What WONDERLAND does

WONDERLAND is an independent brand experience design studio headquartered in Amsterdam, founded in June 2016 by Martijn van der Does. The studio delivers strategy, brand identity, UX/UI design, and digital experience work for a selective roster of purpose-driven clients across sports, music, agriculture technology, venture capital, food and beverage, and fashion. The firm operates a flat, international team of just under 20 people from more than 14 countries, with a documented 40/60 male-to-female split.

The studio's underlying technology stack centres on digital product and web experience delivery using frameworks such as Nuxt, with creative coding for interactive experiences. In 2022 Wonderland restructured away from in-house full-stack development, partnering with external development studios to deliver implementation while concentrating internal capacity on strategy, brand, and design. The studio runs two sub-brands, Sustainable Digital Design (SDD) and HUMAN, focused on environmental and social impact, and is pursuing B Corp certification with stated goals of 50% website emissions reduction and 100% renewable energy.

Commercially, Wonderland operates as a project-based creative agency with bespoke, quote-driven engagements and no public pricing. Revenue is generated entirely from professional services delivered to ambitious, purpose-led brands, with selective client intake prioritising organisations whose missions extend beyond financial return. New business is sourced via direct outreach, referrals, content marketing (an Ideas blog of 30+ articles, Substack newsletter, LinkedIn, Instagram, Dribbble), industry events, and earned media. The company is privately held with no disclosed funding rounds and remains under founder and management ownership.

Name

WONDERLAND

Legal name

WONDERLAND Inc.

Website

https://wonderland.studio

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

WONDERLAND is an independent Amsterdam-based brand experience design studio of ~20 people that delivers strategy, brand identity, and UX/UI services to selective, purpose-driven clients across sports, music, agriculture tech, VC, and food and beverage.

Ownership category

akta.pro rank

Product category

Brand Experience Design Services

NAICS

Graphic Design Services (541430)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Integrated Full-Service Creative Agencies (MPAAAAAA), Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)

Keywords

• Brand experience design
• Creative design studio
• Ux ui design
• Brand strategy services
• Digital experience design

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Creative Agency Services: Wonderland generates revenue through project-based creative agency engagements, delivering brand strategy, brand identity, UX/UI design, and digital experience services to ambitious brands and organisations. Projects are delivered for clients across multiple industries including food & beverage, venture capital, sports, and fashion. The studio shifted away from in-house development in 2022, partnering with external development studios to deliver full-stack solutions.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

WONDERLAND is an independent brand experience design studio that delivers strategy, brand identity, UX/UI, and digital experience design for ambitious, purpose-driven brands. The studio combines strategic positioning with creative design and sustainable digital practices, and since 2022 partners with external development studios to deliver full-stack digital solutions.

Product overview

WONDERLAND is an independent Brand Experience Design Studio based in Amsterdam (INC 16-22) offering a unified portfolio of creative services. Their core offering is brand experience design, encompassing strategy, brand design, and UX/UI design. The studio also operates two sub-brands: Sustainable Digital Design (SDD), focused on green digital practices and industry education, and HUMAN, dedicated to positive social impact initiatives. Additionally, they run a six-month Traineeship Program for emerging designers that balances client work with personal creative projects. The studio collaborates with ambitious brands to create digital experiences that are beautiful, useful, and impactful.

Differentiator

Problem solved

Functional benefit

Brands

• SDD (Sustainable Digital Design): Internal initiative focused on sustainable digital design practices, reducing digital carbon footprint, and educating the industry on environmental impact
• HUMAN

Products and services

• Brand Experience Design Services Project-based creative services covering brand strategy, brand identity, UX/UI design, and digital experience design for ambitious, purpose-driven enterprise and growth-stage brands across food & beverage, sports, venture capital, music/editorial, agriculture-technology, and fashion.
• Traineeship Program A six-month traineeship for multidisciplinary early-career designers offering hands-on client-facing design work alongside senior designers, strategists, and client managers, split 50/50 between client projects and a personal project focused on positive impact.

Quantifiable outcome

• Reduced website emissions by up to 50% using sustainable development techniques (minimising SSR with Nuxt, lazy loading images, optimising animations, limiting third-party libraries)

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Carefully chosen external development partners and studiossupportingTechnology or IntegrationIn 2022, Wonderland shifted its in-house development capabilities to carefully selected external development partners and studios. This structural change allowed the studio to focus on its core strengths of strategy, brand, and design while maintaining full-stack delivery through trusted external partners.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• IDEO: IDEO is a global design and innovation firm offering strategy, brand, and digital experience services to enterprises. While larger and broader in scope, IDEO competes for the same purpose-driven, design-led brand engagements as Wonderland.
• Frog Design: Frog is a global design and strategy firm specializing in brand, product, and experience design for enterprises. Comparable to Wonderland in purpose-driven, strategy-led design services, though with broader capabilities and larger scale.
• R/GA: R/GA is a global digital agency offering brand design, experience design, and technology services. Comparable to Wonderland in brand experience design, though significantly larger in scale and with broader marketing technology capabilities.

Direct peers

• Instrument: Instrument is an independent brand and digital experience studio delivering brand strategy, identity, UX/UI, and digital product design. Directly comparable to Wonderland as a selective, brand-led creative studio with similar service portfolio and client focus.
• Work & Co: Work & Co is a digital product and brand experience studio delivering strategy, design, and technology for ambitious brands. Directly comparable to Wonderland as a selective, brand-led digital studio serving enterprise clients.
• Huge: Huge is a digital experience agency specializing in UX/UI design, brand strategy, and digital product development for enterprise clients. Directly comparable to Wonderland's digital-first, brand-led service offering and enterprise client base.
• Pentagram: Pentagram is a renowned independent design consultancy specializing in brand identity, strategy, and digital design across multiple offices globally. Directly comparable to Wonderland as a brand-led design studio serving ambitious enterprise clients with selective, partnership-model engagements.
• Fantasy (Interactive): Fantasy is a digital experience studio specializing in interactive design, brand, and creative technology. Directly comparable to Wonderland in digital-first, brand-led creative work for ambitious enterprise clients.
• Ueno: Ueno is an independent creative agency offering brand, design, and digital experience services globally. Comparable to Wonderland as a boutique, brand-led creative studio with similar international client base and selective project approach.

Emerging players

• Resn: Resn is a creative technology studio specializing in interactive digital experiences and brand expression. Comparable to Wonderland's creative coding and digital experience capabilities, with similar focus on ambitious brand clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wonderlandstdio
• Instagraminstagram.com/wonderlandstdio
• Xx.com/wonderlandstdio

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WONDERLAND