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  • Robin Hoenderdos

    Design Innovation, Design Strategy and Creative Facilitation...

    Rotterdam, Netherlands

All-round design professional with 10+ years experience in designing innovative mass-market branded products. Focused on strategic design innovation and creating 'the big idea'. Enthusiastic team player who combines creative and analytical thinking to develop products and services that have new meaning for people. FLEX/the INNOVATIONLAB is an award-winning international design and innovation consultancy. We partner with forward-thinking companies (from local start-ups to global multinationals) to design relevant products and structural packaging: profitable, durable, thoughtful, social, beautiful, functional. Our mission? "Creating a New Reality" I've led complex design projects from design research to implementation. For multiple international brands I've designed award-winning products that increase brand value, drive sales or reduce costs. I'm driven to develop products and services that have new meaning for people or change behavior. Over 10+ years I've especially developed expertise in organizing design strategy sessions and creative workshops and leading idea / concept development phases. When not navigating the fuzzy front-end of innovation I enjoy exploring other areas: mountaineering, trail-running, foreign cultures (lately: Japan) and the boundaries of music. Specialties: user-centered design, concept development, design strategy, branding and identity, design management, design research, creative facilitation.

Work Samples

  • Philips Hue

  • SKF

  • Wattcher

Work History

  • Senior Designer / Project Manager

    • Apr 2007 - Present (10 years 7 months)

    Designed consumer products, professional products and packaging from idea generation to implementation phases.
    Organized and led strategic workshops and creative sessions with multidisciplinary project teams.
    Managed projects, responsible for design quality, client contact, planning and budget control.
    Clients include: Tefal / Groupe SEB, Philips, AB-InBev, SKF, Unilever, Sara-Lee, Bosch, Procter & Gamble, Friesland-Campina, Pidilite.

  • Design Manager

    • Sara Lee Household & Body Care
    • Jan 2005 - Mar 2007 (2 years 2 months)

    Responsible for Design Innovation and Design Strategy of the Sara Lee body care brands, including Sanex, Radox, Duschdas and Williams.

  • Industrial Designer

    • Sara Lee Household & Body Care
    • Aug 2003 - Jan 2005 (1 year 5 months)

    Designed consumer products for brands like Ambipur, Kiwi and Sanex, from concept development through to engineering and implementation.

  • Industrial Designer

    • Springtime
    • Feb 2001 - Dec 2001 (10 months)

    M.Sc. graduation project for Delft University of Technology.
    Designed an interactive communication toy for children.

  • Graphic Designer

    • Grafix
    • Aug 2000 - Oct 2000 (2 months)

    Designed several logotypes and housestyles for retail, consultancy and trade companies.

  • Industrial Designer

    • FLEX Development
    • Mar 2000 - Jun 2000 (3 months)

    Designed medical products, packaging, industrial products and consumer products.


  • Delft University of Technology

    • M.Sc. Industrial Design
    • 1994 - 2001
  • RSG 't Slingerbos

    • VWO Dutch, English, German, Physics, Math, Chemistry, Economics, History
    • 1988 - 1994



iF Product Design (Tefal Ovation pots) / GIO (Tefal Cover) iF Product Design (SKF tool cases) / GIO Special Award "Functionality" (Philips Hue) / Gold Pentaward (Philips Hue) / The Dieline Award second place "Technology, Games, Toys and Media" (Philips Hue) / GIO (Tefal Ingenio removable pan handle).