From ape to reaching the exosphere: pushing boundaries with Exo Ape

Introducing you to one of our Dutch Digital Design partner agencies: putting them in the spotlight. Giving you a look behind the scenes. Sharing some Dutch digital design insights. Or telling you about something that they believe the world needs to know. This month we chatted with three blokes from the South of the Netherlands, the founders of Exo Ape - Robbert Schefman, Rob Smittenaar and Ronald Gijezen. About their 10th anniversary this month, perfectionism, the ultimate, unforgettable customer journey and, of course, the origin of their name.

Let’s meet Exo Ape

It all started about 20 years ago when Ronald and Robbert met at SintLucas creative art school in Eindhoven. Where they both studied multimedia design.

‘This is where we first met. After a few detours including both of us studying Communication and Multimedia Design (CMD) at different universities, we met for a beer back in late 2014 and the rest is history. The click was back straight away, and we still shared the passion for creating beautiful digital things. That passion was, and still is our glue.

We wanted to create unforgettable digital journeys. Stories and experiences that evoke emotion, make you feel something. We inspired each other, and our passion for creating work that literally and emotionally moved, was the start of our collaboration. With a bit of code and Flash, of course.’

Robbert was initially more focused on the graphic design aspect and Ronald was, and still is, the motion design-man.

‘Flash helped us by adding this movement. A layer of animation. It enabled us to create and take animated designs into a browser environment. Our studies in CMD definitely helped us take these steps. It gave us a peek into most aspects of multimedia design - from photography and videography to graphic design. All of this we could now bring together on the web, and helped us become the rounded agency that we are now.’

So, where does Rob fit in?

‘I also studied multimedia, loved a bit of Flash and all the opportunities that digital offered. But took a slightly different route to becoming part of Exo Ape.

I started off as a web designer in Roermond - a town in the Southern province of Limburg. However, my growing interest in development made me continue my career in Eindhoven as a creative developer at Gewest 13. Here I met Robbert. I was genuinely impressed with the work he created. I never lost track of his work and always felt that we were on the same page when it came to digital design. And every now and again I came in and helped out with some Exo Ape projects. Like the first version of the portfolio website for photographer Otto van den Toorn - back in 2018.

In 2020 I joined Robbert and Ronald officially, as co-owner and technical director of Exo Ape - after a long stint of (remote) freelance work at different places, including Superhero Cheesecake, Watson and Adoratorio. It was great to be back home, in the South of the Netherlands, and join these guys on their Exo Ape journey. Showing that great digital work can also be made here in the South.’

Being Exo* Ape

‘Our name - Exo Ape - is a reflection of who we are and what drives us. It combines two powerful elements:

Exo - representing the limitless potential we strive for. Constantly pushing boundaries, aiming higher and growing.

Ape - a nod to our origins, reminding us to stay connected to our roots and remain human in an increasingly digital world. It encourages us to be bold yet compassionate, humble yet proud - without the chest beating.

Exo Ape is our journey from ape to reaching the exosphere - through exploration, creativity and curiosity. It is our mantra, and perfectly describes us - emotionally and creatively. 

• Exploration: the drive to venture into the unknown, seek new opportunities and challenge the status quo
• Creativity: the power to innovate, think beyond limits and bring fresh ideas to life
• Curiosity: the relentless desire to learn, question and grow

This is also reflected in our logo: the Exo part is our technological and futuristic side, the ape our human side.

These values have been essential to progress. They are the foundation of our work, guiding us forward with purpose and vision. Because all three of us are perfectionists. We always set the bar high, and we want to keep growing. In size, but even more so in knowledge, expertise, technology and design - to create these unforgettable digital journeys. 

Also, in nature and the universe, things are always moving. That’s a great analogy for us: we are always moving - in creating experiences and the way we create things. Or in other words, the sky is not our limit.'

Perfectionism. Yay or nay.

‘A definite yay. Although we have, of course, throughout the years, also learned from the pitfall of perfectionism. We had to learn to be aware of our boundaries. However, being the perfectionists that we are, quality always comes first: we have a fine-tuned eye for detail. Refinement is key.

This also ensures that we never stop developing our skills and ways of looking at technology and the world. We work with precision, passion and pride. Combined with a healthy dose of never-ending curiosity.

That said, we also realise that we are a business and need to observe both our and our clients’ (commercial) boundaries. But this will never have a negative effect on our output. As said, quality always comes first.’

Unforgettable journeys start with a click

‘With our work we want to tell a story, and take you on a journey through a brand and/or company - by highlighting its uniqueness and values. We love making complex topics accessible and easy to understand - by digitally accompanying you on this journey. By creating impact through emotional triggers. That’s the way to make a brand or product memorable/unforgettable. By stimulating the senses and getting people to take action. This all starts by evoking emotion.

An example of this, is the work we have created for Amaterasu*. A truly unforgettable journey. For the user, but also for us as an agency. As the client gave us all the creative freedom which enabled us to digitally finetune and translate their vision, and to create a refined digital experience.

*the work created by Exo Ape for Amaterasu will soon be featured on our Dutch Digital Design channels - as chosen by our Dutch Digital Design curators. Watch this space!

What is our added value?

We always aim for perfection and creation of a unique experience that stands out - through emotion and refinement. We imagine ourselves in the mind of our client, in order to have the same feeling as they have about their brand and/or product. This enables us to translate this feeling, these values within the digital realm. Our digital translation. Digital experiences created by us together with our clients, spark conversation, inspire action and drive desirability.’

The Exo Ape journey

‘Throughout the years we have learnt that in order to stay close to what we believe in and create these unforgettable journeys, we ideally collaborate with clients who create refined brand experiences in the real world. We click with those clients because they understand the value of design, storytelling and craftsmanship.

We have also learnt about running a business. To be more considerate of each other through keeping lines of communication short. To talk and be transparent. To recognise each individual’s strengths. And we have learnt about balance - especially our work/life balance: to take a break when needed.’

What will the future bring?

‘We always want to be flexible and open to change. We see how the agency landscape is changing in this fast-changing world. We want to invest in people and help people develop their (digital) skills. Embrace technology. And continue working on unforgettable collaborations. But most of all, we want to make sure that we stay humble and true to ourselves - and never lose our human touch.’

Exo Ape tips

Robbert: ‘Stay curious. Keep on exploring. Share and show your curiosity. Your eye for detail.’

Rob: ‘Find your true self. Your designer signature. Make your mark and create stand out.’

Ronald: ‘Find that click with like-minded people, the ones who inspire, uplift and fuel creativity.’