Roel studied at the College of the Arts in Utrecht (Image and Media Technology) and holds a master degree in Interactive Multi Media at the Royal College of Art in London. In 2000 Roel joined Lost Boys (later: LBi and DigitasLBi) in Amsterdam. He has a strong background in user experience design, art direction, concept and creative strategy.
The user centered design philosophy is key in Roel's approach to making complex services and processes more user-friendly and intuitive, while at the same time focussing on the clients business targets.
Over the years Roel has built up special expertise in the Travel & Leisure industry. Working for NS (Dutch National Railways) and NS international for more than 10+ years and other brands like: KLM, Arke, TUI, ANWB, OV-chipkaart, Vliegwinkel, BudgetAir, Vaya!, Schiphol Airport, IATA, Center Parcs.
Some other key accounts Roel has worked for the last years: Vertu, Springfield, Cortefiel, Scotch & Soda, Tommy Hilfiger, Shell, Philips, Coolblue, Endemol, Disney XD, HEMA, Nationale Postcode Loterij, Sara Lee, Douwe Egberts, Van Gogh Museum Shop, Fujitsu Siemens Computers, PcM, Bruna, Mexx, Hoogovens, Bizz, PTT Post, Global Arena...