The Bravemark Designer Spotlight meets Youri van den Hurk #2

Youri talks about where he started as a designer, how he found his footing in the industry, and what ultimately pushed him to explore a location-independent lifestyle. He explains his early career decisions, the moment he realized he could work from anywhere, and how freelancing paired naturally with travel.

Currently, Youri and his partner have adopted a digital nomad lifestyle, spending half the year traveling and the other half in Portugal. This unique setup allows them to explore new cultures, gather inspiration, and maintain a healthy work-life balance. As Youri explains,

“While traveling, we work to explore and combine work with our adventures.”

Working in unfamiliar environments has become a source of inspiration for Youri. He believes that immersing himself in different cultures exposes him to new colors, designs, and brand identities, all of which feed into his creative process.

“Instead of being in the same place all the time, I need that new energy to create innovative designs,”

This perspective is a reminder of how stepping out of our comfort zones can lead to greater creativity and fresh ideas.

In this key segment, Youri breaks down his design philosophy. Instead of starting with visuals, he emphasizes strategy—understanding the brand’s purpose, audience, and goals. He explains how strategy guides all creative decisions and why skipping this step leads to shallow or inconsistent branding.

Youri dives into the “building blocks” of strong branding: brand values, mission, positioning, tone of voice, and core messaging. He shares how he collaborates with clients to uncover these elements and why a solid foundation saves time and prevents direction changes later.

Youri reflects on how passion projects fueled his confidence, sharpened his skills, and helped him land real client work. He encourages designers to create projects for themselves — especially when starting out — because they demonstrate style, thinking, and capability long before clients arrive.

Here, Youri contrasts traditional brand books with modern brand systems. He explains why static PDF guidelines are becoming outdated and how today’s brands need flexible, adaptive rules for digital platforms. He highlights brand kits, component-based systems, and living guidelines that evolve over time.

Youri explains why consistency is often more impactful than pure aesthetics. He talks about how repeated elements — colors, typography, voice, layout patterns — build recognition over time. He also shares examples of how small inconsistencies can dilute a brand’s impact and confuse audiences.

Johan and Youri wrap up the discussion with final reflections. Youri talks about his current focus, what’s inspiring him, and what he’s excited about in the future. They end on a motivational note, encouraging designers to stay strategic, curious, and consistent.

Youri van den Hurk — Strategy First Brand Identity Designer, crafting bold and memorable brands.
Follow Youri:
– Instagram @yvdhbranding
– LinkedIn https://www.linkedin.com/in/yourivandenhurk/