Our vision

We firmly believe doing good is the way of the future and that there soon will be no difference between running a business and creating a better society. We want to make sure you don't miss out on that future.




The team

We have a combined 40 years of experience working in branding, strategy and design for companies and non-profits. 

Koen Wijffelaars

Creative Strategist & Founder

Koen graduated from Delft University with a Masters in Industrial Design Engineering. He has 12+ years of experience in design and strategy, working as a senior designer at Sony studio Guerrilla Games before starting his own company GoedConcept. Has worked with numerous clients in entertainment, gaming and non-profit. 

Jason Mills

Brand Strategy & Founder

Jason graduated from DePaul University with a B.A. in Graphic Design and continued on to Syracuse University for Masters course work in Advertising Design. He has 18+ years of experience in advertising art direction and 10+ years in brand strategy and full service marketing. He has worked with 100’s of clients in the fields of health care, fashion, finance and non-profit.

Frank van der Burg

Sales & Marketing 

Frank etcetc graduated from Delft University with a Masters in Industrial Design Engineering. He has 12+ years of experience in design and strategy, working as a senior designer at Sony studio Guerrilla Games before starting his own company GoedConcept. Has worked with numerous clients in entertainment, gaming and non-profit. 

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