From front-end developer to creative director. Meet Erik van Schalkwijk

Introducing you to one of our Dutch Digital Design curators. Our panel of creative experts who scout new digital and interactive work. Together they select the amazing cases you will find on our Dutch Digital Design website, and that are promoted on our social media channels - Instagram and LinkedIn - and other (international) media platforms like The Drum. This time we chatted with Erik van Schalkwijk - creative director at our partner agency Triple. From his internship at Triple to where he is now, and the inspiration he got from fellow Dutchman, Bas Ording and his work for Apple’s iOS keyboard.

Let’s meet Erik.

Erik van Schalkwijk. 41 years old. Born in Alkmaar.

‘It all started with my Intel 486 computer. I loved playing around on this, and gaming of course. I was intrigued by all the options, and the freedom to experiment.

I studied computer science for two years, but decided that this was too technical, and not enough creativity for my liking. It did not give me space to express myself. I was more interested in making the front-end more meaningful. So, Communication and Multimedia Design (CMD) hit my sweet spot. At the Amsterdam University of Applied Sciences (Hogeschool van Amsterdam). Here my interest in the field of interactive media began. A brand new subject.

During my studies I also had to do an internship. My primary school friend Ernst Tegel - now director of operations at Triple - already worked at Triple in Alkmaar, and the place sounded pretty cool. There were only 15 people at the time, but they were pioneers in my eyes: in the early 2000s they were masters at video streaming which was still relatively new then. A great example of this was MeOnTV. At the time Triple was the first to broadcast live from a mobile phone, and it was used by CNN to broadcast live from the World Mobile Congress. The phone cameras and connections at the time weren’t great, but it offered a visionary glimpse into the future of what was possible.

Because of the video-streaming expertise, they were also involved with Talpa - a Dutch media conglomerate. A big client for such a small agency.

They were true cowboys (in the positive sense) when it came to inventing/exploring gadgets that involved technology. Like soldering a SIM card so they could cycle around Alkmaar with a camera on their head to film everything that came on their path.

I loved it. So, I had no choice but to do an internship at Triple. The rest is history.

This pioneering spirit is still there, as well as the freedom to explore, discover and invent. One of the reasons I never left. I’ve grown with the company.

I love projects like the Max Verstappen brand, including the design of his logo but also his helmet. Triple moved Max into the digital realm. At Triple we see Max as a legendary athlete with a lifetime value. Together with Max, we developed his brand, website and app.

Also, as pioneers, Triple is a great space where start-ups are born - like Mobile Viewpoint - now part of Vislink, a global leader in live video and data communication solutions - and Beyond Sports - now an AI-based visualisation company that provides broadcasters, teams, clubs and brands with never before seen perspectives and views of real sports footage using player positionals as well as limb tracking data. Exciting stuff!

I started as a front-end developer who was very much into the technical side. Then I moved to being an interaction designer. That really became my focus. That focus is important. It is how you are able to learn the most and add value, in my opinion. Not by making your expertise too broad.

Now I'm a creative director. A very hands-on director as I still like to be involved in the technology and creation. However, I am also in a position to share my knowledge. Collaboration is key. With the team and with clients. I like this family-feel.’

A working day in the life of Erik van Schalkwijk

‘As mentioned, my days at Triple involve coaching the team, but I also still like getting my hands dirty and being involved in the practical work. I try to balance this.

My week starts with a stand-up session with the team. After that, it can be anything from working on existing clients on whatever is needed to bring their ideas come to life digitally (through design or a workshop), to exploring and creating opportunities for potential clients, and selling them on an idea or vision. Furthermore, I constantly think about how we can move beyond a client’s ask, and create further opportunities for them - blending UX, design and tech.

I’d say that I’m still involved in two to three days of hardcore designing. The remainder I am ‘thinking’ strategically, working on concepts and focusing on clients. In all of this I do my utmost to remain approachable and not sit in my ‘ivory tower’. I’m trying very hard to make the role of creative director my own. Luckily, at Triple we have a horizontal business structure, and there is no room for ivory towers or attitudes.’

What drives Erik

‘I challenge myself to always keep looking around, exploring new domains and tooling - like AI. This paradigm shift - a major change in how people think and get things done - is all around, and we should never stop exploring and inventing. That is the only way we can evolve in this fast changing world. An attitude that suits me well as I like to keep moving to avoid any bore-out.

With regards to my role as a creative director, my responsibility lies with ensuring and enabling a happy team, a team that flows. I don’t ever want to stand in the way of my team evolving and developing. I need to be the gate-keeper of all of that. I take this very seriously, but I need to watch that I don’t get too stuck in losing myself in work. There is life next to work, and my team needs to feel that too. As a human you need to decouple, reflect and integrate, in order to evolve.

And, of course, one of my main responsibilities is that our clients are happy, and that we are able to convince potential new clients of our ideas and vision.

My motto: life is learning, growing and occasionally disappearing down the rabbit hole. Going off-piste. Consciousness expansion to broaden your awareness/perception. And accepting change. Because change is a given.’

Inspired by Bas Ording

‘How amazing that our small country produces people like Bas Ording! Bas has truly inspired me at the start of my career, and still does - just by reminding myself what he has created.

Bas Ording worked as a User Interface Designer at Apple, and more recently at Tesla. Bas has been pivotal in making the iPhone accessible for all with the creation of the iOS keyboard. When he designed this, his approach was truly innovative: the interaction of this system and its usability. This was something else, and of such high quality. Everything about it was amazing, including the sounds, the clicks.

Bas studied at the HKU in Hilversum (University of the Arts Utrecht), and apparently visited Silicon Valley during a school trip. After his studies, he went for a chat at Apple to share his many ideas, but there were no jobs at the time. Still he got invited back for a second conversation, with Steve Jobs. And it was this Steve Jobs who insisted that Bas Ording took a job at Apple. This was in 1998.

In 2005 he was invited by Steve Jobs to collaborate in making the iPhone, the first mobile phone with a touch screen. And because of Bas Ording we now all know and use the iPhone iOS keyboard. Wow!

What Erik would do

• To be able to tell/sell a story well, you will need to be empathetic to a brand’s/ people’s/users’ pain points: really listen!
  
  
• Create focus! Know and set your boundaries. It is easy for a creative to be all over the place ;-)
  
  
• Keep challenging yourself to learn. Be flexible. Surround yourself with people who challenge you.
  
  
• Listen first, then ask questions.
  
  
• Don’t depend on others for your own success. Get sh*t done by yourself - but without losing touch with those you work with.
  
  
• Be yourself. Show and share who you really are. Be transparent.