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Irdeto
ART DIRECTION & BRAND DEVELOPMENT
Current in-house role
THE CHALLENGE
Aligning Irdeto’s visual identity with its ambition to make connectivity feel safe, human and accessible, while making the value of its security technology tangible.
MY ROLE
Leading the creative process from research and concept development to stakeholder approval and execution. Defining the visual direction and developing brand guidelines with the design team.
CREATIVE DIRECTION
From security to human experience.
Building on Irdeto’s existing identity, I developed a visual direction that connected its security technology to everyday human experiences. The focus became what that technology makes possible: enjoying entertainment with confidence, without disruption or technical complexity.
BRAND STRATEGY
Making the
mission visible.
Irdeto’s ambition is to create a secure future where people can embrace connectivity without fear. It also aims to build personal customer relationships, understanding the people behind each business and working closely with them.
I translated that ambition into imagery of familiar moments: families watching television, friends sharing the excitement of live sport and someone settling into a favourite series. Each image needed to communicate emotion and help viewers recognise themselves in the experience.
I presented the concept and its rationale to the Brand Manager, and VP Marketing, demonstrating how the proposed visual direction reflected Irdeto’s mission and its focus on people.
GUIDELINES & COLLABORATION
A shared direction for the team.
I developed the visual guidelines together with the design team. Involving them in the decisions helped build a shared understanding of the direction and how to apply it in everyday work.
Photography needed to show recognisable emotion, with warm, bright lighting and a subtle purple treatment to connect it to the brand. Images featuring alcohol or tobacco were excluded to support use across different cultural markets.
The guidelines gave the team clear criteria for making creative decisions. A peer review process reinforced this approach, with team members checking each other’s work before release. Together, these practices helped the team work with greater consistency and coordination.
EVENT DIRECTION
A different expression for events.
At trade shows, visitors already share an interest in the industry. The priority was to create a distinctive Irdeto presence and put the brand and its vision at the centre.
I chose a predominantly white environment with carefully balanced purple accents. This created a refined setting that stood out while staying connected to the wider visual identity.
Sustainability was also part of the stand’s construction. More than 90% of the materials were reusable, allowing the components to be reconfigured for another client at a different exhibition as soon as the following week.
My involvement extended into delivery on site. From the first day of construction, I worked alongside the builders, made decisions as issues arose and helped find practical creative solutions. During the event, I remained a point of contact, coordinating requests and keeping an overview of what was needed.
IBC Amsterdam 2026
IBC Amsterdam 2025
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