Introducing Morrow: change for good, hear the youth

In this interview, we shine a light on one of our Dutch Digital Design partners: offering a behind-the-scenes look, sharing Dutch digital design insights, or highlighting something they feel the world should know. This month, we spoke with Marten de Jongh – creative director and founder – of Rotterdam-based boutique design agency Morrow (Part of Handpicked). He shares why creators and brands should listen to the younger generation and why Morrow made this their mantra: 'Change for good. Hear the youth.'

An introduction

'In 2013, I co-founded Morrow with the ambition to be one of the first design studios to combine strategic thinking with design. At the time, this was a unique selling point, but now it has become standard in the industry. This pushed us to rethink how we could stand out and define our identity as an agency.

The turning point came when we asked ourselves, ‘What really excites us?’ The answer: working with young people. We evolved into a design agency focused on youth. Exploring how brands can connect with them – not just by listening but by collaborating closely. We operate at the intersection of culture, societal issues and commerce - with a penchant for street culture.'

What’s in a name?

Oxford English Dictionary: Morrow
Now chiefly literary, archaic, and regional. Olde English.
noun (& adverb): The following day; the day subsequent to any specified day; tomorrow, the day immediately following today. Frequently in adverbial phrases, esp. in on (also †in) the morrow: on the following day.

Marten elaborates: 'For us, it is about the future – tackling today’s challenges that impact tomorrow’s generation. That’s how we approach every project, ensuring we create work with a lasting impact.'

Morrow as a Creator archetype

In Jungian theory, archetypes are the foundational blueprints of human behaviour. The Creator archetype embodies:

• Turning a unique vision into reality

• Inspiring and innovating through creativity and imagination

• Pursuing ideals

'Many agencies might identify as Creator archetypes, but for us, it is deeply ingrained in how we work. We don’t just create ideas: we create the tools and structures that allow collaboration between our clients and their end users. It is all about co-creation.

For instance, our WTFFF!? campaign for Fonds Slachtofferhulp (Victim Support Fund) - raising awareness about sexual harassment. By speaking directly to young people in places like skateparks and train stations, we discovered how to approach this sensitive topic. They influenced the tone, colour palette and overall direction. That is what we mean by genuine co-creation: building meaningful experiences together.'

Change for Good. Hear the Youth.

'Our mission is to ensure that everything we create contributes to lasting, positive change. That is what we mean by ‘change for good.’ The only way to achieve this is by listening to young people. Build a strong connection with them during their formative years (ages 15–25), and they will stay engaged with you for life. It is during this phase that they define their values, principles and identity.

What we create with them now has the potential to shape their lives - and, ultimately, the future. This includes critical topics like sustainability, diversity and inclusion. These issues play a significant role in shaping their mindsets, which is why hearing and learning from the youth is essential.

Interestingly, many businesses focus on where the market is today, rather than where it’s heading: the youth.'

How Morrow hears the youth

'We communicate differently. While we value data, we focus more on qualitative insights – zooming in on emotions and feelings. Data is important but runs in the background.

We don’t just analyse. We engage. For example, we recently worked with a start-up that initially targeted hotels and bars. We encouraged them to shift focus to the young people working in those spaces. The challenge was to make their product relevant to this group by empowering them to feel confident and cool while using it. This reframing not only resonated with the new audience, but also drove success for the client.'

Morrow’s process

'At Morrow, we follow an iterative approach:

1. Explore – building connections, conducting field research, and engaging directly with the target audience

2. Ideate – co-creating with clients and the youth, developing a shared concept with iterative feedback

3. Frame – reflecting on feedback to gain fresh insights

4. Create – iteratively bringing the concept to life together with the youth

5. Integrate – implementing the concept in its rightful context

At the heart of it all is listening. Truly listening brings everything together.'

The future of Morrow

'Our future is rooted in our gut feeling: hearing the youth. This new proposition - launched in January - is here to stay, because we genuinely believe in it. 

We are not chasing growth for the sake of it. We aim to grow together by delivering quality and creating impact.

Our mission is to achieve lasting, positive change – not just for our clients, but for the world that we all share. That is what Morrow stands for. And that is how we will shape the morrow.'