Industrial Design & Creative Direction
We are a Dutch-Canadian duo with decades of experience in industrial design and creative direction.
Behind the scenes we worked individually for many brands and consultancies over the years. In 2019 we combined our strengths to form a small but fine design agency. We focus on creating smart solutions, cutting-edge aesthetics and heightened emotional connection in products/objects.
A solid foundation in industrial design, engineering and art
Our background is rooted in industrial design, aeronautical and mechanical engineering and art academy. With this foundation we offer outstanding looking, user-friendly designs that are engineered in the most elegant and efficient way. We work in a hands-on, agile way to tackle creative challenges, solve problems and effectively bring your ideas to life. There is a lot of synergy in how we work, technically and personally. Nothing makes us happier than to collaborate with clients who are as passionate as we are to go for the best.
Experienced designer eyes
Successful brands are built on legendary products. Whether it’s the iPhone or the Kikkoman bottle, they are the result of a design and development process where all stakeholders – marketing, branding, engineering, supply, design and others – have gone to their max.
Our broad experience and deep knowledge in diverse product categories, enable us to skillfully navigate this process. From first idea through to point of sale presentation, we turn ideas and propositions into successful objects of desire.
Therefore we can support you at different points in this process. From advice and research to full-on projects, from sketch to final design.
Cutting-edge technology
We are also front-runners in using today’s powerful computing technology to explore new aesthetic frontiers in product design with traditional design tools, generative design and AI. Some examples of this are the creatures project, Kromm watches and the energy cuff.
Hanno Groen
Hanno’s career spans from the space industry to motorcycle- and jewellery design, as both designer and creative director. Hanno is a hands-on designer and high-tech craftsman with a deep understanding of both the design process and the emotional relationship between people, brands and products.
Hanno has a unique combination of degrees in both aeronautical engineering and summa cum laude Industrial design at the Royal College of Art in The Hague.
He started his professional career working at Flex Design. Next he was invited to join GK Europe, the European branch of GK Japan. GK Design Group is one of the biggest design studios in the world, founded by Kenji Ekuan. At GK he worked for many international brands including Yamaha Motor.
After he left GK he continued as an independent designer and creative director. He worked for a wide range of brands such as Heineken, Mattel and many others.
Pioneer in generative design and AI
During the last decade Hanno has been pioneering in using advanced 4th Industrial Revolution design tools. For example generative design, AI and mass-customization, in addition to conventional design tools. Together with Joanna exploring new frontiers in design.
Hanno’s hybrid background and hands-on mentality makes him the kind of designer who can put his mind to designing just about anything. From motorcycles to jewellery and watches, anywhere beauty and technique come together.
Besides working as a designer/creative director, Hanno is also a semi-professional photographer. His photography work can be found here.
Joanna Boothman
Joanna is a versatile designer known for her mastery across a wide spectrum of product categories.Drawn to design from an early age, she was attracted to architecture and fashion and excelled at technical studies. She wondered; if architects design buildings and fashion designers design clothes, who then designs all the other things we use in our everyday lives; the sewing machines, letterboxes, cars, furniture and appliances?
Growing up in Canada, this curiosity led her to Carleton University’s prestigious School of Industrial Design in Ottawa, Canada, where she gained a strong multidisciplinary foundation under the influence of pioneering Dutch designer Wim Gilles.
Joanna’s career began in the early 1990’s at Flex design in Delft, where she first collaborated with Hanno Groen. A move to Cape Town, South Africa, followed, where she worked as in-house designer at Alplas Plastics, and gained invaluable, hands-on experience in injection molding and design-to-production workflows.
Skilled and impactful designer
In 1995, Joanna joined npk design in Leiden, one of the Netherlands’ leading consultancies. During 15 years there she honed her skills, excelling at concept creation and styling. As an integral member of the design team, she contributed to high-profile projects like re-imagining the Dutch national letterbox and a new vision for street furniture for Rotterdam City. Her work at npk spanned a diverse range of consumer and professional products, earning her recognition as a skilled and impactful designer.
In 2010, Joanna launched her own studio, working with brands like Asics and Coram Group, and helping startups bring ideas to life. Her work with Asics performance footware ignited a passion for designing innovative soft goods.
In 2016, Joanna reconnected with Hanno at the Kromm Watch Company, leading to the founding of Groen & Boothman in 2019. Together, exploring new design frontiers and creating products with soul where aesthetics, emotion and technology come together.
Hanno Groen
Hanno’s career spans from the space industry to motorcycle- and jewellery design, as both designer and creative director. Hanno is a hands-on designer and high-tech craftsman with a deep understanding of both the design process and the emotional relationship between people, brands and products.
Hanno has a unique combination of degrees in both aeronautical engineering and summa cum laude Industrial design at the Royal College of Art in The Hague.
He started his professional career working at Flex Design. Next he was invited to join GK Europe, the European branch of GK Japan. GK Design Group is one of the biggest design studios in the world, founded by Kenji Ekuan. At GK he worked for many international brands including Yamaha Motor.
After he left GK he continued as an independent designer and creative director. He worked for a wide range of brands such as Heineken, Mattel and many others.
Pioneer in generative design
During the last decade Hanno has been pioneering in using advanced 4th Industrial Revolution design tools. For example generative design, AI and mass-customization, in addition to conventional design tools. Together with Joanna exploring new frontiers in design.
Hanno’s hybrid background and hands-on mentality makes him the kind of designer who can put his mind to designing just about anything. From motorcycles to jewellery and watches, anywhere beauty and technique come together.
Besides working as a designer/creative director, Hanno is also a semi-professional photographer. His photography work can be found here.
Joanna Boothman
Joanna is a versatile designer known for her mastery across a wide spectrum of product categories.Drawn to design from an early age, she was attracted to architecture and fashion and excelled at technical studies. She wondered; if architects design buildings and fashion designers design clothes, who then designs all the other things we use in our everyday lives; the sewing machines, letterboxes, cars, furniture and appliances?
Growing up in Canada, this curiosity led her to Carleton University’s prestigious School of Industrial Design in Ottawa, Canada, where she gained a strong multidisciplinary foundation under the influence of pioneering Dutch designer Wim Gilles.
Joanna’s career began in the early 1990’s at Flex design in Delft, where she first collaborated with Hanno Groen. A move to Cape Town, South Africa, followed, where she worked as in-house designer at Alplas Plastics, and gained invaluable, hands-on experience in injection molding and design-to-production workflows.
Skilled and impactful designer
In 1995, Joanna joined npk design in Leiden, one of the Netherlands’ leading consultancies. During 15 years there she honed her skills, excelling at concept creation and styling. As an integral member of the design team, she contributed to high-profile projects like re-imagining the Dutch national letterbox and a new vision for street furniture for Rotterdam City. Her work at npk spanned a diverse range of consumer and professional products, earning her recognition as a skilled and impactful designer.
In 2010, Joanna launched her own studio, working with brands like Asics and Coram Group, and helping startups bring ideas to life. Her work with Asics performance footware ignited a passion for designing innovative soft goods.
In 2016, Joanna reconnected with Hanno at the Kromm Watch Company, leading to the founding of Groen & Boothman in 2019. Together, exploring new design frontiers and creating products with soul where aesthetics, emotion and technology come together.
Interested in our services? Or maybe you have a project coming up where you can use our experience and expertise? Then feel free to contact us. We are happy to answer any questions you may have.
