The best piece of advice that Bob Derksen, self-described Hovering Art Director and Creative Partner of Today, is to design every day. “My advice for aspiring designers is to make sure they create a portfolio and present it to colleagues who can say something about it,” he says. “Develop yourself, and don’t be afraid to make ugly things. Doing this will make you better.”

On a personal professional front, Derksen tries to cultivate the positive to achieve legendary results. “I search for the positive angle which helps to create a beautiful full-blown concept,” he says.

Derksen hails from the Netherlands, and his point of global origin has undoubtedly shaped his design philosophy. “Dutch design is known worldwide for its progressive, conceptual designs with playful twists,” he says. “That has always inspired and motivated me.” Derksen’s path to design was straightforward, and his creative flame was lit in childhood. “I always wanted to be a designer,” he says. “I initially wanted to be a cartoonist because I drew a lot. Eventually, I came into contact with graphic design through art school.”

His design approach orbits around creating a “mind-blowing brand identity” and encompasses several steps to reach that aim. “We start with brand strategy,” Derksen says. “Strong brands are relevant, credible, and distinctive to their target audience. We determine what the brand stands for.” Derksen and his team then move on to the brand concept, honing in on the client’s identity and how the intended audience would ideally perceive it. “We translate this into clear, positive, and outspoken design for a complete brand identity and communication tools,” he says. Then, the team finalizes the process by implementing detail-rich resources that emphasize and reiterate brand identity and concept. “Establishing a recognizable brand and a clear overall experience requires consistent ton and design across all assets,” Derksen says.