Robin Hoenderdos

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.