A next-gen collaboration

SteelSeries has fueled the gaming industry by creating innovative new products, designed specifically for eSports and passionate gamers everywhere. However, SteelSeries had reached a point where further, substantial market share growth could no longer be achieved by simply investing more media budget into the lower funnel marketing activities. Together we’ve evolved SteelSeries’ media strategy to embrace the full customer journey, acknowledging the consumer path is a journey and the first step isn’t a purchase.

Implementing a full-funnel messaging and buying strategy to raise their brand awareness

The Approach

Having built a sound lower-funnel marketing foundation, it was time for SteelSeries to start focussing on the brand’s long-term growth. Together, SteelSeries and Dept joined forces in rethinking the media investment and strategy, ultimately implementing a full-funnel messaging and buying strategy to hone in on raising brand awareness and, ultimately, meeting SteelSeries’s ambitious growth targets. A project that started with a structured KPI approach that gave us the possibility to measure the branding activities for each step of the customer journey.

By measuring success on each step of the customer journey, the marketing budget was optimised between lower-funnel marketing activities and upper-funnel branding focused activities. A keystone in the project was the company’s “tried & true” channels: Facebook and Instagram. We also took it a step further and introduced the brand to a new social platform: Snapchat. We tailored the messaging to better speak to new users who were unfamiliar with the brand. We prioritised video ads and tested new, engaging ad formats like Instagram Story polls and Snapchat Story ads. With humour and catchy slogans, we built a new tone of voice and brand story.

During the project, we continuously made improvements and gathered learnings along the way which ensured that the strategy only grew stronger as we progressed. This, together with smart bidding, real-time pricing strategies and ongoing analysis based on the KPIs we set from the outset, ensured that we outbid the competition and that SteelSeries maximised the impact of every dollar spent. By combining all assets in a knowledge bank SteelSeries is now equipped with best practices around creatives, formats, platforms, audiences and strategies. This will ensure the full-funnel messaging approach and strategy will only grow stronger throughout the year and into the next to come.

This is just the first step in implementing a full-fledged marketing strategy which will now be implemented widely across the full marketing strategy, including YouTube as well as other channels, now that SteelSeries have tested and proven a solid foundation for its long-term growth plans.


Lizzie Powell

Strategy Director

Lizzie Powell

Sony PlayStation

A platform for the game-changers

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Sony PlayStation revolutionised the gaming world with groundbreaking entertainment, revolutionary graphics and gameplay. It delivers unbelievable experiences and incredible adventures allowing players to delve into new worlds with access to whole universes in the palm of their hands. With a growing network of 80-million active users, Sony PlayStation is celebrated for its innovative products and services. Sony turned to Dept with the vision of allowing its global audience from all corners of the world to purchase their official merchandise.

E-commerce enterprise

Through integrating the range of digital expertise within Dept, the PlayStation Gear merchandising platform was born and released throughout Europe. CentreSoft, the UK’s leading multi-format specialist distributor of video games, contracted Dept for the project on behalf of Sony. Dept strategists analysed the logistics of the retail venture, whilst our creative and technical craftsmen designed and built a bespoke e-commerce platform that boasts a truly interactive online shopping experience. The marketing team optimises the website, ensuring optimal performance and search visibility for the brand new domain. Launch campaigns were executed to introduce the storefront, engage with target audiences and increase traffic. 

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Merging gameplay with online shopping

The approach

Taking UX to the next level

Code for international conquest

Immersive design

The result

Collaborating with Sony PlayStation to design, build, and launch a new multilingual e-commerce storefront throughout Europe was a massive achievement for Dept. The entire build from wireframes and planning, through to coding and tactical implementation took less than 6 months to complete, as the project was expedited in order to be live for the world’s largest gaming conference, E3 Electronic Entertainment Expo, and to partake in Sony PlayStation’s annual ‘Days of Play’ campaign. The initial release of PlayStation Gear was highly successful and laid a solid foundation for continued growth.

High search visibility

Prior to launch, as a brand new domain, had no visibility on search engines. Using a range of tools to monitor site performance, conduct behavioural analyses and optimise accordingly, the website is now approaching 3 million sessions. Over 650, 000 sessions are from organic search and almost 500, 000 are from paid search, as a result of executing organic and paid campaigns; the channels work in tandem, ensuring PlayStation Gear is positioned in a prime position within the search engines.

Organic search reach

PlayStation Gear has grown in organic visibility for a range of brand, product and generic search queries since its launch. Each version of the multilingual platform appeared in over 2k core search queries which were instrumental in driving traffic and conversions. With over 650 root domains link to the website providing 76k+ backlinks, organic visibility is continuing to grow. In a single month alone, organic search has driven 82k sessions to the site.

Since launching in May 2017, PlayStation Gear has won multiple awards and is continuously praised in the gaming-community and over social media. Working in an agile way, under such a tight deadline, has strengthened Dept’s relationship with Sony and has led to a long-term partnership.

Experience the website


Katy White

Client Director

Katy White

Beats by Dre

A new home for the Beats brand

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The Beats by Dre brand is a multibillion-dollar company that owns over 70% of the market. An icon at the center of pop culture, its stamp on music and sports was cemented by legendary founders Dr. Dre and Jimmy Iovine. After changing hands through an Apple acquisition, Beats approached us to help pivot the brand in a different direction with a new digital flagship focused on building the brand while improving conversion and click-through rates.

Centered around the idea of moving at the speed of culture, the new .com acts as a channel where brand inspiration, product information, and the Beats community come together. Storytelling lives at the service of product, and product is brought to life through more in-depth information and cultural context. Editorial content, brand campaigns, and product stories are now connected in a manner that encourages the audience to lose themselves in what they love.

Experience design

The purpose of the digital experience was two-fold: to bring the emotion of the brand forward while emphasizing product benefits. Beyond a standard eCommerce platform, we helped build a destination for all things Beats.

Optimising for users and form factors – With a core audience ranging from 16 to 24 years old, the eCommerce experience is designed for thumb-first interaction. The navigational structure is adaptable across mobile, tablet, and desktop, ensuring we’re serving users of all behaviors and device types.

Through a research-proven approach, the experience works, looks, and feels like an app.

A digital-first design language and content strategy.

The new creative direction is distinctively Beats: bold, streamlined, and beautiful. The design system embraces minimalism and is modular in structure to create consistency and improve flexibility.

Product pages highlight unique stories and features through lifestyle photography and video, establishing strong art direction standards in the process.

A content hub to explore the Beats brand.

Social media has made relevance and engagement essential components of the user experience. Taking cues from popular channels like Instagram, Pinterest, and Snapchat, a centralized location for original Beats content allows users to jump in and out during the browsing experience.

The content tags relevant products to spark consideration and desire.

Through a research-proven approach, the experience works, looks, and feels like an app.

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Interactive and modular styling for seamless updates.

We teamed up with Beats’ digital, brand, marketing, and technology teams to establish a system of site components that is easy to use and flexible enough for new campaigns, trends, and product updates.

Our digital experience manager allows each region to build out its own front end, while the style guide instructs internal teams how to use, interact with, and manipulate site components and code to tell timely stories.

To create consistency and expedite time to market, we created an interactive style guide that outlines design considerations and standards alongside code snippets to help engineering teams easily integrate across digital platforms.

Building upon the style guide, we engineered a custom page builder and prototyping system that enables the various departments at Beats to collaborate and test approaches.

The tool pulls together site-wide components and enables the client team to add and remove various experience patterns with ease. They can also save and share layouts as well as export functional code for deployment on Adobe Experience Manage

Technology solutions

To grow their businesses and adapt to the changing cultural landscape, brands must rely on technical innovation. Likewise, the Beats brand needed a platform that was scalable, efficient, and frictionless.

To execute on its long-term vision, the Beats team needed best-in-class content creation tools and a modular system of components. Adobe Experience Manager provides enterprise-level media and content management, which allows the client team to focus on the messaging and user journey rather than scalability.

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Experience the website

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Webby Award – Site of the year 2017


Webby Award – Mobile Best Practices 2019


Jake Welsh

Executive Creative Director

Jake Welsh


A next-level virtual digital event

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It can feel impossible to capture the spirit and energy of physical events and translate that into a digital experience. For years, employees have gathered by the water cooler or gone on company outings together. But that is no longer possible. Virtual calls have replaced our daily coffee meetings, and although they help are an important communication tool, many people find them draining. This makes hosting digital events difficult, as you miss the experience and magic of the physical experience. And to be honest, they simply get boring.

This was the challenge that we faced for our own flagship annual event: Dept Festival, a recent winner of the Dutch “Golden Giraffe” award for the best brand event. Over the last five years, what was once a small gathering had transformed into the industry festival of the year, hosting thousands of visitors from around the globe for three full days of inspiration on the future of creativity, data, and technology. However, COVID-19 forced us to re-imagine our flagship event.

The show must go on

Our challenge was to fit three days worth of activities and inspiration into three hours while making it feel like it all lasted only three minutes. To do this, we decided to create a next-level virtual experience full of energy, a little crazy and above all personal. And that’s why we reimaged the physical experience and transformed it into a virtual one by building an interactive, 3D festival map which supported 15 stages across which more than 35 presentations took place.

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Designing and building a next-level virtual experience for Depsters worldwide

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The process behind creating a next-level digital event

Simply transferring all the elements of the original festival to a virtual platform would have led to a clumsy, unsatisfying result. Therefore, reimagination was the key. To kick off the process, we started by conceptualising our vision, the platform and the architecture of the event. The concept was crucial as this became our red thread both visually but also across our communication which we could always refer back to.

With a clear theme and concept, we quickly began to build our 3D map using React Three Fiber, a front-end tool specifically engineered to manage and bring 3D experiences to life. This, in turn, connected to Zoom, Slack and Vimeo. Our designers had the first version up and running in just a couple of weeks.

While our developers and designers continued to refine and test the platform, our communication team arranged 50 speakers in addition to 15 stage hosts while also locking in extra goodies and entertainment we had up our sleeve.

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Enticing and hyping up Depsters for what’s to come

Apart from designing the experience, we wanted to excite Depsters with what was to come. So we crafted an internal social campaign which included daily hints from our zebra mascot and teaser videos. These social drops excited Depsters worldwide and conveyed that this was not an ordinary Zoom event.

A seamless, online-offline event experience

In two months time, we designed and built a custom made a custom 3D festival map which one could easily explore and that was protected by single sign-on. The design and layout digitally recreated the festival site from the previous four years, squeezing in 15 stages and 35+ short and snappy presentations into a 3-hour event, and included some industry heroes like Stefan Sagmeister and Gmunk. A personal welcome movie by CEO Dimi Albers and Dept stage hosts made everyone feel welcome. With the help of Slack and ‘social reporters’, people knew what was going on all the virtual stages, creating a healthy amount of event FOMO, before and after the event.

Presentation topics ranged from diversity and inclusion to data intelligence, the future of voice, and coding for a 3D world. The fun was provided by virtual meditation, magicians, karaoke and DJ sets. ‘Easter eggs’ were hidden around the virtual map, leading people to things like the ten most famous internet cat movies, and a crazy Zoom background contest. The virtual Photo Booth generated a live photo wall, and in all thirteen countries, Depsters could have food delivered to their doorsteps via Ubereats and JustEat Takeaway after a visit to the digital food truck.

Looking forward

Because of COVID-19, virtualisation has become the new norm and this will shape the future by creating new hybrid events which combine both physical and digital elements. And it doesn’t stop with virtual events, imagine virtual product launches, remote assistance and digital campuses. Thinking bigger, one could picture entire online environments that enable organisations to exchange knowledge or try out products and services in an accessible and personal manner.

For organisations that want to explore possibilities for their virtual event and beyond, we offer services such as concepting, designing and building a virtual 3D world, supporting your brand deploy the necessary technology and security to host a large scale event in addition to helping with the production side of things. Because, in the end, life is too short to host boring events.


Mellissa Flowerdew Clarke

Marketing Director UK

Mellissa Flowerdew-Clarke


Live like a champion

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In the year of the World Cup in Russia, JBL wanted to claim the momentum of such event. But FIFA rules are strict and only the main sponsors can make use of the tournament’s power and build advertising around it. So, how can we make a campaign that associates JBL to the World Cup without being able to talk about it? We’ve turned to our main sports ambassador Jerome Boateng and we gave him a friendly rival: Max.

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We then built a story around Max and his adventure to follow Boateng and his favourite headphones to Russia. #RoadToBoateng was an integrated campaign (focused on digital & social) that picked up the action where the TVC ended, when Boateng decided not to give the headphones Max so keenly wanted.

More than 1 million full video views


The World Cup is one of the biggest events all year round and in 2018 we wanted to make use of that momentum for our brand. Although, JBL was not a sponsor of the event, and FIFA is very protective of the image rights of the tournament. So, we implemented a strategy that used our biggest football ambassador – Jerome Boateng – and we built a story around him. A story that revolved around a young fan of his – Max -, obsessed with Boateng’s JBL headphones. We created a digital story that resumed the TVC. In this story, Max follows Boateng to Russia in search of his headphones. The whole narrative hinted to football, our ambassador – and World Cup participant for Germany – Boateng and was told in different media leading up to the World Cup. The social, digital and display ads ran strategically after the TVC, together with a radio spot, creating an integrated campaign environment around our brand and the big tournament. We also ran the campaign videos on match day in different venues around Germany, making #RoadToBoateng undeniably connected to the World Cup and a story Germans followed closely before and during the tournament.




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social engagements


We wanted to reach as many people as possible and build the awareness around JBL and the World Cup without crossing any lines – and so we did! We saw an incredible adherence to our campaign videos with more than 1 million full video views of our key campaign asset (higher numbers on YT) and more than 45 thousand clicks to know more about the campaign and the product (within 5 million of reached consumers online). In total, the users we’ve reached spent 600 hours watching our ads.

The reactions online were staggering with 20 million impressions and more than 70 thousand social engagements (likes, shares, comments) in all of our platforms. Last but not least, our canvas advertising environments had an opening rate of 74%, way higher than the benchmark for this kind of format.


Jake Welsh

Executive Creative Director

Jake Welsh

Guinness World of Records

Transformation to set new records

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Everyone knows Guinness World Records™, the universally recognised authority on record-breaking achievement. For over 60 years, people across the globe have been enthralled by an ever-increasing number of record challenges and achievements. Maybe you’ve tried to break an ever-existing record before?

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Transformation and centralisation

To give you an impression, the organisation currently has over 40,000 records in their database and continues to receive 1,000 new applications every week from 174 countries, with over 6,000 records being approved annually. As such, the business was keen to improve efficiencies and centralise its record management operations, which was the reason Dept entered the game.

The business objective was clear. Transforming the processes for creating and managing records, by using a centralised tool to speed up customer response times, drive predictable results and improve the accuracy and re-use of information. This is why we recommended a centralised content management hub that would go beyond simply managing records. A system that would meet Guinness World Records’ record management objectives and also enable accessibility of all the stored information to be used across its digital touchpoints is what we proposed.

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A centralised content management hub and accessibility of all stored information

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This implementation had multiple benefits. It improved workflow processes by providing a centralised view of records, including the workflow stage and engagement history.

By moving to a digital solution, the organisation reduced its paper mountain, whilst ensuring consistency in both process and communication. The technical solution’s ability to repurpose content has increased digital marketing opportunities and enabled the easy creation of microsites. All the content stored within the system acts as a blueprint for the printed book and can be sent directly to the publisher. The content management system and website redesign have enabled localised content for the organisation’s global users.

To recap, the project has seen the organisation undergo a digital transformation. Dept has helped Guinness World Records to improve its offline processes and revolutionised the way it tackles record and content management.


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Client Development Director

Paul Thomas


Digital strategy for a national mobile network

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O2 is the second-largest mobile network operator in the UK with around 6,700 employees and over 450 retail stores. O2 is the principal commercial brand of Telefónica, headquartered in Spain and operating globally. The company is the network of choice for mobile virtual network operators such as Giffgaff, Sky Mobile and Lyca Mobile. It also manages a 50:50 joint venture with Tesco for Tesco Mobile. Sponsorships have been a big part of the O2 brand since it launched in 2002 and continues to reach customers far and wide with England Rugby and its iconic O2 music venues.

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Brand activation

O2 has become one of the largest and most loved brands in the UK through immersing itself in sports, music and entertainment; granting customers access to priority events and exclusive experiences. The O2 Star Trader venture was launched to extend its reach to even more customers, since it’s not a requirement to be an O2 customer in order to become a trader. With no limits to joining, O2 Star Trader is completely focused on empowering entrepreneurship. The digital platform makes it easy for anyone to refer and earn.

O2 partnered with Dept with the goal of re-energising of its Star Trader programme. The customer engagement venture is facilitated through an O2 branded digital platform used to recruit and retain ‘Star Traders’ by distributing O2 PAYG sims and disbursing commissions per activation, as well as other prizes and rewards. Dept comprised and activated a digital marketing strategy to increase awareness and interest in the Star Trader proposition.

Strengthening brand loyalty through customer empowerment

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Strategic direction

The Star Trader programme fits perfectly within O2’s pillars, which are set out to use tech to help its customers live and work towards a brighter future. Star Traders is highly valued within the organisation and was identified by O2 as an opportunity to build a community focused around growth, through empowerment. Dept came on board to analyse the Star Trader brand proposition, as well as identify its stance in the market and determine pain points and opportunities.

Data was compiled and examined from both O2’s internal channels, as well as external sources such as website analytics, sales reports, social media, Google trends, surveys, censuses and statistics. This information led to a complete UX review and redesign of the website to optimise the user-journey and simplify the process for traders to sign up and make the most of the platform. The data also enabled Dept to identify new target markets and strategically activate O2’s digital channels.

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Digital marketing

A personalised approach to customer engagement has always underpinned O2’s brand strategy and leveraging data, Dept was able to delve even deeper. A multi-channel digital marketing approach was taken to effectively target and engage O2 customers that could best benefit from the Star Trader programme; with a business-like mentality and lifestyle to thrive in the refer-to-earn opportunity. 

Customer acquisition campaigns, executed across the Google Display Network and social media platforms, were fundamental in driving qualified traffic to the newly optimised website. Paid search was used to harvest the interested generated, acting as a signpost to deliver relevant messaging and encourage users to register as a Star Trader. Regular content creation is also part of the plan comprised of topical blogs, social media posts and trader stories. These tactics are to softly communicate the ease of being a Star Trader and perks involved for those interested in learning more about the programme. A monthly email campaign is distributed to further support the lead-generation strategy.

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Personalised approach

New primary target markets emerged from the research; GPS sellers, Au Pair companies and Study Abroad companies, which Dept is actively targeting through a variety of channels from direct outreach to targeted PPC campaigns and personalised landing pages. For display ads, Dept is targeting stay at home parents, another target audience that emerged from research, which has delivered 25k unique users to the Star Trader website, over a 2 month period, since the campaign launched at the end of May (GA last-click data).

As the number of Star Traders increases, nurturing traders becomes a large part of Dept’s focus. HubSpot integration is one step that has been taken to increase personalised communications and keep Star Traders engaged. Dept is in the process of launching tailored landing pages for GPS Sellers, Study Abroad companies, and Au Pair companies. When traders register through these bespoke landing pages, it will trigger a workflow of personalised emails that are unique to the trader’s industry, offering relevant, helpful advice to excel as a star trader.

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Dept has taken a highly strategic approach to the Star Trader website audit which has optimised the digital platform, improving performance and user journeys, laying a solid foundation for the endeavour to succeed and scale-up. A multichannel digital marketing strategy fuelled growth through generating awareness and interest in the opportunities within Star Trader. As a result, the number of sim card activations has increased by 112% YoY (June 2019 vs June 2018) and 10.6% more Star Traders have signed up from the time of taking over the account to date (Sept 2018 to July 2019).

This project was a full team effort, demonstrating the strides of Dept’s integrated digital specialists involving strategists, copywriting, PPC, SEO, UX, design, back-end and front-end developers, and QA testing. Dept is continuing to partner with O2 on the Star Trader programme.


Lizzie Powell

Strategy Director

Lizzie Powell


Exploring Iceland with The German Roamers

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For the launch of the Samsung Gear S3 frontier we sent the German Roamers, Europe’s highest-reach influencer collective, to Iceland. They told gripping stories about the road trip with the Smartwatch and 3.8 million nature fans were there live with them.

The challenge

The challenge in launching the Samsung Gear S3 frontier was to reach outdoor enthusiasts with an online campaign for which the Smartwatch was developed. This required extraordinary storytellers and an emotional link like the German Roamers, Europe’s largest outdoor influencer collective.

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That’s what we do at Dept – tell the most gripping stories

Creating content

We decided to launch the Smartwatch with an Icelandic road trip over a period of several days to take it to its limits. The varied landscape enabled the functions of the Smartwatch to be taken up in nature. The influencers route was mapped out by the Samsung Gear S3 frontier, with followers able to experience the road trip live on the landing page in the form of a travel diary. More than 3.8 million users viewed the road trip live feed along with reaching out to 13 million contacts. The resulting content was so convincing that it replaced the classic campaign motifs and was even used for print ads and advertorials.

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Lizzie Powell

Strategy Director

Lizzie Powell


Putting marketing in the spotlight

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As humans, we never stop learning. With this in mind, GoodHabitz offers numerous online training courses for professionals. A strong and user-friendly website is a must to provide them with the best experience and the right information. GoodHabitz turned to Dept to deliver a fresh website to provide an optimal experience for its students. After an intensive and successful collaboration, the GoodHabitz website is now more colorful, user-friendly and more marketing-minded than ever.


Customised learning

Every organisation deals differently with the personal development of its employees, but offering training is always a golden formula. GoodHabitz Specialises in online training for the B2B market via a subscription model; employees decide what, when and how they learn, all for a competitive, fixed price. GoodHabitz works with organisations to develop customised programs ranging from inspiring leadership to productivity, personal strength to digital skills. The individual employee then decides what, when and how to learn, so the knowledge gained is perfectly balanced and timed with the professional needs of staff. GoodHabitz courses stand out as being as engaging and easy-to-follow as your favorite TV shows.

Optimised for lead generation

Providing digital services means that everything in the digital realm has to work optimally – that goes without saying. Prior to its partnership with Dept, GoodHabitz’s former website consisted of both the learning and marketing platforms and was developed in-house. The organisation realised that its marketing reach and online visibility could be further improved to support its global growth. Dept stepped in to increase digital lead generation, choosing to separate the learning and marketing platforms. By doing so, Dept can help increase the sales, visibility and reach of GoodHabitz among HR professionals.

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The perfect balance

Dept began this project by researching GoodHabitz’s potential clients, namely hr professionals and learning & development experts. We then presented the opportunities from our research and expertise to GoodHabitz in a workshop to learn which choices they want to make as an organisation in the short and long term.

This initial research and discovery shaped the conceptual phase of the project. Despite wanting to separate the marketing and learning platforms, GoodHabitz was satisfied with the existing branding and style of the website.

Dept’s design team didn’t need to reinvent the wheel, but looked how to apply existing style, fonts and colours to a more user-friendly design.

The challenge for Dept’s designers was to find the balance between GoodHabitz’s playful, colorful style and its clear focus on the business market. Our quest was to balance the choice between professional versus playful, soft shapes versus clean lines, and bright use of color versus a white, clean look. GoodHabitz and Dept reached a middle ground; a more business-like design was created, in which the existing colours are balanced. The colours now also have a clearer purpose, with each color representing a category within the GoodHabitz range. This way the website appears structured and clear.

Once concepts were defined and applied, Dept looked to improving online visibility, reach and sales. The new website is completely SEO-first, based on extensive keyword search data. Measurability of the entire B2B journey was also a main focus: from first interaction to orientation, demo requests to quotation, finally leading to a signed contract. Funnel and channel dashboards were implemented to monitor performance campaigns and conversion.

Dept used salesforce pardot to set up email flows to reactivate dormant prospects in the database. The goal was to reach potential clients through marketing and sales-focused emails, linked in campaigns and landing pages. Finally, Dept set up an overarching data architecture, integration and tooling advice, taking into account GoodHabitz’s ambition to be able to personalise via machine learning and algorithms on both the marketing and learning platforms.

The final product

Dept’s revamping of the GoodHabitz site covered every part of the delivery process, from Design and UX, to front and backend development, hosting, data, digital marketing and testing. The new GoodHabitz site retains the playful, colourful character of the old site, is available in seven languages ​​to match their international growth, and has a much clearer focus on HR professionals. The presentation of the ‘why’ and  ‘how’ of the GoodHabitz methodology, combined with bold design and increased visibility, makes GoodHabitz a winning choice.


What the future holds 

Despite the challenges presented by the current climate, GoodHabitz and Dept worked collaboratively and virtually. The success achieved from this partnership was attributed to excellent communication that crossed multiple national borders and time zones. Teams spread across Brazil, Portugal and Macedonia were able to come together and produce a beautifully designed, solidly built website, incorporating data processing for digital marketing. GoodHabitz and Dept look to the future of this partnership to expand on features including the addition of a chatbot. We look forward to it!


Katy White

Client Director

Katy White

Studio Dumbar

Creating the largest motion design festival


Imagine being surrounded by motion designs in all shapes, colours and sizes. One mesmerising artwork after another is showcased on various screens captivating you, making you lose track of time. This is what happened in Amsterdam Central Station in November 2019. The screens which normally provide commercial messages to passersby’s showcased experimental and stimulating motion design. Studio Dumbar (part of Dept) and Exterion Media collaborated to create and organise Design in Motion (DEMO) festival which showcased the best motion designs from both national and international designers across all 80 screens for a period of 24 hours.

The largest design in motion festival

Nowadays, our society becomes more visually and technologically oriented. Interaction and communication between people and brands are predominantly digital and screen-based. That’s why motion is so important, it’s a fuse of design and technology that still has room for growth. Motion has the potential to enhance brands and digital experiences. DEMO festival aimed to put a spotlight on an underexposed yet increasingly important aspect of graphic design: motion. It offered this new art form a stage with access to a large audience where diverse designers could show their work, be inspired by others and build their network. The result was the largest design motion festival which took over all 80 screens at Amsterdam Central Station for 24 hours. The program changed every hour creating an ever-changing motion experience. 

Amsterdam central station became a moving work of art


Selecting from thousands

Studio Dumbar advertised an open call to designers globally to submit their work. This resulted in 2,738 submissions. The team proceeded to analyse every entry based on its concept, technical innovation and whether the design-challenged the current parameters of the media. It took them five rounds (18 hours per round) to narrow down which motion designs would be shown. The final selection included 400 creations by 253 designers from 37 countries. Based on the chosen designs, eleven themes were created such as ‘Happy Hour’, ‘Better than Real’, ‘Stranger Things’ and ‘Type Only’ which were shown throughout the day on all platforms, in the passages and the central hall. The themes were alternated with ‘takeovers’ during which the motion work of one designer is shown simultaneously across all 80 screens. 


From train station to exhibition space

The day of the exhibition, people showed up from around the world to be amazed and inspired by the various motion designs displayed. During the day, tours were held in addition to multiple free public lectures about all things design and motion. DEMO festival transformed Amsterdam’s main train station into one large moving work of art and inspired, intrigued and created a lasting experience for everyone. By showcasing thought-provoking and inspiring designs, this festival redefined out-of-home advertising by showing a new way of broadcasting information. 


Liza Enebeis

Creative Director

Liza Enebeis

Stay in touch!

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