With a diploma from the The Royal Academy of Art (KABK) in The Hague (1994) under my belt, I gained experience as a designer at both large and small design agencies, including Edenspiekermann (90 employees), where we developed branding, positioning, and identity for corporate clients like NS, Randstad, ABN-AMRO, and Rabobank. In 1996, I created my first presentations for a sales pitch as part of Heineken’s repositioning.

That same year, I also launched my first website on sibren.nl. Back then, I spent my evenings learning 'web design' and scripting because the agency I worked with was yet to explore the internet, and the role of web designers didn’t exist yet.

After working at design agencies for about eight years, I became increasingly disillusioned; especially at larger agencies, everything became more bureaucratic and detached. Sometimes, only 20% of my design contributions and ideas actually reached the (end) client. And with the birth of my daughter, my nights got shorter, and my time more precious.

In 2006, I made the leap: quality time both at home and at work. By founding my own company, I could work more effectively and quickly tackle my clients’ problems and solutions alongside them. Around 2012, agile and online working proved to be highly effective and efficient, so I adopted it as my standard way of working. In 2015, I launched a proprietary marketing methodology that aligns well with my clients’ needs, which I have further developed over the years.