About Martijn Hinfelaar
'Design is optimism in action'
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I’m Martijn Hinfelaar, a design director based in Amsterdam. I help organisations turn complex ideas into clear, well-designed products. I stay close to the work, think like a designer, and help teams move forward with confidence.
I’m a Design Director with over 20 years of experience in digital product design and more than 10 years building and leading successful teams in both agency and in-house settings. I’m passionate about using design to solve real problems and create products that people love to use. By connecting creativity with business needs, I deliver practical, innovative solutions. I’ve built strong teams and developed impactful solutions that help businesses reach their goals. By Design.
Whether it’s hands-on design or collaborating on strategy, I’m focused on keeping things practical, creative, and aligned with our goals.
"Design is optimism in action," as Bruce Mau put it. This belief drives everything I do—using design to inspire change, solve problems, and create meaningful experiences.
My approach: 5 core principles
Understanding problems together
We start by deeply exploring your challenges, working together to uncover the best solutions.Seeing the full picture
I look at the entire problem, ensuring a complete experience from identifying the challenge to refining the solution.Strategic partnership
The best ideas come from collaboration; I work together with all stakeholders to ensure our solutions meet our business objectivesBringing fresh ideas
I love innovation. By working with you early, I bring new ideas and creative thinking to the table.Focused on solutions
I am dedicated to solving problems and delivering practical solutions that meet your needs.