Creative
Content &
Concepts

Creative Services Extraordinaire

100% Authentic
Unique concepts and content rooted in your brand DNA

Bold Statements
Campaigns, concepts
and content that strengthen
brand identity

Efficient Workflow
Creative thinking, AI tools and clear communication from start to finish

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Portfolio Highlights

  • SO-WE • Identity

  • TIGER CAVE • Graphics & Illustration

  • ADORE • Graphic & gif

  • AMERICA TODAY • Campaign Design

  • SMARTGIRLS • Illustration

  • THE GIFT LABEL • Graphics Packaging

  • LOAVIES • Campaign Design

  • TIGER CAVE • Graphics & artworks

  • • Gifs •

  • SMARTGIRLS • Illustration Column

  • TIGER CAVE • Illustration

  • ADORE • Graphic Design

  • TIGER CAVE • Graphics & Gif

  • Smartgirls • Graphic Design

  • AMERICA TODAY • Campaign Design

  • Vuurrood • Illustration Campaign

  • TIGER CAVE • Graphcs & Gif

Areas of Expertise

AI Creative Direction | Brand Direction | Concept Development | Content & Storytelling | 360° Campaigns Branding | AI Creative Workflows | Style & Fashion | Retail Ecommerce | Food Culture | Art Direction | Visual Identity Print | Editorial | Books

GO TO PROJECTS

Client Portfolio

The Meow Effect

Ask yourself, how do you want to be remembered?
As another safe brand in the crowd or as something people instantly recognize and keep coming back to?

The Meow Effect is about identity, boldness and knowing what deserves to stand out.
Not changing a brand into something it’s not, but highlighting the character that is already there and pushing it just slightly further.

Sharper concepts. Stronger campaigns. More presence. More recognizability.
Like a marker through a sentence. You underline what matters. Part strategy, part instinct, part show pony vision.

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About

Hello, I’m Ginny Hupkens, a Rotterdam based creative with over 15 years of experience across branding, campaigns, content and creative direction.

Throughout the years, I’ve worked across lifestyle, retail, fashion and e-commerce, developing concepts and visual identities with a strong focus on atmosphere, recognizability and brand character. My work moves between bold, edgy and fashion forward, with a strong focus on recognizability, atmosphere and brand character.

AI currently plays an important role in my creative workflow, especially in concept development, visual storytelling and campaign thinking. Not as a replacement for creativity, but as a tool to explore ideas faster and strengthen creative direction.

Outside of work, I’m inspired by food culture, music, films, cities, fashion, nature and everyday details that carry personality. The things that stand out are usually the things that stay with you.

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