Maad in Holland

What Maad in Holland does

Maad in Holland is an Amsterdam-based, founder-owned design and brand agency operating as a sole proprietorship (Zelfstandig ondernemer) under Madeline Maingay. Founded in 2015, the firm runs as a one-person practice drawing on two decades of experience in design, brand strategy, and art direction. It does not build proprietary software or technology platforms and delivers services exclusively through manual craft and client collaboration.

The service portfolio is organized around a five-step methodology — Brand DNA discovery, Concept, Design, Realization, and Growth — anchored by a Brand DNA workshop built on the licensed 23plusone methodology. Core deliverables include corporate identity design, editorial design (magazines, reports, annual reports, impact reports), digital design (websites, interactive presentations), place branding (used for projects such as De Rotterdam and Bajeskwartier), tender and trade show booth design, and short video production. The firm also holds the ongoing quarterly art direction role for the Mystical Miles running lifestyle magazine in association with the Nederlandse Atletiekunie. In October 2024, Maingay co-founded the District Communication Collective with two other independent specialists to access broader agency-scale capabilities without taking on permanent headcount.

Commercial mechanics are project-based and quote-driven: pricing is not publicly disclosed, billing is essentially pay-as-you-go, and the customer base spans Dutch enterprises and municipalities across real estate, banking, sustainability/maritime, hospitality, fashion, sports media, and government. Go-to-market is sales-led via direct outreach, referrals, and in-person workshops, supported by an organic marketing footprint on LinkedIn, Instagram, and the firm's website blog, plus event visibility through Dutch Design Week.

Name

Maad in Holland

Legal name

Maad in Holland

Website

https://maadinholland.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Maad in Holland is an Amsterdam-based sole-proprietorship design and branding practice run by founder Madeline Maingay, delivering Brand DNA workshops, corporate identity, editorial design, digital design, and place branding to Dutch enterprises, municipalities, and cultural accounts.

Ownership category

akta.pro rank

Product category

Brand Design and Visual Identity Services

NAICS

Graphic Design Services (54143)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Brand Guidelines, Governance & Brand Management (BPAFAEAF)

Keywords

• Brand design services
• Corporate identity design
• Place branding
• Editorial design services
• Brand DNA workshops

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

Revenue model

1. Brand and Design Consulting Services: Project-based professional services including brand DNA workshops, concept development, design and realization of visual assets. Services range from full corporate identity development to specific deliverables such as logos, magazines, reports, websites, and presentations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Maad in Holland is an Amsterdam-based independent design and brand consultancy that helps organizations articulate and visualize their authentic brand DNA through a structured process: Brand DNA workshops (using the 23plusone methodology), concept development, corporate identity design, editorial design for magazines and reports, digital design, place branding, tender design, trade show booth design, and short video production. Services are delivered by founder Madeline Maingay as a sole proprietor, with full-service agency capabilities extended through the co-founded District Communication Collective.

Product overview

Maad in Holland is a design and brand agency offering a comprehensive suite of creative services built around brand storytelling and visual identity. The core offering includes Brand DNA workshops (using the 23plusone methodology), Corporate Identity design, Editorial Design (magazines, reports, brochures), Digital Design (websites, presentations), and Place Branding. The agency also produces the Mystical Miles running magazine as a notable project. Services are delivered through a structured process: Brand DNA discovery, Concept development, Design execution, Realization (logo, house style, magazines, tenders, websites, events), and Growth support. The company is led by Madeline Maingay as a solo entrepreneur with 20 years of experience, and is also a co-founder of the District Communication Collective.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand DNA Workshop Workshop service for enterprise and organizational clients focused on uncovering brand drivers and core values via the 23plusone methodology, producing an articulated brand DNA that anchors subsequent design work.
• Corporate Identity Design Design and implementation of complete corporate identity systems including logos, house styles, brand guidelines, and visual identity standards for enterprise clients.
• Editorial Design Concept and design for brochures, magazines, reports, annual reports, and impact reports with editorial focus and visual storytelling, targeted at enterprises, sustainability-focused organizations, and publications.
• Digital Design Website design, interactive presentations, and digital content creation to support clients' online brand presence and brand storytelling.
• Place Branding Strategy and design services for places, districts, or buildings, including project branding, logo, house style, magazines, routing/wayfinding, movies, and event communications for real estate developers and place-making initiatives.
• Mystical Miles Magazine Quarterly running and lifestyle magazine featuring stories about running, athletics, and endurance sports, for which Maad in Holland provides ongoing art direction as a contracted creative role.
• Tender Design Design and creative services for tender submissions and competitive bidding processes, helping clients prepare visually compelling proposals.
• Trade Show Stand Design Design of interactive trade show booths and exhibition stands with art direction and visual concept development for B2B clients exhibiting at industry events.
• Short Video Production Creation of short-form video content for brand storytelling and digital marketing purposes, supporting place branding (De Rotterdam) and broader brand communications.

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• District Communication CollectivecoreStrategic or Co-development Partner · 1 October 2024Co-founded collective of three independent communication and brand specialists: Michelle Gulickx, Vanessa Westbroek, and Madeline Maingay. Provides full-service agency capabilities while maintaining freelancer flexibility and commitment. PARTICIPATED jointly in Dutch Design Week 2024.
• ChocoaminorStrategic or Co-development Partner · 1 February 2024Collaborated with Chocoa team to organize Amsterdam Cocoa Week, creating impact to transform the cocoa sector. Madeline designed the event identity.
• Studio FlowmadsminorStrategic or Co-development Partner · 1 February 2024Partnered on Amsterdam Cocoa Week project where Studio Flowmads designed the beautiful identity for the entire event.
• Nederlandse Atletiekunie (Dutch Athletics Union)minorGTM or Marketing PartnerPartner for Mystical Miles magazine, the running lifestyle publication where Maad in Holland provides art direction.
• Mystical MilescoreStrategic or Co-development PartnerOngoing art direction partnership for Mystical Miles running magazine (4x per year publication). Madeline serves as Art Director, with editorial team including Koen de Jong, Hans Koeleman, Marnix Drysdale, Barbara Kerkhof, and Martine van der Deijl.
• 23plusoneminorOthersUses the 23plusone methodology for branding and positioning workshops with clients, helping identify motivations and core values.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/madeline-maingay-30a4b1a
• Instagraminstagram.com/madeline.maingay

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Maad in Holland