Design is not just visual. It is about creating an emotional connection with your audience. With a strong understanding of our clients’ intention, we curate fresh ideas with novel techniques to illustrate the narrative.

Design

Making your websites faster, lighter and more efficient. Digital technologies evolve each day, so we constantly adapt to stay on point. Then, we give you the keys so you can keep your content relevant with full independence.

Websites

Pulling off seamless customized online and hybrid event experiences. From virtual conferences and summits to live-streamed product launches and webinars, we craft engaging, interactive designs that drive audience engagement and deliver measurable results.

Digital & hybrid events

Social media marketeers are unanimous: video is the most impactful medium. For commercials or short films, we propose striking narratives and produce stunning content that will leave a lasting impression.

Videos

In the age of information inundation, your content needs to be better to stand out. Better means different, innovative, more tailored.

Social content

Spatial design is about navigating forms and spaces. It is also about turning communication and technical constraints into opportunities so we can create exhibitions that vehiculate emotions.

Spatial design

Branding missions are often centered on our clients’ activities. It therefore becomes particularly thrilling and challenging when they introduce themselves with the sentence “we can do everything - there is no boundaries”.

During branding processes, first meetings with clients are always determinant and this one was no exception. Let’s do a short throwback through the experience.

The more we discuss, the more it becomes obvious “we can do everything - there is no boundaries” is not a formula, they can literally do everything. Indeed, our interlocutor explains us with passion the various projects they have been working over the past years and it goes in all directions: building a flight simulator, IT/AV rental and installation, cyber security mission, CNC and laser cut projects…

We have in front of us a kind of mad scientist, excited to deliver any project that involves creativity, problem solving and crafting. It is sometimes hard to follow: projects and ambitions are presented with passion and enthusiasm, technical details of the solutions are interesting but hard to understand.

If we don’t seize all details of the explanations, it becomes pretty obvious that what interests our interlocutor are not the problems or the solutions as such. What’s exciting is the solving process. What’s satisfying is forging the solution. What adds value is employing craftsmanship to solve the puzzle at hand.


At the end of the meeting, we briefly evoke an emotional connection with Sweden, for familial reasons. It seems there is an attachment to the country, its nature, its rudeness.

The meeting ends and it’s our turn to face a puzzle to solve.

These discussions always need a bit of temporization, before being able to make an appropriate branding proposal. Every time we meet a new context, expertise, personality, and we need time to apprehend this reality.

But it seems that we have all been hooked but the ideas of forging & crafting and reception to the intimate link with Sweden.

And then suddenly, everything became obvious. We discussed about forging, about metal, about Ironman, about Sweden… and we found JÄRN – the Swedish name for iron. The next steps followed smoothly: a bold typography with a twist, strong colors and a powerful tagline: “Forging excellence and crafting dreams”.

JÄRN - Forging excellence and crafting dreams 

We decided to start an introspective process involving the whole team, to measure how everyone perceived this 12 months-long (and counting!) adventure.

We gathered everyone in front of a camera, for face-to-face interviews with our in-house video director: Jérémy. With Romain, they selected the best pieces and most open-hearted sequences, to meet the only briefing given: 

If we expected to hear personal experiences, failures, successes, difficulties and accomplishments, we didn’t anticipate gathering such consistent feedback.

We didn’t know everyone would actually tell the same story: “WOOGIE is about us”.

Our story is about people, talents and expertise gathered around the same table. Human beings who learn to know each other. Our experience is about the richness of diverse points of views.

It doesn’t mean everything is smooth and easy. It doesn’t mean everything runs without failure and frustration.

But it means we are obviously connected by a quest to cultivate precious interactions, necessary disagreements, crash-tested ideas, respectful relationships, and trust. It means we are building something together. It means we are writing our own story.

This one is about us

Last June, our design studio launched a competition dedicated to non-profit associations (ASBL), offering them the chance to win access to our services to design or update their graphic identity.

ASBLs wishing to participate had to submit an application presenting who they are, their actions and values.

The enthusiasm generated by the competition and the number of entries received confirmed our commitment to helping others.

Each proposal revealed a captivating and committed project located in Brussels. To ensure a fair selection, we called on our friends from the 

 and organised a workshop to select the winner. At the end of an in-depth deliberation, we were delighted to announce two winners. We had a meeting with them to understand their communication plan and their needs.

Both projects are unique with very different graphic needs. This led us to decide not to decide and choose two projects.

We're delighted to take on this challenge and contribute to the development of these meaningful initiatives, which share the same values as our studio. These two projects are also closely linked to our Adapt and Shape values.

Adapt for “Rise for Climate”, which is in line with the need to act and set an example, by having a positive influence when it comes to limiting our impact on the planet.

Shape for the “Syndicats des locataires”, which reflects the need to improve the environment in which we live, to make it a better place to live, more open, fair and safe.

The collaboration has begun. Stay tuned on our social media to follow the progress of our work. We'll be revealing the results of these collaborations soon!

Give a hand to your brand : process and candidates

We prioritize our clients and their realities in our work and approach. As explained 

, we pay a particular attention to understand our clients, their needs and their contexts.

To illustrate our customer-centric approach, we prefer the English saying, “who pays the piper calls the tune” over “le client est roi”. If we know that in the end the meaning of the sentence is the same (because clients do have the final say), the story of the piper brings three important nuances:

It acknowledges the existence of the piper – so the person blowing in the pipe, who is crucial for the story, and it recognizes him/her a certain expertise (if anyone could play the pipe, there would be no need to pay someone for it).

It suggests that while the client dictates the overall direction (he “calls the tune”), there is still room for interpretation for the piper: the rhythm, the tempo, the style. So the client choses what we play, but we can be proactive in the way we want to play it.

On our understanding, the one who pays “calls 

tune” but can still be surprised by the piper for the rest of the show.

These three elements are crucial for WOOGIE as a creative studio:

Providing expertise – while clients have the final say, we still claim to bring expertise around the table. Our clients come for advice and guidance (whether in the end, they want to follow them or not);

Going for the extra mile – most of our clients come with well-formulated, and well-thought requests, some assignments are very clear and precise. No matter the constraints, we always go for the extra miles, we aim for the little efforts that makes the results better than originally expected.

Propose more – most of our clients come with one specific demand, but after analyzing their context and challenges, the needs we identify are often broader than what they originally thought. When it’s the case, we allow ourselves to propose more and we sow seeds for later.

But we can certainly play whatever tune you call.

We can’t predict where the show will bring us and if the party will ever stop.

But we will deliver a performance beyond expectations.

The client is (not) King 

If you have been to the circus lately, it probably reminded yourself, the illusionist has two tricks : the first is the trick itself: the manipulations, the tools, the engineering he/she uses to create the illusion; while the second is the distraction, to make sure you don’t look too closely and you don’t pay attention to the details, so you don’t see the trick. Well, the Blue Monday uses the same principles: the engineering are the ads, the newsletters, and the sponsored content that brands push in front of our eyes, while the concept fo Blue Monday is the distraction. An excuse to tell us we're missing something, that we need to buy our way to happiness. One hand performs the sleight, while the other distracts you from seeing the truth.

Yes, we do miss the sun (especially in Belgium) during these long months of winter.
Yes, the food, the drinks, the parties, the noisy kids environment during Christmas break haven’t contributed positively to our current well-being and life balance.
Let’s be frank, as magic as Christmas break can be, what we would need at this period of the year is more outside walks, more nature, sports activities, more natural lights and less everything else.
But this temporary depressed mood and this seasonal blue is not a fatality, even if some brands would like us to believe it (so they can sell us what we artificially need).

We challenge brands to think differently.


What we expect from brands today, is to stop proposing artificial services and products to make us feel better during down time and blues periods. We expect brands to contribute to more positiveness in our daily life on the long term. Instead of proposing us a shitty pull-over as a quick-fix to feel better in January, we expect brands to propose us robust outside sportswears, that give us so much comfort that they drive us outside in the middle of the nature 365 days a year, regardless of weather conditions. Instead of luring us with discounts for fleeting city breaks, inspire us with tools to craft our own meaningful adventures, extending the joy of anticipation and planning beyond travel duration, decreasing the need of frequency. Instead of proposing us stuff that fix our short-term artificial needs, we expect brands to embark us in a long-term journey, and adhere to their societal project.

For societal, environmental and economic reasons, what we expect from brands today is an ability to fix our issues on the long-term. We're not just buyers; we're people seeking meaningful, long-lasting improvements in our lives. We don’t want brands to create artificial needs, we want them to address our real ones. This comes with a CSR positioning in terms of organisation, services and projects, that needs to be translated into meaningful communication that gets rid of illusional rendez-vous. 

The time of illusion is over, it’s time to get real.

Blue Monday - the power of illusion

While A.I. has been all around for more than a year, it seems that it has been literally “around” me for a while. Not that I wasn’t interested, but I think I was/am part of those “intrigued-but-afraid people”.

In an interview for PUB magazine few months ago, I described A.I. tools as “extra players around the brainstorming table”. So, not someone who is always right, but someone who brings valuable insights.

But still, my old-fashioned brain had doubts.

Are “they” going to make us obsolete?

Are “they” going to destroy our ability to think, imagine and create?

Will “they” impact our capacity of learning?

Will “they” turn our brains into a soft and chewy marshmallows?

Few weeks ago shared an article with the team, giving a statement strongly against the use of ChatGPT to solve our problems and pointing fingers on risks and threats for our imagination. This initiated an intense debate between us… The debate motivated demos and tests, that initiated new discussions…

I came back home with new questions, new doubts, and the wish to explore more.

Can you please give me the exact prompt you used (to understand how to prompt).

“This answer seems a bit simplistic, can you elaborate a bit more?”

“These two criteria seem missing in your answer.”

Step by step, I was learning how to master the monster.

But everything became obvious the night I try to help someone at home, on a subject completely out of my zone of expertise.

I said :”You know what, let describe your issue and let’s try to solve it the old-fashioned way.”

What I figure that day is that we had a bigger brain than ChatGPT.

It certainly knows lots of stuff, but it still needs our neuronal system, our critical thinking, and our expertise on specific issues to generate rich results. If we have a hangover, so does ChatGPT. If we are trying to solve a problem in the stress, ChatGPT will lose its temper. If we are not smart, ChatGPT is stupid.

This observation raises a persistent question: if our brains is the drivers of GPT’s answers, if we are the driver of A.I.’s quality of results – the future will be influenced by what we decide to do with these tools. Are we worthy of the technology?

Master the monster

We started an urban exploration in Brussels, trying to understand how people interact with the city.

The whole project started with an observation : cities don't exist for themselves. Cities are where we play, where we eat, where we work, where we meet. Cities are where we live, and they only exist because we live them. 

So we decided to take our cameras and go in the street with the objectives to depict how our fellow citizens "live" Brussels. More precisely, we try to explore life forms of the various districts that make Brussels.

As any explorer, we are not sure what we will find, but we will propose the most genuine and honest report.

Analog photography seemed to be the most adapted medium to capture the moments in their most spontaneous form, and social media seemed the most efficient platform to disseminate them. But who know what the exploration will reveal, what we will discover and how the project will evolve?

Embark in our urban/human/artistic adventure...

Humans as creative inspiration

You are unique. Your reality, your organization and your colleagues are unique. So we had to develop a methodology to ensure we could express your uniqueness in our creative productions.

We tested and experimented different models and processes that help us to catch the essence of your briefing. We asked ourselves if there were any magic way that could allow us generate unique creative proposals, that hits our clients in the guts with certainty?

We ended up with the two-sides briefing theory.

 often only in a technical point of view. What support, which format, what deliverables, what objectives… The technical briefing is obviously a key point of any project.

But a list of technical specifications can end up generating very different products. Take two famous paintings: 

 from Toulouse Lautrec. Technically, both can be described as

 works of art created by applying paint, pigment, or other coloring agents to a flat surface such as canvas, paper, or board and depicting a show in a circus

. But they look radically different and the impact they have on you is different too.

The difference stands in both the artists’ interpretations and your emotional way of receiving the message.

The difference stands in emotions. Because emotions are personal, unique and genuine. We believe our creative process should play with emotions so we can generate proposals that tell more authentical stories.

 takes so much importance in our creative process: understanding our client’s reality, challenges, objectives; grabbing insight on who is around the table, what are everyone expectations and agenda; understanding what people say, but also focusing on why they say it. We try to focus on human beings; understanding what they need, what they like and above all what they find unique about their organization, their work, their team.

Therefore, in complement to the elaboration of a technical briefing, we set up an emotional briefing thanks to a well-established methodology with different steps: specific questions (formal / informal), presentation and discussion around of references, formalization of both technical and emotional briefings...

Understanding our clients emotionally helps us developing more accurate services. 

Will you be the next one to open your heart to our creativity?

About uniqueness of emotions

You cannot pretend to generate true creativity if you don’t watch trends, if you are not curious enough to guess what’s coming next. But this implies daring to be wrong. A state of mind that requires a huge amount of energy.


After spending 3 years convincing clients that hybrid events was the new normal, we witness today that both organisers and participants see hybrid more as a constraints than an opportunity. We are still convinced hybrid opens new communication doors and extends events reach, but we acknowledge that the “hybrid as new normal” we described so many times as the most certain trend, did not happen.

In the same way, cryptos, NFCs and Metaverse were expected to change the world. They have, and maybe they still will. But after few months of trends, a simple hesitation of few key actors suffices for the whole world to start thinking they might not be as promising as expected. In the specific cases of cryptos, NFCs and Metaverse, if they are still considered promising, they are not trend number one anymore. Because number one today is A.I. (April 2023). And A.I. is actually trending so much that some solutions are already obsoletes  after few months on the market.

Investing in research and innovation is a risk. All financial investments spent in development, testing and commercial efforts can bring very limited return. Worse, the energy and motivation of a team that focused for months on a specific topic can disappear in a snap. You risk a potential high loss simply because you backed the wrong horse, or because some external factors intervened in the process (decision from a key player, war, sanitary crisis, you name it).

So the question is : is it worthy? Financial loss, team motivation, team overload : is the risk worth taking?

Our answer is : it depends how much you learn.

How you consider these fails as an opportunity for your team to grow. How it contributes to your processes, how it helps opening your minds. That’s the interesting part of not knowing : what looks like a lost investment today might actually end up being a winning choice tomorrow (the story of QR code, announced dead few years ago and now trending again is a great example).

How this state of mind cultivates curiosity among your staff. How it therefore helps you fostering creativity.

Daring to be wrong is also making sure to have an opinion and bring something on the table. Recognizing this opinion might be wrong allows debate, brainstorming and ideas generation.

So, we don’t know, we explore and we guess.

Daring to be wrong

Osmose aims to reduce harassment, moral and physical aggression in clubs, bars, and festivals. 

The collective is active inside clubs with a care and chill zone to provide support to anyone in need. They also provide training and consultancy services to nightlife actors.

Osmose had a project with a strong purpose.

A brand that can be easily identified on events.
A brand to communicate with a positive approach on these difficult and heavy topics.
A brand that conveys the impact of safer nightlife could have to society.
A brand that could become a quality label recognised in the nightlife sector.
A brand that could become a symbol.

The original briefing was a little evasive. But the first meeting turned quickly into a meaningful conversation.

We talked about why nightlife is an essential balance in society. Why nightlife should be safer for everyone if we want it to remain a place of freedom? How we define safer places, and how you implement them?

We created a unique logotype, mixing rounds and angular shapes, that refers to engraved lettering techniques. A bit like the marks on toilet doors that have been marked by all that has passed in need of expressing something during a short pause in a long night.

We combined this unique logotype with two fonts that combine both strength and delicacy, to convey these powerful and loving messages.

Then, we wanted to mix vivid colors and textures. As a praise to diversity and joy. So we brought gradients, textures, and quite a wide color scheme.

Osmose wanted to communicate on a single channel: Instagram. So we helped them frame their messages in a content calendar and applied the branding we created into social media posts.

We
take
notes
everyday

All36

Design12

Websites12

Digital & hybrid events10

Videos14

Social content10

Spatial design09

JÄRN - Forging excellence and crafting dreams

This one is about us

Give a hand to your brand : process and candidates

The client is (not) King

Blue Monday - the power of illusion

Master the monster

Humans as creative inspiration

About uniqueness of emotions

Daring to be wrong

OSMOSE

We take notes everyday

All36

Design12

Websites12

Digital & hybrid events10

Videos14

Social content10

Spatial design09

JÄRN - Forging excellence and crafting dreams

This one is about us

Give a hand to your brand : process and candidates

The client is (not) King

Blue Monday - the power of illusion

Master the monster

Humans as creative inspiration

About uniqueness of emotions

Daring to be wrong

OSMOSE

We
take
notes
everyday