Design for
responsible brands.

Appearance.
Behavior.
Communication.


Your brand is more than what meets the eye. It’s also about what you do and tell. It’s a network of associations shaped by everything people experience, know and feel. It lives in your products, designs, stories, actions, team and spaces where your audience connects with you. It all has to resonate. Appeal. Captivate.

Your brand is your most powerful business driver. People choose you because they experience an emotion. Because you match their values. Because your cause differs from your competitor.

At The Design Affair, we craft distinctive brands, shape compelling identities and create meaningful communication. 

We are a strategic creative studio using design to build responsible brands and communication with social engagement.


Love your brand. Have a design affair.



Branding the art museum of Haarlem

Frans Hals Museum



The hospital where innovation meets nature

Tergooi MC




Feminine empowerment

Marlies Dekkers ‘01




Social housing where living feels like home

de Alliantie




A brand new brand for the experts in brands

VIM Group




Rebranding France's largest webshop

3Suisses.fr




The innovative kitchen utilities brand dating back to 1789

Royal VKB
Work
2000 — present

A small selection of projects to give you an impression of our daily pleasures. Feel free to contact of you want to see more.

Frans Hals Museum


Create an iconic, contemporary brand that embraces all forms of art while honoring the museum’s rich heritage.

Bridging centuries of art with a bold new identity


The Frans Hals Museum is a treasure trove of art, seamlessly blending the past with the present. Renowned worldwide, the museum celebrates the legacy of painter Frans Hals, while showcasing an eclectic mix of 17th century masterpieces and contemporary creations across various media. With two stunning locations in Haarlem, the Frans Hals Museum is a must-visit destination for art lovers.

We designed a versatile visual identity centered around a bold, rounded H, a striking symbol that nods to Haarlem, Hof, Hal, and the shape of the museum’s historic courtyard. The H acts as a frame: a lens into old masters and new voices.

Beyond branding, we collaborated on spatial design, wayfinding, and campaigns. Aligning every detail to reflect the museum’s renewed energy and broaden its appeal to a younger, diverse audience.

franshalsmuseum.nl

In close collaboration with Lies Willers, interior architect
Interior design and photography by Claessens Erdmann
Elaboration of the brand in various media by Arnold Massar
Interior photography by Wouter van der Sar

CortoClinics


A sharp, modern identity for the first orthopedic clinic fully specialized in hip and knee osteoarthritis.

The optimum in osteoarthritis treatment


CortoClinics, founded by renowned orthopedic surgeon Nanne Kort, is the first orthopedic center fully specialized in the treatment of hip and knee osteoarthritis. This dedicated specialization means they have in-depth know-how and expertise, and constantly monitor the latest advancements to provide the best treatments. A clinical center that feels like a boutique hotel.

Starting with postioning and defining the brands mission, we developed a brand that reflects both medical precision and personal comfort. At the core of the identity is an iconic custom logo by slicing an old and a new type C, referencing both the brand name and the precise surgery of a hip cup implant. The variable cut angle mirrors the unique needs of each client and offers a dynamic tool for designing across media. Smart, flexible and full of character, just like the clinic itself.

cortoclinics.com

Strategy in collaboration with VIM Group
Content communication in collaboration with Perswinkel
The Design Affair
by Yvo de Ruiter

Visit
De Krachtcentrale
Havenstraat 76
1271 AG Huizen
The Netherlands
Mail
yvo@yvoderuiter.com

Link
The Design Affair
Member of
Association of Dutch Designers

Yvo de Ruiter © 2025. All rights reserved.