Some people get obsessed with true crime podcasts. Laura Beulens gets locked-in with your brand.

Once a project starts, she dives into a rabbit hole of references, connections and context. She often catches herself brainstorming mid-bite of a cinnamon roll or while rearranging her living room (again).

Laura approaches each identity with curiosity, care and a tendency to zoom in. Her process is grounded in research, guided by intuition and fueled by a (not-creepy) kind of obsession. She collects, questions, connects the dots — until things click.

Whether building something from scratch or reimagining what’s already there, Laura helps shape identities that are thoughtful, contemporary and just the right amount of offbeat.

Visual identities are her main playground but she happily goes on sidequests, from a bulky book to untz untz posters and things in between. She thrives when there’s room for trust, mutual enthusiasm and a little space to go off-script.

Based in Belgium (Ghent), Laura works with clients both locally and remotely. Online meetings make geography irrelevant, though she’ll never say no to an excuse to travel.

Laura teaches at LUCA School of Arts and founded Twaalfmaal, a collaborative calendar project that invites twelve designers each year to contribute a month with all profits going to charity.

Whether in the studio, the classroom or a shared creative platform, she will bring snacks and a love of making things that carry a message beyond vibes.

Read my latest It’s Nice That feature