Pony Design Club

What Pony Design Club does

Pony Design Club is a privately held, independent design studio founded in 2012 and headquartered at Spangesekade 162 in Rotterdam, Netherlands (Dutch KVK registration 76546993). The studio specializes in brand strategy, brand identity design, print visuals, web design, interior visual design, campaign design, and animation services for clients in (semi-)government, cultural, and commercial sectors. Its core offering is end-to-end visual communication — developing cohesive identity systems and accompanying collateral that translate brand strategy into consistent expression across digital, print, and physical environments.

The studio operates as a small boutique team (1–10 employees, self-described as 'klein maar fijn' and '2pk') with an 'analog heart and digital head,' delivering work directly to clients on a project basis. Notable engagements include Waterlands Archief (identity and website), Gemeente Den Haag (campaign, in collaboration with Leene Communicatie), Zorg- en Veiligheidshuis Rotterdam-Rijnmond (full identity program, 2022), Rijnmond Dokters (identity), Rotterdam Street Culture Week (identity and campaign), Skate Days (brand strategy and identity), and a self-initiated identity for Het Poolcafe in collaboration with Tijs Niessen. The client base is concentrated in Dutch public-sector and Rotterdam-area cultural organizations.

Revenue is generated through one-time project fees rather than recurring or retainer contracts, and no pricing is publicly disclosed. Go-to-market is direct sales-led via a portfolio website and organic social channels (Instagram, LinkedIn, Facebook). There is no external funding, no parent company, no disclosed technology stack beyond standard design tooling, and no AI or data capabilities. Geographic scope is regional/national within the Netherlands, with no global footprint claimed.

Name

Pony Design Club

Legal name

Pony Design Club

Website

https://ponydesignclub.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Pony Design Club is a privately held, independent design studio based in Rotterdam, Netherlands, offering brand identity, visual communication, web, print, interior, campaign, and animation services to Dutch (semi-)government, cultural, and commercial clients on a project basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Design and branding services: Project-based design services including brand identity, visual communication, campaigns, and related creative work for clients across government, cultural, and commercial sectors. Revenue is generated through one-time project fees rather than recurring contracts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pony Design Club is a graphic design studio offering brand identity, brand strategy, print and digital visual design, web design, interior visual design, and campaign design. Its work targets government bodies, cultural organizations and small commercial clients, and is delivered by a small team that combines art direction, typography, and visual communication across digital and physical media.

Product overview

Pony Design Club is a Rotterdam-based design studio for brand identity and visual communication. The studio offers an integrated suite of services including brand strategy, brand identity design, print visuals, web design, interior visual design, campaign design, and animation services. Their portfolio demonstrates cross-sector expertise working with (semi-) government bodies, cultural organizations, and commercial clients, delivering comprehensive visual communication solutions from identity creation through digital and physical applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Identity Design and development of visual brand identities for organizations, including logos, identity systems, and brand guidelines, intended for government bodies, cultural organizations, and small commercial clients.
• Brand Strategy Strategic positioning and messaging work that underpins visual identity projects, helping clients define narrative and positioning before visual execution.
• Print Visual Design Design of printed communications and collateral — such as reports, brochures, posters, and publication artwork — for clients including municipal and cultural organizations.
• Web Design Design of websites and digital interfaces, applying visual identity and art direction to web-based client communications and campaign microsites.
• Interior Visual Design Design of environmental and interior visuals such as signage, exhibitions, and spatial graphics that translate brand identity into physical spaces.
• Campaign Design Design of integrated campaigns across print, digital, and environmental channels to promote events, programs, and initiatives.
• Typography and Art Direction Typographic design and overarching art direction applied across identity, print, web, and campaign projects to maintain a consistent visual language.

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Leene CommunicatieminorStrategic or Co-development PartnerCollaborative partnership on municipal campaign work for Gemeente Den Haag. Leene Communicatie served as the primary client liaison while Pony Design Club contributed design services.
• Tijs NiessenminorStrategic or Co-development PartnerOwn initiative collaboration with Tijs Niessen on Het Poolcafe project, combining efforts for brand identity and campaign work.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Total Design: Amsterdam-headquartered Dutch design agency offering brand identity, visual communication, and campaign services. Closely comparable to Pony Design Club on services, market (Netherlands), and B2B/government client mix.
• Studio Dumbar: Long-established Dutch design studio with deep government, cultural, and institutional identity work. Directly comparable to Pony Design Club on boutique positioning, sector mix, and identity-led services in the Netherlands.
• Lust: Dutch design and research studio with multi-disciplinary identity, typography, and digital work. Comparable to Pony Design Club on boutique scale, Dutch base, and integrated brand-to-digital service offering.
• KesselsKramer: Amsterdam-based independent creative agency producing brand identity, campaigns, and cultural communications. Comparable to Pony Design Club on Dutch base, identity-plus-campaign services, and cultural/government-adjacent clients.
• Thonik: Amsterdam-based Dutch design studio renowned for cultural, civic, and institutional identity projects. Comparable to Pony Design Club in service scope (brand identity, visual communication, campaigns) and Dutch public-sector exposure.
• Edenspiekermann: Amsterdam-rooted design and brand consultancy offering strategy, identity, and digital design services. Comparable to Pony Design Club on B2B branding, identity design, and cross-disciplinary creative services.

Broad incumbents

• Pentagram: Global multi-partner design consultancy offering brand identity, visual communication, and campaign design. Overlaps with Pony Design Club on core services but operates at substantially larger scale across multiple geographies.
• Wolff Olins: Global brand consultancy with strong public-sector and institutional identity work. Comparable to Pony Design Club on service mix (brand strategy, identity, visual communication) but operates as a much larger incumbent across multiple markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PonyDesignClub
• LinkedInlinkedin.com/company/pony-design-club
• Instagraminstagram.com/ponydesignclub
• Xx.com/ponydesignclub

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 Pony Design Club