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Frame Creation in Practice, a workshop in Social Design methodology
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Mark Hoevenaars

Strategy Director, VanBerlo

Boudewijn Soutens

Strategy & Design Director, VanBerlo







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Session Description:


How can design thinking be successfully applied to challenges in the public domain (e.g. healthcare, safety, wellbeing)? How can we make railway stations feel safer? How can crowd control measures at big events be made fun and enjoyable?

In this interactive workshop, Mark and Boudewijn will share recent cases of applying the VanBerlo methodology in practice.


Based on the Frame Creation Theory by Prof. Kees Dorst, published in his book, Frame Innovation (MIT press 2015), VanBerlo developed tools and methods to solve actual problems in co-creation with its clients. 

The workshop will reflect on lessons learned in practice and contain interactive elements, so participants get hands on with the methods used.





Mark Hoevenaars ran his own design business after graduating from Design Academy Eindhoven. In 2004 he joined VanBerlo to lead the transformation of the communications division of VanBerlo to focus on brand and communications strategy.

During his time at VanBerlo, Mark has been continuously looking for new and better ways to tackle client challenges in the fields of branding and innovation strategy. In 2013 he received his MBA with distinction for his thesis on the Future of Dutch Design.


Boudewijn Soetens joined VanBerlo as strategist in 2004 after graduating from Delft University of Technology. He has dedicated most of his professional career to the development of VanBerlo methods and services in the front end of innovation, spanning the domains of design strategy, innovation strategy, user insights and social design.

In his current role, Boudewijn leads one of the design teams. He is responsible for realising innovation potential with clients as well as for continuing to expand the VanBerlo service offer.

Boudewijn is a frequent guest lecturer on innovation strategy and design methodology.



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