Donder & Straal

What Donder & Straal does

Donder & Straal is a privately held Dutch creative agency (creatief bureau) headquartered at Nieuwegracht a/d Werf 28 in Utrecht, operating with a disclosed core team of four people (Isi, Ngaio, Peter, Thierry) supplemented by a fixed network of freelance specialists. The agency delivers an integrated suite of professional services — brand strategy, visual identity design, packaging design, campaign development, web design, print and digital marketing materials, social media management, photography, retail experience design, and operational/interim business management — applied across four primary verticals: destination marketing organisations and VVVs, food and beverage/consumer goods brands, healthcare and social-sector organisations, and environmental and cultural nonprofits. Notable clients visible in its case portfolio include Danone (Af en Toetje), Vivera, Fred & Ed, CONO Kaasmakers (Beemster Cheese Experience), Royal Smilde Bakery's HomeMade/Ohmyfoodness, VVV Hart van Noord-Holland, Stichting Marketing Enkhuizen, Stichting Haarlem Marketing, Ipse de Bruggen, Natuurmonumenten's youth label OERRR, and Buitenleven Vakanties.

The business model is project- and retainer-based professional services fees, sold through direct consultative engagement and email outreach ([email protected]), with no public pricing, no proprietary software product, no disclosed funding, and no parent company. Distribution is direct-to-client, and demand generation relies on the agency's portfolio website of case studies, personal networks, and referrals (including inbound work commissioned by partners such as IDTV). Several engagements are multi-year and span strategy, creative execution, and operational management of the client organisation itself — most visibly in the destination-marketing vertical, where the agency has acted as interim management for VVVs and destination foundations. Documented outcomes include doubled visitor dwell time and revenue at the redesigned VVV Hart van Noord-Holland retail store (~270,000 annual visitors), a significant sales lift for Danone Af en Toetje following packaging redesign, and meaningful new-member recruitment for OERRR/Natuurmonumenten. Geographic footprint is domestic Netherlands, with active engagements in Utrecht, Noord-Holland, Enkhuizen, and Haarlem; there is no claim of international operations.

Name

Donder & Straal

Legal name

Donder & Straal

Website

https://donderenstraal.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Donder & Straal is a privately held Dutch creative agency in Utrecht, operating with a four-person core team and freelance network. It delivers brand strategy, visual identity, packaging, campaigns, and operational/interim management to enterprise FMCG clients, destination marketing organisations, and Dutch non-profits.

Ownership category

akta.pro rank

Product category

Creative & Brand Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430), Industrial Design Services (54142)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

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

Keywords

• Creative agency services
• Brand strategy consulting
• Packaging design services
• Campaign development
• Destination marketing

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Creative agency project fees and retainers: Donder & Straal generates revenue by providing strategic and creative services to clients on a project basis and/or retainer arrangement. Services span brand strategy, visual identity, packaging design, campaign development, operational business management, and destination marketing. The agency works across multiple sectors including destination marketing organisations, food & beverage brands, healthcare, and lifestyle, and maintains long-term client relationships with ongoing involvement.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Donder & Straal is a Dutch creative agency delivering integrated brand strategy, visual identity design, packaging design, campaign development, web design, photography, social media, retail experience design, and operational/interim business management for destination marketing organisations, food & beverage brands, healthcare providers, and nonprofit clients in the Netherlands. Services are delivered by a four-person core team (Isi, Ngaio, Peter, Thierry) supplemented by a fixed network of freelance specialists.

Product overview

Donder & Straal is a Dutch creative agency (creatief bureau) offering integrated marketing and design services. The company provides a unified suite of creative services rather than discrete software products. Their core offerings span strategic consulting, brand identity design, packaging design, campaign development, web design, print materials, social media management, photography, and operational business management for destination marketing organizations. Services are delivered through a team of four core staff supplemented by a freelance network, and are applied across diverse sectors including food & beverage, healthcare, tourism, and consumer goods.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Strategy & Advisory Strategic consulting covering brand positioning, market analysis, business case development, and organisational transformation guidance for destination marketing and corporate clients.
• Brand Identity & Visual Identity Design Development of comprehensive visual identities including logo design, corporate branding, and animated identity systems for healthcare organisations and other clients.
• Packaging Design Design of product packaging and packaging lines for food brands, including innovative solutions that allow multiple variants from a single production run.
• Campaign Development & Production Creation of marketing campaigns including pre-roll commercials, social media content, and multi-channel advertising materials.
• Web Design & Development Design and development of websites and digital platforms for destination marketing organisations and businesses.
• Operational Business Management Administrative and operational management services for destination marketing organisations, including interim management and business process optimisation.
• Retail Experience Design Design of physical retail spaces and visitor experiences, including store layouts and immersive environments for destination attractions.

Quantifiable outcome

• Visitor dwell time and revenue doubled (minimally doubled) for approximately 270,000 annual visitors to the redesigned VVV Hart van Noord-Holland store
• +2 more outcomes

Named customers11 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

Three partnerships are on record, tiered core and minor.

• CONO KaasmakerscoreStrategic or Co-development PartnerCONO Kaasmakers partnered with Donder & Straal to develop a contemporary retail experience in the VVV store located in the Alkmaar Waaggebouw, inspired by the Alkmaar cheese market. Donder & Straal was responsible for the overall transformation project management, design, and strategic direction of the VVV retail experience. CONO's involvement contributed to the funding and conceptual direction of the retail space.
• IDTVcoreStrategic or Co-development PartnerIDTV commissioned Donder & Straal to develop the visual identity and desired positioning for Ipse de Bruggen, a healthcare organisation for people with intellectual disabilities. The project was a collaborative effort between IDTV, Donder & Straal, and Ipse de Bruggen, resulting in a distinctive, humanistic brand identity unlike that of other care providers.
• NatuurmonumentenminorStrategic or Co-development PartnerDonder & Straal has been working with Natuurmonumenten's youth label OERRR since its inception, developing communication, quarterly mission packages for members, campaigns, special actions, and the house style. The partnership is a long-term creative collaboration supporting Natuurmonumenten's youth engagement mission.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Achtung!: Amsterdam-based creative agency working on brand, campaigns, and content for Dutch enterprise and consumer brands. Comparable boutique creative agency competing for similar Dutch client mandates.
• Selmore: Amsterdam creative agency with a brand strategy, advertising, and design offering. Comparable in size and creative-services positioning within the Dutch market.
• Dept Agency: Amsterdam-based digital creative and technology agency offering brand, design, and marketing services to enterprise clients. Directly comparable as another Dutch-headquartered creative agency serving major consumer and digital brands.
• Momkai: Amsterdam creative agency specialising in brand strategy, identity, and digital experience for Dutch and international clients. Closely comparable in service mix (strategy, branding, design) and Dutch boutique positioning.
• N=5 (Nequals5): Amsterdam-based independent creative agency offering brand strategy, advertising campaigns, and content. Comparable as a Dutch boutique agency serving consumer brands and institutions.

Emerging players

• SuperHeroes: Amsterdam-based digital creative and social agency serving consumer brands with content and campaigns. Comparable as a Dutch digital creative competitor with focus on social and content production.
• Swan & Partners (destination marketing consultancy): Niche consultancy specialising in destination marketing strategy and organisation development for European DMOs. Comparable as a specialist competitor in the destination-marketing transformation niche where Donder & Straal has built a strong track record.

Broad incumbents

• TBWA\NEBOKO: Dutch branch of global TBWA network offering full-service advertising, brand strategy, and creative work. Comparable as an established Dutch creative-services competitor with broader resources and network.
• Wieden+Kennedy: Global independent creative agency with European presence, working on brand campaigns and creative strategy for major consumer brands. Comparable as a larger creative agency competing for enterprise creative mandates.
• Kunstmaan (Part of Accenture Song): Belgian/Dutch creative agency, now part of Accenture Song, offering brand strategy, design, and digital experience. Comparable as a broader incumbent creative agency serving Benelux enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Donder & Straal