Design is listening.

Joel Derksen is a design consultant.
His work focuses on holistic thinking, rich stories, and enviable details.

Ten Kettles

Bringing music theory to life.

In the realm of music education, both brands and their logos are literal and functional. Ten Kettles wanted to connect to adult learners who may have turned away from traditional music education.

See the project →

In 1992, visionary planners transformed an abandoned Munich airport into an “eco-utopian” community. Concrete runways were replaced with tree-lined bike paths. Today, residents of this car-less district invest in projects that directly benefit the community.

See the project →

Kozlik's Mustard

How do you enter a new market with a bang?

The mustard market is, generally speaking, quite vanilla. There are few “champion” brands, but the challengers hardly register in the minds of the shopper. It doesn’t help that even the category leaders have done little to distinguish themselves even from each other.

See the project →

The Truth Beauty Company

Building natural beauty in Waterloo.

The Truth Beauty Company is the only green beauty shop in Waterloo, Ontario. Owner Jennifer Freitas needed a brand to connect to her values of community and natural beauty.

See the project →

A Wedding Walk

Wedding invitations for a multi-dimensional couple.

Alex and Alicia wanted their wedding invitations to feel authentic to who they are as a couple.

See the project →

8: A Container Gardening Kit

A gardening kit that remembers how important food is to us.

8: A Container Gardening Kit unites the social, ethical and moral issues about food production, and contemporary technology together.

See the project →

Vegan Peasant Catering

How do you convince someone to try vegan food?

Vegan Peasant Catering needed to break away from the negative aura of vegan food and sell themselves as sophisticated, delicious and organic.

See the project →

Waterloo Seasonal Selection

Equal parts historic and legendary.

The small, but popular, Brick Brewery in Waterloo was eager to release limited edition beers for the coming seasons. Inspired by the history and nature surrounding Waterloo, Ontario, the beers needed to stand out from their regular selection and the competition.

See the project →

Bud Light Pulse

Capturing an out-of-this-world concert experience.

The largest concert in Canada – an astounding 12 hours of pure electronic dance music – needed a new way of expressing itself. It wasn’t just a concert, it was another reality.

See the project →