Gardeners

What Gardeners does

Gardeners is a full-service creative agency headquartered in Amsterdam, Netherlands, founded in 2008 by Maira Evers. The firm delivers integrated creative services across five core pillars: strategy (brand strategy, impact strategy, content strategy, tone of voice, touchpoint mapping), design (brand identity, web design, motion design), campaigns (creative concepts, media strategy, brand activations, experiential marketing), PR (corporate, lifestyle, influencer marketing), and activation (event concept, production, and direction). In addition, the Impact Hub sub-brand offers dedicated impact strategy services using the proprietary Impact on a Page© framework, positioning the agency specifically for brands with social and environmental ambitions.

The agency's customer base spans enterprise, government, and nonprofit clients, with a deliberate focus on impact-driven and sustainability-oriented organizations. Documented clients include Triodos Bank, Natuurhuisje, On, Gazelle, Polestar, Ben & Jerry's, Cinetree, Dopper, Fairtrade Original, Plan International, Aidsfonds, KLABU, Het Vergeten Kind, Nationaal Warmtefonds, OBA, and Waterschap Amstel, Gooi en Vecht. Recent campaigns have generated combined PR value exceeding €12M and reach in the hundreds of millions across individual case studies. The agency maintains a 30+ case study portfolio, B Corp certification, and a 'Fossielvrij' (fossil-free) commitment.

The business model is project-based professional services delivered through direct client engagement, with retainers and multi-year contracts (e.g., a five-year government relationship) supplementing project work. The firm operates a sales-led go-to-market motion, with no public rate card, no subscription or productized offering, and no marketplace or reseller distribution. Geographic focus is primarily the Netherlands, with selective international campaign work (e.g., the Triodos Bank cross-border launch in NL, BE, UK, ES). Following a New Year's Eve 2025 fire that destroyed the agency's 17-year headquarters at the Vondelkerk, Gardeners relocated temporarily to Stayokay Amsterdam Vondelpark and is planned to move to a new permanent headquarters at Barentszplein 7 in Amsterdam. The firm is privately held, founder-owned, and operates with a headcount of 11-50.

Name

Gardeners

Legal name

Gardeners

Website

https://gardeners.nl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Creative agency services (integrated projects): Revenue is generated through project-based professional services spanning brand strategy, design, campaigns, PR, and activation. Clients commission the agency for discrete campaigns, brand development projects, or retainer-based ongoing creative and PR work. The agency operates on a direct client relationship model without a published rate card or subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Gardeners is a full-service creative agency that combines brand strategy, design, campaigns, PR, and activation services under one roof. The agency serves impact-driven brands and organizations across sectors such as banking, food, mobility, nonprofits, and government, with a particular focus on sustainability and purpose-driven communications. It delivers integrated projects spanning everything from brand identity and tone of voice development to media campaigns, influencer marketing, and live brand activations.

Product overview

Gardeners is a full-service creative agency that combines strategy, design, campaigns, PR, and activation services under one roof. The agency organizes its offerings around five core service pillars: Strategy (brand strategy, impact strategy, content strategy, tone of voice, touchpoint mapping), Design (brand identity, web design, motion design), Campaigns (creative concepts, media strategy, brand activations, experiential marketing), PR (corporate, lifestyle, influencer marketing), and Activation (events and experiential experiences). Additionally, the Impact Hub practice focuses specifically on impact-driven work, offering impact strategy, impact design, impact campaigns, and thought leadership services to help brands anchor positive impact in their strategy and behavior.

Differentiator

Problem solved

Functional benefit

Brands

• Impact Hub: A dedicated division of Gardeners focused on helping brands with impact ambitions, providing tools and frameworks including the 'Impact on a Page' model for brands looking beyond profit.

Products and services

• Strategy Strategic services including brand strategy, brand naming, impact strategy, brand architecture, content strategy, tone of voice development, marketing engagement strategy, touchpoint mapping, and ecosystem activation for enterprise, government, and nonprofit clients.
• Design Visual design services including brand identity, web design, motion design, template toolkit, and image bank art direction for brands seeking identity, visual systems, and digital presence.
• Campaigns Campaign development including creative concepts, communication and media strategy, brand activations, experiential marketing activations, and 360 translations for consumer, corporate, and cause-driven clients.
• PR Public relations services including corporate PR, lifestyle PR, and influencer marketing, with an earned-first approach designed to generate measurable media value and reach for clients.
• Activation Event and activation services for tangible brand experiences, including concept development, creation, production, and direction, covering creative concepts, communication and media strategy, brand activations, and experiential marketing activations.
• Impact Hub Dedicated service offering for impact-driven brands that want to look beyond profit, providing impact strategy, impact design, impact campaigns, and impact PR and thought leadership using the proprietary Impact on a Page© methodology.

Quantifiable outcome

• Cinetree mental health documentary: €2.47M PR value, 244M+ reach, 300+ publications
• +10 more outcomes

Named customers20 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

Feature2 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Stayokay Amsterdam VondelparkminorOthersFollowing the fire at the Vondelkerk in New Year's 2025/2026, Stayokay Amsterdam Vondelpark provided temporary office space to Gardeners, allowing the agency to continue its operations while seeking a permanent new location.
• Impact HubcoreStrategic or Co-development PartnerGardeners offers its own 'Impact Hub' service — a dedicated offering for brands that want to look beyond profit alone, helping them sharpen impact ambitions and translate them into actionable choices using the proprietary Impact on a Page© model and related tools.
• GoldfizhminorGTM or Marketing PartnerDigital marketing agency that handled the online translation of the Triodos Bank 'Move your money to the good side' youth campaign, working in partnership with Gardeners on that specific project.
• Thijs BierstekerminorStrategic or Co-development PartnerInteractive installation artist who created 'We Harvest Wind' for Polestar's three-year partnership with Stedelijk Museum Amsterdam, inspired by Polestar's LCA report on sustainable EV charging. Gardeners handled PR and partial production around the installation's opening.
• O2H Creative SolutionsminorChannel Partner/ Reseller/ DistributorProvided DOOH (Digital Out-of-Home) advertising space at prime city locations in Amsterdam, Rotterdam, Den Haag, and Utrecht for the Plan International 'Lichtgedichten' campaign on World Girls' Day.
• Indie RunnerminorGTM or Marketing PartnerPartnered with Gardeners for the Dam tot Damloop afterparty logistics — the cooling down boat experience following the On Cheering Zone activation.
• Nieuw Amsterdams VerbondminorStrategic or Co-development PartnerProud partner of the Nieuw Amsterdams Verbond, an initiative of Mayor Halsema for Amsterdam's 750th anniversary. Gardeners developed the brand strategy, visual identity, and website design for the organization, which brings together citizens, businesses, and the municipality for a more social and livable city.
• NATRUEminorStrategic or Co-development PartnerGardeners developed the 'Truth Booth' activation for NATRUE — a pop-up coffee bar where people paid with honesty by answering personal questions, in exchange for NATRUE plant-based coffee drinks. Highlighted NATRUE's brand transparency positioning.
• No Waste ArmyminorStrategic or Co-development PartnerGardeners served as PR partner for No Waste Army's National Potato Week campaign (17–26 April), which rescued approximately 900,000 kg of surplus potatoes through supermarket and catering actions. Generated 400+ publications.
• Milieu CentraalminorStrategic or Co-development PartnerFirst campaign for Milieu Centraal — a 'In het zonnetje' (In the spotlight) campaign thanking solar panel owners with children's drawings, to highlight solar energy's contribution to a cleaner Netherlands.
• De Gezonde StadminorStrategic or Co-development PartnerGardeners is a sponsor of De Gezonde Stad project for Amsterdam's 750th birthday, which placed 750 large and 7,500 small trees temporarily on a city road. Developed communications and PR for the 'Verjaardagbos' (Birthday Forest) under the tagline 'Voor een groene morgen'.
• Fawaka OndernemersschoolminorStrategic or Co-development PartnerGardeners organized 'Creative Garden' with Fawaka Ondernemersschool, a program introducing children from diverse backgrounds to the creative world, including a session with Chocolatemakers where children invented their own chocolate bar brands.
• RicolaminorStrategic or Co-development PartnerBrought Ricola's 'Mouthfullness' activation exclusively to the Parade in Amsterdam — a mindful enjoyment experience where visitors entered the Ricola world in exchange for a Ricola cough drop ticket.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Dawn: Amsterdam-based independent creative agency working across brand strategy, design, and campaigns for European clients. Comparable in size, location, and full-service creative offering.
• Mother: Independent, creatively led network known for integrated brand campaigns and culture-driven work. Comparable in independent positioning, full-service model, and emphasis on creative craft.
• Anomaly: Independent creative agency with a strong purpose/impact orientation and integrated strategy-design-PR model. Comparable approach to full-service, idea-led client work, though operating at a larger, multi-office scale.
• Fitzroy: Dutch independent creative agency with a brand strategy, campaign, and PR practice serving similar impact- and lifestyle-oriented clients. Closely matched in market positioning and service breadth.
• N=5: Amsterdam creative agency with a long-standing positioning around 'positive change' and societal impact, very similar in mission, size, and service mix to Gardeners. Directly comparable peer within the Dutch impact-creative niche.
• KesselsKramer: Amsterdam-based independent creative agency of comparable size, known for culturally progressive, often impact-adjacent work for brands such as Heineken and Tony's Chocolonely. Closest Dutch independent peer in scope, ethos, and scale to Gardeners.

Emerging players

• Studio Dumbar: Rotterdam-based independent design agency specializing in brand identity and visual systems. Comparable on the design and brand-identity side of Gardeners' practice, though narrower in scope (design-led, no PR).

Broad incumbents

• DDB: Global creative network with a Dutch presence (DDB Amsterdam) offering brand strategy, campaigns, and PR. Comparable services but positioned as a broad incumbent rather than a specialist.
• Wieden+Kennedy: Global independent creative network with a flagship Amsterdam office. Comparable in independent creative ethos but operates at materially larger scale and broader geographic footprint.
• TBWA: Global advertising network with Dutch operations (TBWA\NEBOKO) and a well-known 'Disruption' methodology. Overlaps in strategy, brand, and campaign work but at much larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gardeners-agency
• Instagraminstagram.com/gardeners.agency

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 Gardeners