preview-05.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/13dc5d43-22d0-4835-95a0-9098edd3e90c/houseofframes-UNFLD-Amsterdam-preview-12.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/bac4417f-13ee-4399-81ea-120267e1ec77/20261008_124614.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/d3d34174-2c57-41c6-bb6a-e4f90f916be0/Entree_Intopieces.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/f1ce4d70-8559-4ac6-a017-7e033e440fbf/Into+Pieces_submark_green.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/ff078125-b499-4239-89a1-355f63d584c7/UNFLD_Metal_Deboss_Exact_1080x1920.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/c70d08c2-848d-4fcf-afad-7938af877b17/houseofframes-UNFLD-Amsterdam-preview-34.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) - De WHY achter UNFLD Na meerdere blessures en jaren van herstel merkte Senai hoe versnipperd de begeleiding kan zijn: telkens werd een klacht behandeld, terwijl het grotere geheel buiten beeld bleef. Zo zag hij dat veel mensen tussen fysiotherapie en fitness in vallen: ze zijn niet geblesseerd genoeg om te stoppen, maar voelen zich ook niet sterk of fit genoeg om zomaar te gaan trainen. Vanuit die ervaring ontstond UNFLD: voor mensen die hun lichaam willen ondersteunen vóór pijn hen dwingt om stil te staan. Als vader van 3 kinderen werd voor Senai ook duidelijk dat een lichaam niet alleen je werk moet dragen, maar je ook energie moet geven voor het leven daarna. De strategische positionering zoekt daarmee ruimte tussen zorg die vaak reageert zodra klachten ontstaan en losse fitness- of wellnesservaringen. UNFLD wil mensen helpen eerder en structureler aandacht te geven aan hun lichaam. We shape the hour that changes the other twenty-three, vat die gedachte samen: de tijd die je in de studio doorbrengt, moet betekenis hebben voor de andere uren van je dag. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/b0bba31d-bc2e-4ad3-9738-33384e0ddcf8/Pilates_Intopieces.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) - Voortbouwen op de ruimtelijke visie Toen ik bij UNFLD aansloot, was het interieur al in ontwikkeling. De ruimtelijke richting, waaronder de sfeer, materialen en kleuren, is gerealiseerd door Marike Weysenfeld. Die visie vormde een belangrijk vertrekpunt voor de merkervaring. Mijn rol was om goed naar die basis en de briefing te kijken: wat vertelt de ruimte al over UNFLD, en hoe vertaal je dat naar een merk dat ook online, op social media en offline herkenbaar voelt? Ik bouwde voort op de bestaande richting en onderzocht hoe de identiteit kon aansluiten bij zowel de ruimte als de doelgroep, zonder het oorspronkelijke concept uit het oog te verliezen. Zo versterken interieur en merkidentiteit elkaar, terwijl ze ieder hun eigen rol houden binnen de totale brand experience. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/7b655cd1-da94-43b5-b0db-abe012a4fa6d/FREE-007-October-November_1.png WORK - UNFLD | Movement + Recovery Studio (launching early '27) - Van merkbelofte naar klantreis Een sterke merkervaring stopt niet bij de eerste klik. Daarom denk ik bij UNFLD ook mee over wat er daarna gebeurt: van iemands eerste kennismaking tot een bezoek aan de studio en de begeleiding die daarop volgt. Welke informatie heeft iemand nodig voordat die een keuze maakt? Wat gebeurt er na een inschrijving? En hoe zorgen we ervoor dat een assessment niet op zichzelf staat, maar past binnen een persoonlijker beeld van iemands beweging, herstel en voortgang? Daarbij gaat het niet alleen om wat de klant ziet. Ook intern moet duidelijk zijn wie een volgende stap oppakt en hoe inzichten tussen de verschillende experts worden gedeeld. Zo kunnen merkbelofte en service elkaar straks versterken. https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/45543c9b-f9c7-4074-a67f-e6eaaa362bbc/houseofframes-UNFLD-Amsterdam-preview-01.jpg WORK - UNFLD | Movement + Recovery Studio (launching early '27) https://www.understoodio.nl/work/annebeleppinga monthly 0.5 2026-06-04 https://www.understoodio.nl/work/sbgwebsite monthly 0.5 2026-08-20 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/57aad723-e73f-4fb1-bc97-56309266358b/Into+Pieces+-+06.png WORK - Solutions by Gabriëlla | One-page Website https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/d9ce4fed-5e1b-402b-bb76-c1898711d069/Into+Pieces+-+14.png WORK - Solutions by Gabriëlla | One-page Website https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/c1f77da5-8360-42cf-9a52-37d75d65918b/Solutions+By+Gabriella+_+Templates+Instagram+Feed+%281%29.gif WORK - Solutions by Gabriëlla | One-page Website https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/f0365f57-07c0-42b1-9b28-5d0f0bdfd79d/Solutions+By+Gabriella+_+Templates+Instagram+Feed+%282%29.gif WORK - Solutions by Gabriëlla | One-page Website https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/69e8cbd8-687f-4116-b638-bfd88a3d97a3/SG_Submark_RGB_EnchantedEve.png https://www.understoodio.nl/work/limasdiemen monthly 0.5 2026-08-10 https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/10d8200a-97d2-4eb7-9f85-023c9d9bad25/20250510_135439.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Matcha & koffiebeker sticker https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/2fec0648-62ec-49b7-a194-245c0203eaf0/20250510_140444.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Menukaart ontwerp https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/c32cff96-a630-4a61-96a0-db64886c16cc/20250510_135537.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Limas Large Eyecatcher Sticker https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/c88dbc22-6572-4595-8b39-b523baae421e/20250510_142445.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Sticker met slogan https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/ace43007-18a2-4027-aba4-5254c3f6c17a/20250426_104612.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Stempelkaarten https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/8c39a3f2-f2ef-4d9a-a4cf-99c2c63217c2/20250516_115506.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Vetvrij papier https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/c845cd69-2beb-4d97-bdae-38a95a6182b6/20250510_133859.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Sticker met primaire logo https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/4019a791-5b14-4e58-ac20-d704ec0fd493/20250510_140340.jpg WORK - Lima's | Rebranding 2026 (Juli launch) Menukaart ontwerp voorkant https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/b560ddca-e4de-4108-90fc-85469c3d1c4a/4.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/ad7b9641-250b-4659-ba95-6dfe8b784926/5.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/9f3135f7-e99b-4dfc-a02a-f925644532d0/15.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/efb02180-b7c5-40ad-a927-987706b0fdd4/19.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/6c9850e3-d6a6-42b8-b1a8-3a640544148f/3.png https://images.squarespace-cdn.com/content/v1/654b40aa303f130560e2ad51/90c37c13-33b1-4e7a-9605-735f52eec13b/6.png https://www.understoodio.nl/work/mondzorgsole monthly 0.5 2026-09-27