'Design is optimism in action'

I’m Martijn Hinfelaar, a Digital Design Director & Strategist based in Amsterdam with over 20 years of experience in digital product design, UX, and brand identity. I’m passionate about using design to solve real problems and create products people love. For me, design is about more than just looks—it’s a way to drive change and fuel innovation.

Whether it’s hands-on design or collaborating on strategy, I’m focused on keeping things practical, creative, and aligned with our goals.

"Design is optimism in action," as Bruce Mau put it. This belief drives everything I do—using design to inspire change, solve problems, and create meaningful experiences.

My Approach: 5 Core Principles

• Understanding problems together
  ‍We start by deeply exploring your challenges, working together to uncover the best solutions.
• Seeing the full picture
  I look at the entire problem, ensuring a complete experience from identifying the challenge to refining the solution.
• Strategic partnership
  The best ideas come from collaboration; I work together with all stakeholders to ensure our solutions meet our business objectives
• Bringing fresh ideas
  ‍I love innovation. By working with you early, I bring new ideas and creative thinking to the table.
• Focused on solutions
  ‍I am dedicated to solving problems and delivering practical solutions that meet your needs.