Complex projects, eclectic clients, tight deadlines and creative teams that need to shine.
Brand communication for Gemeente Rotterdam, Belastingdienst and Toeslagen.
Strategy, Design & Operations
Digital work for KPN, Tommy Hilfiger and de Bijenkorf.
Festival crews, gates, bars and stages.
Different rooms, same standard, same integrity, same impact.
A few things I’ve helped make
Project management, agency side
Work that touches real lives
Image ©Leoni Selby, created using multiple design, editing and AI tools.
The scale: more than 120 communication projects a year for Gemeente Rotterdam, including the Rotterdam SDG report. Explainer animations for Toeslagen, Belastingdienst and Douane on complex subjects like diversity, integrity and workplace conduct.
My role: project and account lead. Worked with senior management on strategy, budgets, quality control and deadlines, alongside a team of designers.
Skills: planning, budgeting, supplier and stakeholder management, quality control.
THUJA Leadership
Brand Development & Webdesign
Concept and design ©Leoni Selby.
The brief: a new leadership platform needed a visual identity of its own. I developed the brand identity, translated it into the platform and advised on positioning and usability.
My role: strategic direction over the visual identity, from positioning through to the online build.
Skills: concepting, brand strategy, usability, positioning.
Festivals & More
Event Co-Creation
Photograph taken by Leoni Selby. Stage created by DAF for DJ Polyesta.
The scale: entrance operations at Landjuweel for 5,000 visitors a day. All five bars at The Living Village with 3,000. The Global stage at Psyfi, another 20,000. Different spaces, same job: brief the crew, organise what’s needed and keep the whole thing standing for days on end.
My role: operational lead. Site strategy, scheduling, comms and putting out a thousand fires.
Skills: event production, volunteer leadership, logistics, scheduling, problem solving.
Hotel Bergse Bossen
Website Redesign
Concept and design ©Leoni Selby.
The brief: a complete redesign of Hotel Bergse Bossen's web environment, with the guest at the centre of every step.
My role: visual identity and concept, collaborating on UX and user experience.
Skills: concepting, visual identity, usability, positioning.
Cirque Culinaire
Brand Concept & Logo Design
Concept and design ©Leoni Selby & Jake Houbiers from MoM.
The brief: brand identity and logo for Chef Igor's food truck concept, in collaboration with Ministry of MEDIA.
My role: brand and visual identity, developed independently from concept through to execution.
Skills: concepting, visual identity, branding.
Koken met Kennis
Online Cooking Platform Design
Concept and design ©Leoni Selby.
The brief: a complete cooking platform, from recipe blog to knowledge database and workshops, built for chef and food stylist Eke Mariën.
My role: full direction on concept and visual identity, from usability through to the final user experience.
Skills: concepting, visual identity, usability, positioning.
My Services
The house specials are further down.
Project & Account Management
Between the client and the team, the budget and the good idea, the deadline and the detail. I carry all of it at once, across several projects with different scopes and timelines, and I bring options nobody thought to ask for. When it lands well, the team gets the credit and the work gets to shine.
AI, Design & Brand Strategy
I dive deep into the world of AI, so you don't have to. Let me show you how it works and you take it from there.
Together we will map what you are trying to say and what your organisation is trying to achieve. We find where the tools genuinely help, and build the brand, communication and systems that carry it. Ethics first, then strategy and lastly we gather the tools.
Event Management & Festival Co-Production
20 seasons of stages, crews, timelines and the thousand small things nobody thinks about until they go wrong. Landjuweel, The Living Village, Psy-Fi, Magneet, Vurige Tongen. I build the systems and lead the team. The schedule holds itself and everyone can do a little dance at 4am when the birds start to come alive.
Fresh from the kitchen
Set menus. Introductory rate for the first seven clients.
First Steps
Find out where the magic begins
A quick, focused start for freelancers and small businesses. We assess where you actually are, talk through what would genuinely help and then I show you how to build it yourself using AI. You leave knowing how to fish, rather than waiting for me to bring dinner.
Going Deeper
Here is where we go beyond the basics
We map where AI genuinely fits with who you want to become, then build one working piece of it together. The foundations for your brand, systems or workflow, chosen where it will help most, built alongside you rather than handed over as a document.
The Full Build
Complete the picture
For organisations setting up a brand, a customer journey or a way of working properly. We map the whole picture, work out what will actually move the needle, and I design the direction. For the build, I put the right team together. You end up with a documented approach and people who know how to carry it. Every project is quoted before we start.
All prices exclude VAT. Projects over €500 require 50% up front. Rates are indicative, confirmed in writing before work begins and vary by sector. Print, licences, stock and travel are quoted in advance. Full terms apply, linked here.
Request a Quote or drop me a line
Prefer to mail me directly? leoni@themessyartofhumaning.com
Anything urgent? Send me a WhatsApp and I’ll call you back on working days between 11:00 and 16:00.