Jelle F. Post
Jelle F. Post is a Netherlands-based sole-proprietor graphic design practice (operating as "Gewoon Jelle") that delivers commissioned book design, illustration, brand identity, and spatial/textile artwork for Dutch museums, publishers, and hospitality clients.
- Company typePrivate
- Founded2006
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Jelle F. Post does
Jelle F. Post is a Netherlands-based sole-proprietor graphic design practice operating under the trade name "Gewoon Jelle," founded in 2006 and based in Stiens, Friesland. The firm is registered as a BNO (Beroepsvereniging van Ontwerpers) member and is run by a single practitioner, delivering commissioned graphic design and illustration across book design, identity systems, literary magazine layout, and spatial/textile artwork.
The portfolio is structured around six service areas surfaced on gewoonjelle.nl: Boek (books), educatie (education), Huisstijl (identity), kinderen (children), and Ruimtelijk werk (spatial work). Core technical capabilities include ecoline illustration, custom cover-system design, typographic silhouettes, and pattern design for both print and textile output. Flagship deliverables include the Rijksmuseum Familiegidsen (Family Guide) interactive series (ongoing since 2013), the Cloud#9 textile tapestry (900 x 300 cm, acquired by Fries Museum), the "Toffe Peren" children's book (Best Verzorgd Boek 2021), the literary magazine "tijdschrift Ensafh" (designed six times per year since 2009), and the "Why Should I Go To" English-language travel guide series (2024).
The business model is professional services: freelance, project-based design commissions negotiated directly with clients. The go-to-market is sales-led via reputation and referrals within the Dutch museum and publishing ecosystem. Distribution is indirect — completed work reaches end users via publishers, museum shops, and webwinkel channels (Rijksmuseum, Toffe Peren, bol.com, bruna.nl, libris.nl). Primary customer segments are cultural institutions and museums (Rijksmuseum, Kunsthal Rotterdam, Fries Museum), Dutch-language book and magazine publishers (Nijgh & Van Ditmar, Uitgeverij Volt, Loopvis, Spectrum), and hospitality/lifestyle brands. All value is delivered by a single practitioner with no disclosed employees, no external funding, and no parent company; ownership is founder-held and bootstrapped.
Jelle F. Post firmographics
Firmographics- Name
- Jelle F. Post
- Legal name
- Jelle F. Post
- Website
- https://gewoonjelle.nl
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Jelle F. Post is a Netherlands-based sole-proprietor graphic design practice (operating as "Gewoon Jelle") that delivers commissioned book design, illustration, brand identity, and spatial/textile artwork for Dutch museums, publishers, and hospitality clients.
- Ownership category
- akta.pro rank
Jelle F. Post industry classification
Industry- Product category
- Graphic Design Services
- NAICS
- Graphic Design Services (541430), Graphic Design Services (54143)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Institutional & Custom Publishing (Coursepacks, Campus/Corporate Training) (MPAJABAL)
- akta.pro secondary industries
- Lifestyle, Travel & Leisure Books Publishing (MPAJAAAH), Arts, Culture & Literary Magazines (MPAJAEAN)
Keywords
Jelle F. Post business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Graphic Design Commissions: Freelance graphic designer delivering commissioned design and illustration work for books, magazines, cultural institutions, and hospitality brands. Revenue is project-based, sourced directly from clients and through publishing partnerships.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Jelle F. Post product offering
Product offeringCore offering
Jelle F. Post is a sole-proprietor graphic design studio delivering commissioned design and illustration for books, magazines, educational publications, exhibitions, brand identities, and spatial/textile artworks. Projects span Dutch museums, publishers, and hospitality clients, with recurring multi-year engagements and signature cover and identity systems that unify series of publications under a single visual language.
Product overview
Jelle F. Post is a graphic design studio offering book design, illustration, identity/branding, and spatial artwork services. The portfolio comprises multiple product categories including educational books for museums (Rijksmuseum Familiegidsen series), children's books (BAM! reading series, Toffe Peren, MODE ABC), literary magazine design (Ensafh), cookbooks (Pindakaas, Amazing Asia series), educational guides (Verdwalen series), and artistic installations (Cloud#9 tapestry). Projects span publishing, education, hospitality branding, and cultural institutions, with recurring clients including Rijksmuseum, Kunsthal Rotterdam, and various Dutch publishers.
Differentiator
Problem solved
Functional benefit
Products and services
- Rijksmuseum Familiegidsen Series of educational family guidebooks for the Rijksmuseum Amsterdam covering different historical periods, designed for parents and children from age 8 with interactive elements such as stickers, lift-the-flaps, and thermochromic inks. Commissioned by the Rijksmuseum via production partner Pavlov since 2013.
- BAM! – ik lees Children's reading book series that helps children learn to read by exploring topics they find interesting, following the AVI reading level system for children with approximately one year of reading instruction. Published by Uitgeverij Volt.
- tijdschrift Ensafh Ongoing design of the Fries literary periodical Ensafh (Fries for 'etcetera'), including covers and interior layout in 17x24cm format, published six times per year since 2009.
- Cloud#9 Textile tapestry artwork approximately 900 x 300 cm, produced in collaboration with TextielLab / TextielMuseum Tilburg and acquired into the Fries Museum collection. Depicts clouds as an inverted landscape exploring the designer's relationship with Friesland.
- Why Should I Go To Series of compact English-language travel guides for young, curious, and budget-conscious city travelers, covering cities such as London, Paris, Berlin, Rome, and Amsterdam. Published by Momedia in 2024 with a tight cover system unifying typography and illustration across cities.
- Omke Jan house identity Identity and branding design for the 'Boergondisch ontmoetingsplek' Omke Jan hospitality venue in Woudsend, Friesland, including logo, typography, signage, and visual identity elements for the venue.
- Pindakaas kookboek 160-page peanut butter cookbook by Saskia Lelieveld and Marije Sietsma, published by Loopvis, shortlisted for 'Cookbook of the Year' 2017 and the Gourmand World Cookbook Awards 2018.
- Klik met je ik / Verdwalen in Verhalen Educational book about storytelling techniques for primary education, co-authored with Anne Graswinckel, guiding teachers and students through developing authentic narratives in four steps.
- Bobbin Hood Screen printing handbook collaborating with 14 international illustrators, covering stencil screen printing techniques with over 40 projects ranging from quick to elaborate.
- Toffe Peren – Het kinderboek Children's book celebrating imperfect fruits and vegetables, awarded 'Best Presented Book 2021' by De Best Verzorgde Boeken, teaching children about different produce through counting and shape recognition.
- MODE ABC Fashion alphabet book for children explaining the stories behind clothing items and accessories from A to Z, published in 2021 with 160 pages and 200 illustrations.
Quantifiable outcome
- Ensafh literary magazine covers designed six times per year since 2009
- +2 more outcomes
Companies that use Jelle F. Post
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Jelle F. Post technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Jelle F. Post partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- TextielLab / TextielMuseum (Tilburg)coreTextielLab is a unique knowledge centre combining a specialized workshop for unique fabrics with an open studio for innovation. National and international designers, architects, artists and students are guided by product developers and technical experts. Jelle F. Post worked with TextielLab to produce the Cloud#9 tapestry, developing yarn choices, bindings, and weaving techniques.
- PavlovcorePavlov (Pavlov Publiceert) develops and produces the Rijksmuseum Familiegidsen series in collaboration with the Rijksmuseum and Jelle F. Post. Pavlov handles production, with Ellen de Man Lapidoth as art director and Jelle F. Post as designer and illustrator. Ongoing collaboration since 2013.
- Het ImaginariumminorConcept and text partner for the 'Kijkwijzer' and educational materials for the Kunsthal Rotterdam's 'Calder Now' exhibition. Jelle F. Post handled design and illustration.
- RijksmuseumcoreOngoing collaboration since 2013 for the Familiegidsen series — interactive guidebooks for families covering the 17th century, Golden Age, Middle Ages, and 18th century. The guides are sold in the museum and webwinkel. Some guides are available in English, German, and French.
- Fries MuseumcoreCommissioned Jelle F. Post to create the Cloud#9 tapestry for the museum's collection. The work explores the relationship between designer and place of residence, specifically Post's view of Friesland. The tapestry (900 x 300 cm) was produced 2016–2018 and acquired into the museum's collection.
- Nijgh & Van DitmarcoreMajor Dutch publishing house that publishes multiple titles with Jelle F. Post's design and illustration work, including Chez Bijdendijk (2024), Bij Bijdendijk thuis (2021), TLV Vegan (2021), and Niemandsland (2021).
- LoopvisminorPublisher of the Pindakaas kookboek (shortlisted for Cookbook of the Year 2017 and Gourmand Awards 2018) and the Verdwaalatlas (2022) for Arcadia.
- Kunsthal RotterdamminorKunsthal Rotterdam commissioned Jelle F. Post to design and illustrate educational materials (Kijkwijzer, spatial stencils, tapestry elements) for the 'Calder Now' exhibition in 2021, in collaboration with Het Imaginarium.
- MomediaminorPublisher of the 'Why Should I Go To' travel guide series (2024), for which Jelle F. Post served as both designer and illustrator. Series covers cities including London, Paris, Berlin, Rome, and Amsterdam.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Jelle F. Post competitors and assessment
Company assessmentDirect peers
- Mevis & Van Deursen: Amsterdam-based design duo known for book design, cultural publications, and typographic systems for Dutch publishers and museums. Highly comparable profile in book and editorial design for cultural institutions.
- Experimental Jetset: Amsterdam-based design studio working across identity, editorial, and cultural-institution projects. Comparable typographic sensibility and Dutch cultural-sector client base; operates as a multi-person studio rather than solo practitioner.
- Lust: The Hague-based design studio with a comparable mix of editorial design, cultural-sector identity work, and typographic systems. Direct overlap with the subject's combination of book/magazine design and institutional branding.
- Studio Joost Grootens: Dutch designer specializing in book design, typography, and information design with cultural-institution clients. Highly comparable craft focus and client profile in editorial and cultural publishing.
- Irma Boom Office: Renowned Dutch book designer with global museum and publisher client base. Most comparable at the craft level (book design, illustration, typographic systems) and for serving cultural institutions; operates at much larger scale and international profile.
- Studio Dumbar: Dutch design studio with comparable portfolio in identity systems, cultural-sector work, and editorial design for Dutch institutions. Operates at a larger scale but serves the same client ecosystem of museums, publishers, and public-facing brands.
- Bureau Mirko Borsche: Munich-based design studio with comparable portfolio in book design, identity, and cultural-sector typography. Similar studio size and craft-driven approach to editorial and identity design.
Broad incumbents
- thonik: Amsterdam design studio with broader remit (identity, motion, digital, editorial) across cultural and public-sector clients. Comparable Dutch cultural-sector client work but at a larger scale and across more media including digital.
- KesselsKramer: Amsterdam creative agency with significant cultural-sector and publisher-adjacent work including book design and editorial campaigns. Broader offering (advertising, film) than a pure design practice but overlapping client base in Dutch cultural institutions.
Emerging players
- Catalogtree: Dutch design studio working at the intersection of editorial design, data visualization, and cultural publishing. Comparable typographic and editorial sensibility for cultural-sector clients; smaller-scale and more tech-forward.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Jelle F. Post social profiles
Digital presenceJelle F. Post financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jelle F. Post leadership team
Management profileNumber of profiles
Profiles1 record
Jelle F. Post funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jelle F. Post M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jelle F. Post
What does Jelle F. Post do?
Jelle F. Post is a sole-proprietor graphic design studio delivering commissioned design and illustration for books, magazines, educational publications, exhibitions, brand identities, and spatial/textile artworks. Projects span Dutch museums, publishers, and hospitality clients, with recurring multi-year engagements and signature cover and identity systems that unify series of publications under a single visual language.
Is Jelle F. Post a public or private company?
Jelle F. Post is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jelle F. Post founded?
Jelle F. Post was founded in 2006. It employs 1 to 10 people.
How does Jelle F. Post make money?
One revenue line is on record: graphic Design Commissions.
Who are Jelle F. Post's main competitors?
Direct peers on record are Mevis & Van Deursen, Experimental Jetset, Lust, Studio Joost Grootens, Irma Boom Office, Studio Dumbar and Bureau Mirko Borsche. Broad incumbents are thonik and KesselsKramer. Catalogtree is listed as an emerging player.
Does Jelle F. Post have an API?
No public API is recorded for Jelle F. Post.
What industry is Jelle F. Post in?
Jelle F. Post's product category is Graphic Design Services. Its primary akta.pro industry code is MPAJABAL, Institutional & Custom Publishing (Coursepacks, Campus/Corporate Training), with a secondary code of MPAJAAAH, Lifestyle, Travel & Leisure Books Publishing. Its NAICS code is 541430 and its SIC code is 7330.