Articles and writing from the studio — thoughts on design, code and culture, and the work that comes out of them.

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Arty
Work

Arty

Mascot, identity, and product site for an AI content platform
News

Tella Updates the Icons and Design

Tella rolls out a refreshed set of icons alongside a wider design update across the product.
MOSS Ecommerce
Work

MOSS Ecommerce

Custom Next.js booking platform for a sailing school
Tella
Work

Tella

A brand in motion
Comulate
Work

Comulate

Marketing site refresh for an AI-native accounting platform
Climascapes
Work

Climascapes

Climascapes is a platform allowing students, architecture studios, researchers and governments to explore and create nature based solutions.
Squizzi Begins Printing Its First Label
News

Squizzi Begins Printing Its First Label

Finally seeing this one come to life, the first label for Squizzi is being printed this week. Designed by me, inspired by the simple honesty of Japanese mayo packaging.
Abe Impact
Work

Abe Impact

A social enterprise that connects great communicators with organisations working for a better world.
American Terawatt
Work

American Terawatt

American Terawatt is dedicated to strengthening and modernising America’s electricity network.
Squizzi
Work

Squizzi

Brand identity, packaging and ecommerce site
AiSC Scorecard
Work

AiSC Scorecard

A new kind of agency intelligence platform.
Sohamm Babajee
Work

Sohamm Babajee

Visual Identity and Dual Website Design
CrowdBuilding v2
Work

CrowdBuilding v2

Scaling the Platform
Journal

Scribble – March Edition

Where is the value of art? Is it in the skill of the artist, the time and dedication to the medium? Is it to the concept, viewpoint of the artist or message told? Or is it simply the thing itself?
Journal

Scribble – February Edition

On nostalgia, pixel games, and chasing childhood wonder in your 30s — plus updates on CrowdBuilding, MOSS, and the new studio move.
Cleargate
Work

Cleargate

Healthcare-focused private equity firm committed to long-term collaborations with exceptional businesses and their founders
Tango&Fado
Work

Tango&Fado

A wine born from friendship, distance, and return.
Journal

Scribble – December Edition

A year-end reflection from Italy — looking back on a whirlwind year, guarding creative time, and setting intentions for 2025.
Journal

Scribble — (Late) October Edition

Processing the U.S. election results from Europe — on the role of creative voices as moral compasses in uncertain times.
Now a certified Webflow expert
News

Now a certified Webflow expert

Happy to share that Studio of Will Neeteson is now a Webflow Expert!

Journal

Journal — September Edition

Returning from summer holiday recharged — on learning to work less but more focused, plus project updates on CrowdBuilding, MOSS, and Scribble.
Journal

Journal — July Edition

Improving studio processes — from finding clients and pricing to contracts and communication, plus updates on CrowdBuilding and Scribble.
My most used digital tools
Journal

My most used digital tools

The tool doesn't make the artist, but it does help.
Creating a personal social platform
News

Creating a personal social platform

Instead of working in isolation, this series will involve you in the thought process behind designing and building a small platform. Together, we’ll explore how things develop and determine what works
Traveling
Journal

Traveling

People stream out, fusing together in a wave. Faces - a blur as they mingle and weave between one another. Each with a look of worn distain. 
Aesthetics
Building

Aesthetics

Defining Sail's visual identity — from the 'Sail, don't surf' mantra to stationery-inspired UI, custom icons, and skeuomorphic details.
Megabar Subscribers only
Building

Megabar

Designing the Megabar — a simple method of exploring and saving the web in Sail.
Muddy
Work

Muddy

A multiplayer browser for teams — product, brand, and launch.
George Stoffering
Work

George Stoffering

Identity and photography
HyperWrite
Work

HyperWrite

AI-driven writing assistant
Isoschild
Work

Isoschild

Illustrations, identity and website
Paladin
Work

Paladin

Brand identity
Voedselstation
Work

Voedselstation

E-commerce site for a cooperative
Whalesync
Work

Whalesync

Logo design for two-way data syncing tool
Sail
Work

Sail

A collaborative canvas for communicating, exploring and sharing the web.
Liminal Space Subscribers only
Journal

Liminal Space

There's something quite special about traveling at night by train. The world is darker, quieter. Things are being tided up and put away. There is a calmness to it all.
Reflecting on Focus
Journal

Reflecting on Focus

For the last 10 years I have been freelancing in practically every discipline of design. Starting in my late teens I would take any work I could find, scrounging for cash and hungry for experience.
Fūdo Sushi
Work

Fūdo Sushi

Identity, packaging and website
Alphi
Work

Alphi

Giving Shape to a New Low-Code Tool for the Web.
BSAFE
Work

BSAFE

Proof of concept interface for healthcare app
Dana Ly
Work

Dana Ly

Logo design and branding
Frameset
Work

Frameset

Online proposals tool for filmmakers
Ceeyu
Work

Ceeyu

Product, identity, and landing page design
CrowdBuilding v1
Work

CrowdBuilding v1

Turning Collective Housing into a Digital Platform
Just Haasnoot
Work

Just Haasnoot

E-commerce site for interior design studio
MDD
Work

MDD

Book design for Midterm document
Revalidation
Story

Revalidation

It was a hot night. The type of heat which seeped under your skin and boiled from within.
ANWB Smart Switch
Work

ANWB Smart Switch

Seamless mobility flow
Bijzonder
Work

Bijzonder

Identity, website and product design
Biometric Feedback
Work

Biometric Feedback

Visualising depression in VR
Google Reach
Work

Google Reach

Appeal to their network with precise requests
Butterfly effect
Essay

Butterfly effect

Send artefacts and lessons back to 1994
Her
Essay

Her

A six-part series, each about sending an artefact back to 1994.
Playful Code
Essay

Playful Code

Why designers need to understand code — on bridging the gap between design and development, and how coding is becoming essential creative literacy.
Time Capsule 1 – The Butterfly Ballot
Essay

Time Capsule 1 – The Butterfly Ballot

Send six artefacts and lessons back to 1994
The Useless Machine - part two
Essay

The Useless Machine - part two

A two part series documenting the process of designers Jolijn Friederichs, Rowan Verbraak and Will Neeteson.
The Useless Machine - part one
Essay

The Useless Machine - part one

A two part series documenting the process of designers Jolijn Friederichs, Rowan Verbraak and Will Neeteson.
Vassan
Work

Vassan

Packaging exploration
Viva
Work

Viva

Packaging exploration
Heavy Light
Work

Heavy Light

Identity and interface for backend tooling
Living Roadmap
Work

Living Roadmap

Streamlining energy transition innovation
MOSS Sailing
Work

MOSS Sailing

Award-winning identity and website
Options Development
Work

Options Development

Website for real estate agency
Roadmap
Work

Roadmap

UI/UX exploration
Router
Work

Router

Identity and interface for backend tooling
Space&Matter
Work

Space&Matter

Website design for architecture firm
The Wall Printing Company
Work

The Wall Printing Company

Identity and website
Tour de Tietema
Work

Tour de Tietema

Illustration for conference and stickers
Volvo App
Work

Volvo App

Future vehicle interface exploration