How then? Well, partly by doing good research. Research into the competition, the sector and the context. Not only so that you design better yourself, but also so that your client gets guidance to respond to design choices in terms of content. So not: “I like green”, but: “I see that green is a distinctive choice.”

And we did that on the basis of a really cool project that we did together with Robbin and Maarten, the founders of Humanoids: At Heart, check out the full case study.