Creative Strategist & Concept DesignerNarrative · Design · AI
Rotterdam · Netherlands
Creative Strategist & Concept Designer · Rotterdam
Make spacefor meaning.
I turn complex cultural and technological questions into brand narratives, campaign concepts and visual systems.
Strategy and image develop together—from the first question to the final form.
Impulses / 01
Impulses.
Two authored worlds lead the practice. Commissioned work, independent studies and one original instrument show how the method travels.
02REmemoryAuthored worldMemory loss does not live in one mind. It lives in the whole family.Speculative Care Product / AI & Memory2025Role Creative Lead · Concept Direction · Narrative InterfaceOutcome Interactive UX prototype and narrative framework; the AI layer remains conceptual.Status Winner · Hackathon / Techgrounds · Almere · 2025Case study updated 2026
03AuraA speculative concept for attention, AI and fashionWhat if luxury protected your attention instead of demanding more of it?Speculative Brand World / AI & Fashion2026Role Concept · Strategic Reframe · AI Direction · Experience & Campaign SystemOutcome A coherent speculative world spanning product, interface, film and social campaign.Status Independent, unsolicited concept study
04Bigen: Still MeA speculative strategic reframe for BigenColor that feels like you.Speculative Brand Study / Brand Narrative2026Role Brand Narrative Diagnosis · Strategic Reframe · Campaign Platform · Art Direction SystemOutcome Strategic brand reframe, narrative and campaign platform.Status Self-initiated concept study
05Becoming LeandraAuthored worldA controlled synthetic persona system under visual pressureThe character is the constraint. Everything else has to earn its place.AI Character Research / Editorial Worldbuilding2026Role Concept Direction · Character Canon · AI Image/Video Direction · Content SystemOutcome Character canon, visual DNA, prompt protocol, authored distance, fashion register, motion stress tests and a repeatable editorial output system.Status Ongoing self-initiated research and production system
06The Meaning GapFind the distance between what you make and what it means.Brand narrative instrument2026Role Strategy · Narrative · Interaction designOutcome Interactive brand-narrative self-assessmentStatus Self-initiated methodology
REmemory · AI & memory · 2025 · Hackathon winner
“Memory loss does not live in one mind.It lives in the whole family.”
Flagship / 02 · REmemory
Remembering is relational.
A speculative care concept for revisiting photographs, voices and places together—without presenting generated reconstructions as objective memory.
Enter the case ↗- Question
- How might families revisit and narrate memory together without presenting reconstruction as factual truth?
- Idea
- A shared narrative interface for photographs, voices and places.
- Role
- Creative lead · Concept direction · Narrative interface
- Recognition
- Winner · Hackathon · Techgrounds · Almere · 2025
Practice / 03
Meaning comes before output.
I begin with the human question behind the brief. Then I build the story, visual world and system that give it form.
Not AI for spectacle.AI as a material for empathy, memory and imagination.
- 01
Find the question
Identify the cultural, emotional or organisational tension behind the brief.
- 02
Build the meaning
Create the central narrative, position and concept.
- 03
Give it form
Translate the idea into identity, imagery, motion, interaction or campaign.
Evidence / 04
The work moves between systems and stories.
- Commissioned
- Waterproof · 3-film series · 2024
- Recognition
- Hackathon winner · Techgrounds · 2025
- Education
- MFA Sandberg · BA Rietveld
- Practice
- Independent since 2012 · Rotterdam
About / 05
I work where strategy still needs a form.
My background in social and political design taught me to read the context around a brief—not only the requested output.
Since 2012, I’ve worked independently across narrative, concept and image. I’m strongest when a team has a complex ambition but no shared creative direction yet.
I build the question, narrative and visual rules that let an idea travel across identity, campaign, film or interface.
AI is one material in that process. I use it to prototype possibilities while keeping context, authorship and judgement human.
Capabilities
- Creative strategy
- Concept development
- Narrative design
- Art direction
- Visual identity
- Campaign concepts
- Editorial and film
- AI prototyping
Engagements / 06
Ways to work together.
Open to freelance commissions, embedded collaborations and in-house roles. Scope and fee follow after a first conversation.
- 01
Narrative Sprint
One question sharpened into a strategic direction.
RouteFreelance
- 02
Concept & Campaign
From brief to core concept, visual grammar and presentation.
RouteProject
- 03
Embedded Collaboration
Temporary support for pitches, rebrands or new propositions.
RouteTeam
- 04
Role Conversation
Creative strategy and concept design roles across brand, culture and AI.
RouteRole
Contact / 07
Have a complex idea?
Let’s make space.
For identities, campaigns, cultural projects and new forms of AI storytelling.
hello@tomtjonaloi.xyz ↗