Hi, I'm Jelle, but Hoks is fine.
I used to work in marketing, now I build brands with an exciting narrative people connect with. You don't need to put in effort to like the characters of your favorite series; it happens. I build (personal) brands that do the same.
For years, I've worked in marketing, but it felt boring and repetitive. I was trying to push the boundaries in my 9-to-5 while learning about the golden ratio and grid systems on weekends and in the evenings.
I was grinding through tutorials on YouTube and Domestika and landed my first paying clients. But I felt I was still being held back by people who wanted to "play it safe".
All the while, with the rise of AI, scrolling through Instagram or visiting websites, I had never experienced so many moments that left me with a feeling of mweh. It felt strange; while I love AI, it seemed to be producing more generic noise than ever before.
That's why I decided to build Studio Hoks. With a minor in experience design, a bachelor's in marketing and social business, and a square-eyed number of hours spent mastering graphic design, I started brewing a branding cocktail without bitter aftertaste.
No money spent on useless webpages, content marketers, or time wasted on discussions about "what the brand is about". We kill all noise from the beginning, scaling your brand from a fertile ground.
Everyone can post content, but not many brands can consistently convey a clear brand message that shows the world what they are truly about. In essence, branding for me is about closing the gap between your motivation and how the world perceives your business.
When I'm not designing brands or watching tutorials, you'll find me playing board games, discovering new places with my girlfriend, or partying at a festival.
An about page doesn't have to be this long, but it helps create a connection. Big shout out if you read through all of this, you fit the target group that is willing to pay attention to build something that lasts.
Ready? let's get started.
My values
Give more (to all senses)
It's easy to deliver something that is relatively good. But it's hard to deliver something that will be remembered. I'm not talking about the product; I'm also talking about the process.
Inspired by my minor in Experience Design, I strive to deliver a brand-building experience that's enjoyable, not just a logo file.
Strategize3
Branding is about creating a perception, a feeling, a remembrance, whatever you want to call it. But forming something that's memorable shouldn't be underestimated.
As brand expert Marty Neumeier said, "Great brands are not built by accident, they are built by design.
Go beyond ze normal
Playing it safe is the fastest way to be forgotten. In today’s market, 'normal' is a dangerous move. It’s time to go wild, test the limits of your brand, and maybe even break a few rules and see where it gets us.
Have fun
There is one more value, perhaps the most important one. I have dedicated a full page to it here because it cannot be captured in words.
The spirit animals of Studio Hoks
There is always something new to learn when it comes to design, although generated by AI, the will to learn design by hand will never stop. Griddy will find the perfect layout and build from there.
Admittedly, a bit of a marketing snob. Leon is all about brand psychology. Not easily convinced, but extremely enthousiastic when something hits the mark ;).
A bit of Chinese superstition. Every year Griddy & Leon are accompanied by special guest according to the chinese new years. This year it's the year of the horse which means a lot of movement routing, and pushing through,