Thonik consists of a team of visual strategists at heart, but how does that translate into practice? After working a year as Strategy Director of studio thonik, and way longer as a freelance strategist, Roel Stavorinus explains what he believes makes the difference.

“A good designer is often a good strategist," explains Roel. “I can really appreciate the ability to transform complexity to a strong visual concept, and at thonik, I am working with the people who know how to do that.” As a design- and account-director he provides the designers with a strong and sometimes conceptual point of departure, something  to build design systems on, and really work with the power of design.

Power of design? What does that mean?

“Thonik develops strategically strong ideas, linked to explosions of expression and dynamics. These identities move with the times and work within thought-through systems that offer brands room to continue renewing themselves.

As a strategist, I try to contribute to that by starting the process with a sharp analysis of the question at hand, but I don’t believe strategy and form are necessarily separate roles. Every project is a ‘gesamtkunstwerk’ to which everybody contributes in his or her own expertise and perspective. This means that designers are involved early on in the process, and that strategists remain focused until the very end: does the visual result match the original strategic intention? It is this interplay that makes the work so strong.

Thonik's visual brand identities are always based on a well-thought-out system. A system that enables brands to constantly renew themselves while remaining recognisable to the public.”

Why thonik and not someplace else?

“If you’d ask me, there’s only a few places that really match the heritage and level of thonik. thonik is a place that on the one hand requires knowledge and respect for thonik’s past and legacy, as, after all, that is what our clients come for. On the other hand, it demands the ability to use that heritage to build a future. It’s a foundation for a mix of the demands from the clients and a sense of pioneering in design and expression.”

33 years down the line, where is thonik headed now?

“Over the past year, thonik has been and still is growing. In the phase to come, it’s important to ensure that this growth continues steadily, while the organization simultaneously strengthens and adapts to these developments. It's a wonderful phase to be in: further developing something that's already so well-established, yet holds so much more potential.”