Each month we introduce you to one of our partner agencies in Partner 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 talk with Arno Wolterman - creative director and partner - and Ferdy Pullens - lead designer - from IN10. IN10 is a design and innovation agency based in Rotterdam. Their daily mantra: Let’s design for positive change. The subject of our conversation. What it means to them. How it affects the way they work and the clients they work with.
A brief introduction
Ferdy has worked at IN10 since 2020, and was previously at digital agencies Fabrique and Momkai. He believes that design needs to do more than just have an aesthetic value. This is intrinsic to him as a designer. A design needs to be relevant. It needs to make things better. His approach is holistic - from strategy to development. Always wanting to tell a complete story. Ferdy studied digital design at the University of Applied Sciences in Utrecht and graphic design at the Academy of Art and Design St. Joost in Den Bosch. Giving him the tools to combine both worlds of art and innovative technology in his day-to-day work.
Arno is one of the founders of IN10 which they started in 1999. At the time one of the first agencies to focus on helping brands make their first steps towards a digital transformation: a solid digital strategy always the basis in order to connect people and brands in a relevant way. Arno provides a creative vision that lives and breathes positive change - something he truly believes in. Both at work and at home. He studied design, including design management. The principles of which he still applies in his role today - looking at all perspectives of design that lead to innovation. Optimising all touchpoints and processes in order to create a customer journey that is human-centred and holistic. Arno is all about solution-focused, positive thinking.
Positive change as a rule
‘Positive change is all about wanting to do good for humankind and our planet. The world and all its inhabitants face so many challenges nowadays. We - humans and businesses - must do more to help solve these challenges, and approach things differently. From healthier and more sustainable living to a more inclusive and diverse society.
We, at IN10, want to trigger change. This is something that is intrinsic with us as an agency. It is time to start acting as we are supposed to. The way we currently live is not sustainable, or normal for that matter. We live in a society of excess. Our focus is to contribute to changing society to a society that is healthier in every sense of the word. Whether we’re talking about a healthier lifestyle through sports and food, making the world more accessible for all, or making sure our planet is still a happy and healthy place to live for generations to come.
Change needs to happen. This also means changing our norms.’
Positive change for your brand
‘We want to help clients and brands make a positive change - big or small. Inspire them to look at their brand differently, and possibly make it more relevant in today’s world.
As an agency we welcome everyone who wants to be part of this change. Clients and talent.
Together we look for solutions that could make things better. We are not just in it to make things look beautiful: they need to be truly beautiful and relevant for both brand and user. We want to help and guide clients to focus on their moral compass, and translate this into tangible customer experiences that are relevant to the customer but also the brand.
For most companies, positive change is already an important point on their agenda. For example, a growing number of companies are becoming certified B corporations. Meaning they are doing more than just making a profit. They prioritise people and our planet in everything they do. At IN10, we want to help them with this, and, at the same time, help them connect their brand with their customers.
In the end, a brand, a business, a person can only contribute to positive change in a credible way if they truly believe this is the way forward. It needs to be intrinsic to their brand, their way of doing business and way of living. That is what makes positive change happen.
Of course, there will also need to be a healthy balance between a brand’s commercial purpose and its desire for positive change. However, we feel that this can be a win-win situation. Creating a customer journey and end product that has more relevance to its user will create a healthier brand - both commercially and image-wise.
You need to start somewhere, and every little step helps. To start thinking about positive change and how this could positively affect your brand, but also the world, is a step in the right direction - for both business and society.’
Positive change at IN10
‘Naturally, IN10 is a great place to work. Hierarchy doesn’t exist here. And we have a fantastic bunch of clients.
But how do we make positive change happen within the agency? It just happens. It is intrinsic to our team spirit - through our work and agency culture. It is something we all believe in. This is what makes us tick. You could almost say that we do not even have to think about it. We simply embrace it. It is part of our DNA - on a personal and work level.
Every project we work on, we collaboratively think how we can make it relevant to the end user, the brand and, ultimately, the world.
We also look at the way we work with an open and positive attitude. Already prior to the COVID-19 pandemic, we realised that a more flexible way of working was the way forward. Activity-based working recognises that people perform different activities in their day-to-day work. Therefore, they need a variety of work settings to carry out these activities effectively. This means that, at IN10, you decide whether you need to be present at the agency, or you need to be at home - or even your holiday home - in order to be more focused. Whatever makes you more productive and inspired.
This creates mutual trust, and encourages people to give their best.’
IN10: a Dutch Digital Design partner agency
‘Dutch culture - though famous for its openness - is often described as ‘doe maar gewoon, dan doe je al gek genoeg’. Or in English: ‘just act normal please, that’s crazy enough for us.’ This is the Dutch way of being modest: not necessarily wanting to be in the spotlight.
We feel it is time to put Dutch digital design agencies in the spotlight. To share our way of thinking, our digital strategies and technologies. Dutch Digital Design is a great platform for this. It gives potential clients and customers easy access to a group of creative, digital peers that you can trust and rely on to create great digital experiences.
Dutch Digital Design is a portal to amazing Dutch digital design.’