01 – Building and Evolving the Irdeto Brand
Over a period of more than 14 years, I helped shape and evolve Irdeto’s global visual identity across digital, events and marketing touchpoints. What started as a company with a heavily dated visual language gradually evolved into a modern and scalable brand system designed to remain relevant within a rapidly changing technology industry.
My role focused on overseeing and guiding this evolution across all major brand applications, ensuring consistency while continuously modernizing the visual direction without losing recognition or trust built over decades.
During this period, I led the redesign of the company-wide template ecosystem, introducing a more contemporary and flexible system used across departments globally. This work was recognized internally with the Bronze Award for innovation and execution.
Earlier in my journey at Irdeto, the first major round of visual modernization and rebranding also received recognition from the Sales Department through a Marketeer of the Year Award, acknowledging the successful transformation of the company’s visual presence while maintaining alignment with the brand’s core identity.
02 – Long-Term Brand Evolution
Rather than introducing disruptive redesigns, the approach focused on gradual and strategic evolution. The goal was to keep Irdeto visually current while preserving the recognizability and trust associated with the brand.
Core elements such as Irdeto’s signature purple remained central throughout the years, while surrounding systems evolved to reflect modern design standards and changing visual trends. Outdated graphic blocks and legacy color combinations were phased out in favor of cleaner layouts, increased white space, modular systems and a more refined gradient language.
Each iteration was designed with longevity in mind. Brand updates needed to remain relevant beyond a single launch cycle while staying flexible enough to scale across digital platforms, trade shows, internal systems and global marketing activities.
This continuous evolution helped position Irdeto as one of the visual leaders within the industry, often setting the tone for competitors that would follow similar design directions in the years that followed.
03 – IBC Amsterdam
IBC at RAI Amsterdam served as the flagship event for Irdeto and became one of the most important physical expressions of the brand. Over multiple years, I led the creative direction and execution of the booth experience, translating the evolving visual identity into a large-scale architectural and environmental presence.
This included booth design direction, navigation systems throughout the venue, event branding, digital applications and on-site creative support during build-up and live event operations. Each year, IBC also became the launch platform for new visual updates and brand evolutions, helping introduce refreshed systems internally and externally in a highly visible way.
The booth evolved into more than a trade show presence. It became a physical representation of the brand system itself, balancing premium aesthetics, functionality and scalability.
In 2025, the booth design was nominated for a Sustainability Award thanks to its 90% reusable construction approach and zero plastic waste event policy, reflecting a broader shift toward more responsible and future-focused event design.
04 – Testimonials
“Despite his leadership role, he remains deeply collaborative and genuinely cares about the growth and well-being of the team.”
– Boryana Mileva | Direct Report
“Almar is a well-rounded Art Director who leads by example and is never afraid to get his hands dirty. Alongside managing the team, he actively contributes to the creative workload and continuously pushes the team toward a higher standard.”
– Manli Lau | Direct Report
“Almar has an exceptional creative mind, but what truly sets him apart is his ability to connect creativity with brand strategy.”
– Godert Burghart | Vice President Marketing