morgenmakers

What morgenmakers does

morgenmakers B.V. is a Dutch design and social-innovation studio headquartered in Eindhoven with a second studio in Amsterdam, employing between 1 and 10 people. The firm designs and facilitates co-creation, participation, and strategy projects using human-centered design and design-thinking methodology, serving Dutch municipalities, housing corporations, and healthcare organizations (with secondary work in refugee integration, identity/youth support, and education). Its offering is a hybrid catalog rather than a unified software platform: (a) facilitated service engagements - including five-day Design Sprints (max six participants), Heisessie team days up to 16 people, Ongezien systemic-perspective sessions, Participeren kun je leren training programs, Straatpraat resident engagement methods, and Woonwaardengesprek housing dialogues - conducted directly with enterprise and government clients; and (b) a portfolio of branded physical conversation tools - the Eigenwijzer Babbelbox (EUR100 standalone, EUR350 with intro, custom-priced embedding program), Identity Deck (EUR75, new edition October 2026), Diversity Deck (EUR25), Projectpraat (EUR45), and supporting bundle tiers - sold via a direct e-commerce shop on morgenmakers.nl.

The studio's underlying methodology combines anthropology, design, and creative facilitation expertise with proprietary branded methods (Straatpraat, Woonwaardengesprek, Buitengewoon Jezelf, Zorgen doen we zo), several of which were co-developed with academic and partner organizations (notably Erasmus Social Design Hub). The productized sub-brands Buitengewoon Jezelf (autism and identity for young adults) and Zorgen doen we zo (human-centered elderly care) point to vertical specialization rather than horizontal scaling.

Revenue mechanics run through two channels: professional-services fees for facilitated engagements with municipalities, housing corporations, and healthcare providers, plus one-time product sales of card-based conversation tools shipped within the Netherlands. Public-sector and semi-public Dutch organizations constitute the dominant buyer base. Go-to-market relies on a direct service sales motion, a direct e-commerce storefront, organic social (LinkedIn and Instagram), email newsletter, and word-of-mouth referrals. Pricing is publicly disclosed for products and a few standardized sessions, with larger engagements and embedding programs quote-based.

Name

morgenmakers

Legal name

morgenmakers

Website

https://morgenmakers.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

morgenmakers is a Dutch design studio (Eindhoven and Amsterdam) that delivers human-centered co-creation, participation, and strategy projects plus branded physical conversation tools - Babbelbox, Identity Deck, Diversity Deck, Projectpraat - to municipalities, housing corporations, and healthcare organizations in the Netherlands.

Ownership category

akta.pro rank

Product category

Social Innovation Consulting

NAICS

Industrial Design Services (541420)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

akta.pro secondary industry

Event Theming, Mood Boards & Concept Design (HSACAOAH)

Keywords

• Social innovation consulting
• Human-centered design
• Co-creation facilitation
• Citizen participation services
• Conversation tools

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Service Fees: Revenue from facilitated services including design sprints, workshops, participation processes, and strategic advice for municipalities, healthcare organizations, and housing corporations.
2. Product Sales: Sale of physical tools and conversation aids including Eigenwijzer Babbelbox, Identity Deck, Diversity Deck, Projectpraat, and other card-based products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

morgenmakers designs and facilitates social innovation, participation, and strategy projects using co-creation and design thinking methodologies. The firm sells physical card-based conversation tools (such as the Eigenwijzer Babbelbox, Identity Deck, Diversity Deck, and Projectpraat) and delivers facilitated service programs (Designsprint, Heisessie, Ongezien, Participeren kun je leren, Straatpraat) for Dutch municipalities, healthcare organizations, housing corporations, and other social-sector clients.

Product overview

morgenmakers is a design consultancy focused on social issues — specifically healthcare, elderly care, neighborhood development, and community participation. Rather than a unified software platform, its offering is a portfolio of physical card-based conversation tools and facilitated service programs. The physical products include the Identity Deck, Diversity Deck, Eigenwijzer Babbelbox (with Babbelposter), Projectpraat, and Woonwaardengesprek — each a card-based or visual tool designed to facilitate structured conversations in specific domains (identity, diversity, elderly care, cultural projects, housing). The Eigenwijzer Babbelbox is available in three purchase tiers: standalone box (€100), vliegende start bundle with introduction (€350), and met inbedding program with embedding support. On the service side, morgenmakers offers facilitated sessions and programs including Heisessie (custom team days), Designsprint (five-day intensive design sprint), Ongezien (systemic perspective sessions), Participeren kun je leren (participation training), and Straatpraat (resident engagement methodology). The shop section also references Boven Tafel as a separate product. The core portfolio is organized around thematic programs including Buitengewoon Jezelf (autism, gender, sexuality), Zorgen doen we zo (human-centered elderly care), and general participation and activation services.

Differentiator

Problem solved

Functional benefit

Brands

• Buitengewoon Jezelf: Program for young adults with autism exploring gender, sexuality, and identity
• Zorgen doen we zo

Products and services

• Eigenwijzer Babbelbox A conversation toolbox with ten theme boxes containing inspiring images and probing questions designed to facilitate meaningful conversations with elderly care residents, including people with dementia.
• Identity Deck A card-based conversation tool that facilitates dialogue about identity, including gender, sexual or romantic orientation, autism, and character. Available in a home-use version or a version for professional care settings.
• Diversity Deck A card game of eighty situation and question cards designed to spark conversations about gender identity, expression, and sexuality. Suitable for groups of 2–30 people, including groups where autism is a factor.
• Projectpraat A card-based tool for cultural project teams to collaboratively define goals, stakeholders, communication strategy, and project scope through structured conversations.
• Woonwaardengesprek An interactive and accessible method for neighbors to discuss housing and energy topics, covering homes, public space, energy use, and social connections. Designed for homeowner associations, housing collectives, or neighbor groups.
• Heisessie A custom-designed team session that combines creative working methods, interaction, and teambuilding. Facilitated by morgenmakers for teams of up to 16 people.
• Designsprint A five-day intensive design sprint following the Google method, guiding a compact team through a complete design process to develop new ideas, concepts, or products, with prototyping and testing.
• Ongezien A facilitated session that makes invisible connections discussable, helping teams explore the breadth and reach of their project through creative working methods to develop a broader systemic perspective.
• Participeren kun je leren A 'quick-cook' training program that familiarizes employees of housing corporations or municipalities with participation practices, methods, and organizational embedding, combined with working on a current project.
• Straatpraat A participation method for engaging residents of apartment complexes or neighborhoods through sticker-based invitation, group conversations, and co-designing follow-up actions.
• Eigenwijzer Babbelbox – vliegende start A bundle of two Eigenwijzer Babbelbox tools plus a one-hour interactive introduction session to help teams get started with the Babbelbox. Priced at €350.
• Eigenwijzer Babbelbox – met inbedding A comprehensive embedding program that includes two Eigenwijzer Babbelbox tools plus team formation, exploration of organizational fit, and evaluation over several months to ensure sustainable adoption.

Named customers14 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

21 partnerships are on record, tiered minor and core.

• Brink | bouw, infra, vastgoedminorStrategic or Co-development PartnerCollaboration partner for asylum seeker center (AZC) Oisterwijk project, bringing construction and real estate expertise to integration initiatives.
• Marc Koppen OntwerpcoreStrategic or Co-development PartnerDesign partner for visual identity and branding, including Generaal Speciaal brand identity and Buurtschap te Veld communication strategy.
• Stichting AB voor elkaarcoreStrategic or Co-development PartnerSocial initiative foundation collaborating on Hallo! loneliness project and conversation packages for elderly and language groups.
• WijEindhovenminorStrategic or Co-development PartnerLocal Eindhoven organization partnering on social projects including Hallo! loneliness initiative.
• Prins Bernhard CultuurfondsminorOthersCultural fund providing financial support for the Hallo! project on loneliness in Eindhoven.
• Landschapsbureau Verhoeven | de RuyterminorStrategic or Co-development PartnerLandscape architecture bureau collaborating on Sonniuswijk area vision development in Son en Breugel.
• Beeckk RuimtemakersminorStrategic or Co-development PartnerSpatial development specialists partnering on Sonniuswijk area vision project.
• Buro KatominorStrategic or Co-development PartnerDesign bureau collaborating on Buurtpraatjes toolkit for neighbor integration in Eindhoven.
• Flight ForumcoreStrategic or Co-development PartnerBusiness park where morgenmakers served as neighborhood maker and organized events and exhibitions.
• Area (woningcoöperatie)coreStrategic or Co-development PartnerHousing corporation partnering on De Leest neighborhood improvement and waste awareness project.
• Gemeente VeghelcoreStrategic or Co-development PartnerMunicipality collaborating on De Leest neighborhood improvement project.
• Caspar de Haan (renovatiebedrijf)coreStrategic or Co-development PartnerRenovation company initiating the Helpende Haan program, linking social and green projects to renovation processes.
• MinitopiaminorStrategic or Co-development PartnerPartner in Buurtschap te Veld development bringing alternative housing concepts.
• Living Lab 040minorStrategic or Co-development PartnerInnovation platform partner in Buurtschap te Veld development.
• Tom van Tuijn StedenbouwminorStrategic or Co-development PartnerUrban planning partner in Buurtschap te Veld neighborhood development.
• VelcromediaminorStrategic or Co-development PartnerMedia partner for Buurtschap te Veld communication and campaign.
• Saskia SchrevenminorStrategic or Co-development PartnerVisual note-taker providing visual summaries for Brainport Smart District projects.
• Erasmus Social Design HubminorStrategic or Co-development PartnerAcademic partner (Jeltje van der Haer and Suzan Christiaanse) co-developing Woonwaardengesprek method.
• Gemeenten Albrandswaard, Barendrecht en RidderkerkminorStrategic or Co-development PartnerMunicipalities where Woonwaardengesprek was piloted as part of sustainability project.
• De Groene Wijk WeekminorStrategic or Co-development PartnerGreen neighborhood initiative supporting Generaal Speciaal neighborhood garden project.
• WIJEindhovenminorStrategic or Co-development PartnerLocal organization collaborating on Groene Generalen greening initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IDEO: Global design consultancy pioneering design thinking, human-centered design, and co-creation across healthcare, government, and social innovation — the canonical incumbent whose methodologies (design sprints, co-creation) morgenmakers explicitly adapts in its service offering.
• Frog Design: Global design and innovation firm with deep expertise in human-centered design, healthcare, and social impact — a broader incumbent offering adjacent services to morgenmakers' design facilitation and product innovation work.

Direct peers

• IJsfontein: Amsterdam-based design agency creating interactive experiences and tools for social impact, healthcare, and public-sector clients — comparable to morgenmakers in delivering both physical conversation tools and facilitated service programs.
• Stuff (design research): Amsterdam-based design research firm conducting human-centered research and co-creation for healthcare, government, and housing clients — directly overlapping morgenmakers' elderly care, identity, and participation focus.
• Waag Futurelab: Amsterdam-based social design and technology research lab that designs participatory interventions for healthcare, citizenship, and inclusion — directly overlapping morgenmakers' elderly care, identity, and citizen participation focus areas with a similar methodology-driven approach.
• The Beach (design agency): Dutch design agency specializing in strategy, branding, and participation projects for public-sector and healthcare clients — directly comparable in methodology, client mix (municipalities, care organizations), and service delivery model.
• STBY: Dutch design research consultancy specializing in human-centered and co-design research for public-sector and corporate clients across Europe — directly comparable to morgenmakers' facilitation and co-creation methodology applied to social innovation projects.
• Panton: Dutch design consultancy applying design thinking to social, healthcare, and public-sector challenges — comparable in methodology and client segments, particularly around human-centered healthcare and citizen participation.

Emerging players

• Tonkunst (design for social impact): Dutch emerging design practice focused on social design and cultural projects, comparable to morgenmakers' co-creation work with cultural institutions (e.g., Projectpraat) and neighborhood development.
• Designing the Dutch: Dutch design collective working on social design and civic innovation projects — overlapping morgenmakers' human-centered, participation-driven methodology for societal challenges in the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/morgenmakers
• Instagraminstagram.com/morgenmakers_

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 morgenmakers