Roel Stavorinus(NL)

Roel Stavorinus is Strategy Director at thonik, a design studio known for its work for public institutions and cultural organisations. He specialises in brand strategy, positioning and the governance of complex brand systems. His work focuses on how design can create clarity, legitimacy and shared understanding in times of societal and institutional change.

Alongside his role at thonik, Roel runs his own brand and design consultancy and trains designers in positioning and strategic brand design. He is the author of Strategic Brand Design, initiator and host of the Designers Inc podcast, creator of the Logoxlogo platform, and a contributor to various marketing, brand and design publications.

Based in Amsterdam, thonik stands among the Netherlands’ most influential design studios. Its work merges conceptual depth with visual precision, often addressing the intersection of design and society. From the city identity of Amsterdam to collaborations with Dutch Design Week, Dekmantel, and VPRO, thonik’s portfolio reflects a dedication to shaping contemporary visual culture through thoughtful, progressive design.