Anouk van Rooy interned at EdG and is now staying on as a visual designer. A graduate of the New Design and Attitudes program at Sint Joost, she has a knack for translating brand strategy into visuals that just click. We asked her a few questions.
New Design and Attitudes doesn't sound like a standard design program. What did you learn there that you couldn't have learned anywhere else?
New Design and Attitudes is definitely not a standard design program. Every student truly develops their own design attitude, and within my class, I can see how different those attitudes are. I quickly realized that as a visual designer, I was heading in a slightly different direction than many others.
The program is very hands-on. Instructors were constantly trying to get me into the workshops to experiment with materials and techniques. That is precisely why it became increasingly clear to me that I prefer working digitally. Even though I may have spent less time in the workshops than others, I always stayed true to myself in that regard.
What I learned most during my studies is that, for me, design isn't just about making something look good; it's about giving meaning to what you design.
Minimalist, but always with a touch of character—how do you maintain that balance without it becoming generic?
I don't see minimalism as "as little as possible," but as "everything must have a reason." It’s all about what you remove and what you consciously choose to keep.
It often becomes generic when you make safe choices: a standard font, clean grids, and lots of white space without any tension. That’s when it lacks character.
That touch of character lies in the small, conscious choices: a bold typeface combined with a subtle one, a single color that pops in an otherwise calm design, or small movements like a hover effect that add character without becoming overwhelming.
You translate brand strategy into visuals. At what point do you know that a visual is right?
A visual is right for me when it’s not just beautiful, but also visually communicates what the brand wants to project and say. When I design something, I always check: does this image align with how the brand positions itself and the message it wants to convey?
What is the last design detail that really made you happy?
The last design detail that really got me excited was in the project for We4U. During my internship, I was able to work on this project where we combined illustration and physical photography. Those layers on top of each other make it more interesting to me because it becomes a mix of the real and the drawn.
What I especially liked is that we also incorporated the illustration style into the typography. As a result, the illustrations really reinforce the design's message, making it a cohesive whole rather than separate parts.
If you weren't working in design, what would you be doing?
During my school years, I did internships in many different places, starting back in high school. I got to take a look everywhere, from hairdressing to hospitality. But nothing there really felt like it was for me. Until I did an internship as a graphic designer. From that moment on, I knew immediately: this is what I want to pursue. After that, I never really doubted my path again.
If I had to do something else, I think it would be something in the direction of nail artistry or healthcare. Something creative or caring, because that fits who I am as a person.
Anouk completed her internship with us, and we're happy to say she's staying on. Great to have you with us, Anouk!
