Cutting-edge Design & Creative Direction
Groen & Boothman is a boutique agency specializing in industrial design and strategic creative direction, led by experienced designers Hanno Groen and Joanna Boothman, based in Amsterdam, The Netherlands. We collaborate with a diverse array of clients—from prominent global brands like Signify, ASICS, and Yamaha to specialized, niche brands and emerging companies with big ambitions. Explore our portfolio, where ideas come to life, or visit our blog for insights into our approach to product design and innovation.
Designs that Resonate
At G&B, we believe that the best designs do more than serve a purpose—they connect! Our work blends advanced technology with thoughtful, emotional design, resulting in products that speak to both the heart and mind. By understanding what genuinely matters to people, we craft designs that captivate, inspire, and foster lasting loyalty. Let us help bring your vision to life with designs that go beyond function and form—designs that resonate. See how we do this on our services page.
Experience that Inspires
With over 30 years of experience crafting impactful products for leading brands and consultancies worldwide, we bring a blend of expertise and insight to each project. From concept development to market launch, we guide every stage of the design process. Collaboration is central to our approach, and we work closely with everyone involved—from design and marketing to production—to ensure a smooth, cohesive journey with outstanding results.
If you’re looking for thoughtful design, innovative solutions, or a trusted perspective, we’d love to connect and explore how we can bring your ideas to life.
Often great collaborations begin with a simple conversation over coffee. You can visit us, schedule a call, or drop us a message to get started!
What our clients say:
“Groen&Boothman have proven to be extremely knowledgeable, experienced and of course creative. The FireFly product that they designed is a true eyecatcher and has become a flagship product within our portfolio.”
P. Kengen, Quantified Sensor Technology
“They have a unique ability to think out of the box and offer fresh perspectives that truly elevate the final product. I would highly recommend this design firm to anyone looking for a team of experts who truly know how to deliver results! .”
K. Raaijmakers, Signify
Our Services
Advanced Design & Concept Studies
Design Research & Strategy
Product Design & Development
