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Contents.Page 4 - 7 Preparation Work

Page 8Brand Communication Plan

Page 9Branding 2.0A Look into my Social Media

Page 10Curriculum Vitae

Page 12 - 13Interview with an ExpertDanny van Soest

Page 14Blogpost #1Easy Makeup for the Creative Mind

Page 15Blogpost #2Building a Foundation

Page 16 - 18My Creativity Sweatshop

Page 19Workshop at the EYE

Page 21Visual Storytelling with Rene Boonstra

Page 22 - 23Paul HughesHandshake

Page 24Blogpost #3Face the Truth

Page 25Blogpost #4On the Go: Bumpy Roads

Page 26 - 27Valtifest: An Analysis

Page 28Blogpost #5Eye See a Difference

Page 29 Blogpost #6On the Go: Smooth Flight

Page 30 - 31 Auction Dating:A Word of Mouth Campaign for Sail

Page 32 Blogpost #7Quite the Mouthful

Page 33Blogpost #8Ready, Set(ting spray)…

Page 35References

H E L S I N K IS U O M E N I L M E I S E T R I K K A U D E T

COLOFONConcept, Realisation & DesignSilvana Heeren TextSilvana HeerenTranslation travel slogansMarie Lafourcade, Vera Lindstrom,Paddy Conroy & Thanat ChiamwichitkunPhotography ©Silvana Heeren (unless otherwise stated)

This magazine was created, in its entirety, by Silvana Heeren, student number 483886, for the purpose of the final assessment of the 4.2 Minor called Creative Industry. It was handed it on 26th January, 2015.

All rights reserved.

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Prep work.The making of this magazine has been a work in progress. It was not something I simply threw to-gether; instead I carefully planned out posts, pages and layouts. The first step to the overall look and feel was the creating of a mood board. This shows the look (how things will be positioned, what they will bring over), the contents (what are the posts about, what to expect) and colors (what colors will be used – although looking back this is probably the least used). My mood board can be seen on the left page.

After that first step, I went on with drawing out my layout. I was very specific where in the magazine I wanted to place certain posts: for example blog posts needed to be spaced out fairly equally, and transla-tions from external lectures had to be kept grouped together – in order to keep a general overview, and a somewhat logical order. This contributes to the very orderly look and feel; where everything is placed in neat blocks, with equal spacing. I feel it adds to a professional look, and makes it easy to read through.

Mood board.The inspiration for this magazine: Clean lines and an ordened look. Everything is placed neatly next to one another, making it look very sharp. The aspired feel is young professional, yet addresses also the creative minds. The desired colors used are blues, teals and accents of golds: this returns in the blog look and feel. A small accent is on many’s passion: travelling, by displaying travel pictures as various ads.

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only had a few lectures to ask questions in person, too. When creating the entire document, I translated all my sketches into InDesign. With the help of some drafts on Pinterest, and keeping the con-tent and amount of pictures per post in mind, I designed the different layout pag-es, per post. This was quite easy, as I was rather sure on how exactly I wanted it to look: straight lines, everything fitting into one another. This helped to put my mind at ease, and see the final document come together. I put in fake pictures to get a general feeling of the pages. After designing all the layouts, some switching around started – mainly concerning the blog post. I knew some would have more pictures than others, and had to make sure these were consecutive. I also made sure there were empty pages through-out the document that could be used for pictures taken by myself. At that point I was unsure of the type of pictures, but later I decided on the theme of making travel advertisements of cities I have vis-ited myself, including a tagline per city. Obviously, more adjustments were made at a later point, as after this, the con-tents needed to be created. After I typed up articles and blog posts, I positioned

After drawing the general pages out, and seeing where I wanted certain posts to be, the switching around started – which sadly, did not end for a long time. It’s very hard to determine such a large part of the entire magazine be-forehand, but I find it necessary to keep everything on track and to remain orderly. I made some adjustments already to the sketch (which can be seen on the pre-vious page) and even more later. After being satisfied with how the sketch looked, I started to translate this into an InDesign document. The program on itself gave me quite some trouble, hav-ing never worked with InDesign before. I found it quite tricky to figure out. Another downside was the fact we didn’t start with work-ing in InDesign until well halfway into the period. Due to several reasons (theoretical lectures and illness) it was week four before we were behind computers and actually were ready to begin with the magazine. This was just much too late, also since this meant we

them into the aforementioned pre-made layouts, and natural-ly, switched things around even more. Although planning out the magazine this way helped me enormously, it is inevitable to adjust at a later stage. Pictures don’t seem to work out at times, or there is too much or too little text for that page. When placing the content in, is when you finally start seeing a page come togeth-er. I also had to keep in mind the pages were full, and each part fit-ted into one another. I didn’t want too much white space, aside from where I specifically placed it (ie. next to certain titles – to keep full attention on them). Everything else needed to be exactly syn-chronized, and spaces in between text and/or pictures needed to be equal in all circumstances. This where the columns I made from the beginning (there are six on each page) came in very handy, as this made is easy to keep track and keep things symmetrical. The fi-nal bits and pieces that needed to be done consisted of the cover, the back cover and the ads. As men-tioned before, the ads are pictures I took myself whilst on vacation in the countries. I found it small, simple and subtle way of show casing my love for travelling, and also an original way. My friends from all the countries helped me translate the various sayings into their native language, which makes it even more personal in my opinion! As for the cover; this was definitely a work on progress. It took me a very long time be-fore I found my final product, as I couldn’t decide on it. I took in-spiration from various magazines and wanted the cover to represent the magazine itself, and showcase the same look and feel (the very first draft/idea of the cover can be seen in the above picture - as you can tell this changed drastically).

Looking back on this entire project, I am very happy with the end result. I put a lot of time and effort into making it look like an ac-tual magazine that could be found on the shelves in the store. I learned a lot of things in InDesign, as I often had to look up tu-torials on how to do certain things. I found a passion in this whole project, and found it really nice I could display my creativity, and let my imagination run wild. I hope it shows in this dossier! As for the contents itself, I learned many things from the var-ious conferences and lectures we attended. In their own ways, they all contributed to either this dossier, or the project (or both!)All in all, I hope you enjoy reading through this magazine and find it interest-ing. I hope it shows what I have learned in the past. period and aside from that, also gives a bit more insight into me as a person. ◀

Reflection.

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I’m pretty active on Social Me-dia and I like to see my profiles as they represent me in the best possible way: I am quite open and opinionated on everything, and not afraid to speak my mind.

■Instagram. I use Instagram to document everything; sometimes I upload pictures of things I en-counter such as a beautiful sunset, or pictures of myself with friends after a fun day. I also post funny images (mainly when I ‘feel’ I ha-ven’t posted anything in a while and have nothing better to share) and just overall current topics. The last images I have upload-ed momentarily are of my mag-azine, showcasing it and giving friends that follow me the chance to give me some feedback (which has so far only been positive!)

■Another Social Media platform I use is (how could it not be?) Face-book. Now the use of this has dra-matically changed over the years. Whereas I used to upload anything and everything onto my Facebook (when I was around 18-years-

old), I know rarely upload any-thing. I mainly use Facebook to stay connected to friends I have all across the world. It’s a great tool to look at old pictures, rem-inisce and send a quick message.These are two platforms I would easily use to develop my personal brand even further: Instagram is a great tool to upload quick pictures of your every day life: a business meeting, a quick lunch or drinks

My Social Me-dia profiles: My Facebook can be found on www.facebook.com/silvana.heeren.1 and my Insta-gram on www.instagram.com/si lvanaadriana

Brand Communication P Plan.

Branding 2.0

after with potential partners. It gives those interested (I shan’t call them ‘fans’ – I am not famous) a small insight into your life, as they say, ‘a picture is worth a thousand words’. I would use Facebook as an opportunity to directly come into contact with others, and cre-ate a community. It’s great to use for even invites (and get an un-derstanding of your RSVPs)! ◀

It’s very important to know how to market yourself, and when doing this, a brand communi-cation plan is essential! It’s very strategic to know yourself: know your strengths, your weakness-es, your benefits and flaws. Af-ter all, how can a company de-cide on hiring you if you’re not even sure about yourself?

■I have previously made a brand template, which showcases who I represent as a person and perhaps more importantly, as a brand. This template – which can be seen to the right – shows my most impor-tant aspects. I am a professional young student, who takes work seriously and puts in 110% of her-self. I work hard and try to never disappoint people. My passion is in events, but I can also enjoy my-self in a completely other direc-tion: beauty related. I enjoy every beauty related profession out there and am considering an addi-tion career in this. I would like to explore the world of cosmetology, as I am interested in (film) make-up. When I love doing something, I will make sure I will do whatev-er it takes to make others proud. In more personal terms, I am an honest person, who speaks their mind and prefers it when others do the same. I don’t enjoy criti-cism, but find it an essential part

of learning things, and I therefore always open to suggestions on how to better my work and my-self. I’m a perfectionist and don’t stop until something is – in my eyes – perfect. I enjoy working in teams, both as a team player and as a manager. I’m also not afraid to be myself; even if that means standing out at times. I don’ try to be different, but sometimes am. I am at a point right now where this is fine and I have learned to play it to my advantages.

In terms of the future, I hope to see myself in a profession I simply love, whether that is events related or cosmetics. I hope to one day be at a top position, a position I have worked my way up to by proving myself, and showcasing my earned skills and talents. I hope to have a respectful work relationship with coworkers, based on mutual respect which results in a com-fortable atmosphere. And above al, I hope to become a person in general, that I am proud of being.

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Kaaistraat 724711HS St.-Willebrord

The Netherlands

Est. 10 Feb. 1990

0031 6 12 34 56 78silvana_149@hotmail.com483886@student.inholland.nl

o Dutch: nativeo English: fluento French: basico Spanish: basico German: basic

I amo a hard workero a team playero stress resistanto open to new experiences

o Microsoft Office o Photoshopo InDesigno HTML/CSS

BornBreda

The Netherlands1990

KSE High SchoolHAVO

Etten-Leur, The Netherlands

Diploma attained in 2008

Whatcom Community CollegeExchange Programme

Bellingham, United States of America

September 2008 – July 2009

De Montfort UniversityExchange Programme

Leicester, United Kingdom

September 2012 – March 2013

INHolland University of Applied Sciences

Leisure ManagementDiemen,

The NetherlandsSeptember 2009 –

presentpresent

Dirk van den Broek supermarketSt.-Willebrord,

The NetherlandsCashier

September 2006 – August 2008

Bagels & BeansAmsterdam,

The NetherlandsBarista

May 2010 – June 2011

Vero ModaBreda,

The NetherlandsSales representativeSeptember 2011 – September 2012

Tumult FundraisingAmsterdam,

The NetherlandsIntern events

April 2013 – January 2014Production coordinator HomeRide

May 2014 – June 2014May 2014 – June 2014

V I S I T P A R I S UNE VILLE SI BELLE QUE VOUS NE VOUDREZ JAMAIS LA QUITTER

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anny van Soest.An interview with..DDanny van Soest is a young entrepreneur who has been active in the creative field for several years now. He started out with an internship at a concept- and event company, working for charities, before moving forward to the position of employee, being responsi-ble for several aspects of the event. He is currently the proud owner of a similar company and creates athlet-ic event concepts. He has a degree in Sports Manage-ment and possesses extensive knowledge of market-ing, Social Media and graphic design. He is currently the projectmanager for the 99% Ride Amsterdam; a fundraising cycling event in which participants raise money for various charities in South America. He is someone I admire as he has very clear goals!

■Q: IN WHAT CREATIVE SECTOR ARE YOU MOMENTARILY WORKING?A: I am currently an independent entrepreneur in the creatie sector. I create and realize inno-vative and unique event concepts, primarily for good causes and non-profit organisations. Aside from that, I a man advisor for companies, since I have a background in marketing. I talk tot hem about their (online) marketing policy and I cre-ate and coordinate (online) marketing campaings.

Q: WHAT MADE YOU WANT TO WORK AS A FREELANCER?A: In the past I have worked for several event-companies. I have been active and involved with the organisation of several large events, and their marketing. After the last company I worked at – up and until 2014 – ceased to exist, i have decid-ed at the end of 2014 to start my own company.

Q: DO YOU HAVE ANY EXPERIENCE WITH OTHER PARTS OF THE CREATIVE SECTORS?A: No, I have not worked at other sectors.

Q: WHAT WOULD YOU SAY ARE THE BENEFITS AND DOWNSIDES TO HAVING YOUR OWN COMPANY?A: The fact you can plan your

own time is a very big benefit. You can be as flex-ible as you like and make your own plannings. Aside from that, I enjoy how you are free to do as you please within your own company, you do not have to link back to others and that saves you time and makes the whole procedure more efficient.The biggest downside would be the fact you have no steady income: it is a very unstable world. But this is the only downside I can think of, so I would say the benefits definitely outway the negatives!

Q: HOW EXACTLY DID YOU START YOUR COMPANY? WHERE THERE ANY PUTBACKS YOU STRUGGLED WITH?A: The start of my company went very smooth. There are of course some administrative parts, but they did not trouble me. Within a month of registering my compa-

Danny van Soest.

“The sky is

the limit!“

Interview by Silvana Heeren.

ny with the chamber of Commerce I had my first com-missioning client, so I would say I had a very good start.

Q: WHAT WOULD YOU SAY ARE THE BENEFITS AND DOWNSIDES TO THE CREATIVE SECTOR IN GENERAL?A: The upside I would say is the fact you can be as creative as you like, the sky is the limit! The downside to that is the fact it’s also a matter of taste: what I really like, someone else might not be as enthusiastic about.

Q: WHERE DO YOU SEE TH CREATIVE SECTOR IN THE FUTURE (10/20 YEARS FROM NOW)?A: I expect the sector to develop even more within the next 10 to 20 years. This sector is one of the fast-est growing sectors for a reason. It is full of impact, expecially within the Netherlands. I think this sec-tor is part of the future! It is a trend which is already visible here in the Netherlands: professions such as graphic designer, webdesigner and interaction de-signer are on the rise and I expect that to continue.

Q: IS THERE ANYTHING SPECIF-IC YOU WOULD LIKE TO SEE?A: I would like to see the human as a central part

of this sector – amongst all the technological devel-opments. The human mind is the starting point for everything creative, and without it there is no tomor-row. The computer must become an aid to help the human, not the other way around. Especially sincew this is a time of effiecientcy and low costs. We must ensure that the quality the companies active in the creative sector does not go down, but stays on top! ◀

Quote Quote Quote Quote Quote Quote Quote

Quote Quote

Danny, actively present during one of the events he has worked on in the past (October 12, 2013).

Danny, as he is hard at work.

“The human mind is the starting

point for everything creative.”

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Easy Makeup for the

Creative Mind.

Welcome to my blog! As crea-tive professionals, active in the work field, we don’t always have a lot of (spare) time. We often run from meeting to meeting (or even from city to city - not un-common in the Netherlands) and scramble to make them on time. Lunch? Must be on-the-go. An-other business meeting? Must be while on the train, by phone, whilst eating aforementioned lunch. Makeup?! Must be- al-right. When holding a phone in one hand and a plastic, disposable fork in the other, you don’t have

anymore hands to hold a lipstick. I understand. No makeup then. Now those three words (mainly the first two) are hard for me to hear. For one, because no one likes to hear the word ‘no’. Never has that word prefaced anything fun. No, I don’t like that dress. No, I don’t want to marry you. No, you cannot have more chocolate. Secondly, ‘makeup’. Every time I hear that word, my mind goes blank and I wake up in a daze several hours later, alongside a deceased bank account and lip-stick swatches all over my body. I am a makeup junkie. Makeup lov-er, enthusiast, addict(?) And there-fore the thought that some people don’t have (read: take) the time to spend five minutes - five glo-rious minutes - to do their make-

up baffles me. Wha- Wh- But h-Now I understand some people don’t want to spend their time (people who are NOT in their right mind I tell you, but that’s just me; let’s keep this blog objective...-ish) or truly don’t HAVE time (let us understand there are also such things as spouses, children, hob-bies - all not in my possession, as to be expected). Hence: this blog!Fear no longer, false lash-flops and lipstick-losers: I am here to save the day! For the next seven posts, I will take you along a journey that you will thoroughly enjoy. I will explain to you how to apply sim-ple, yet effective makeup- even for the busiest lady (and possibly gent? Who am I to judge...) out there! And before you read/try/judge it; give it a go! Even if it means get-ting up five to ten minutes earlier (I know it’s hard: beds are com-fortable and work won’t finish it-self... But hey did you know Napo-leon always got up at 4AM?! That’s besides the point..) Give one, a few or all of these makeup pointers a try and see what it does. Maybe you’ll get an extra compliment, maybe you will just feel better, maybe you won’t looked like you got punched in the face - twice - because you concealed those dark circles for once (too harsh? I knew it, I have no silent mode...)I have sectioned off parts of the face and carefully picked products that will enhance anyone’s features - used together or on their own. The next six posts will go into detail on what, why and how. The final post will contain the overall look, con-sisting of every step put together. Come along everyone. Do not be afraid for I will take your hand and guide you into the unknown world that is makeup. Come along. ◀

VisitEasyMakeupForTheCreativeMind.tumblr.com to read the full blog.

Building a Foundation.

So, I guess after you read my first post, you decided to hang in there and give this one a go, too. Good choice, my friend, good choice. Now let us begin with the basics: foundation. Foundation alone can make your overall complexion much better, but aside from that it is also a necessity when applying other sorts of makeup. Blush, contour, it won’t last long (or even show up, for that better) on a bare canvas. Use a light coverage foundation and apply it with a Beauty blender sponge for a glowy, dewy and youthful looking skin. Rough times? Bit of stress in your life, resulting in some breakouts? No worries: use a medium to high coverage foundation and apply it with a dense brush, buffing it into the skin in order to achieve a flaw-less look. Now foundation may be God’s gift, but it can’t do miracles. No, that’s what you want some concealer for. Dap it on your breakouts, blend it with your finger (body heat never disappoint) and break-outs no more! Lastly, set your foundation with some powder. A light dust over your T-zone (or entire face if you prefer an all matte look) will do the trick. Voilà, you have just applied your first bit of makeup - hope-fully without poking yourself in the eye with that brush we mentioned earlier. Too bad it’s impossible applying make-up wearing safety goggles… ◀

There are so many products out there, it is impossible for me to recom-mend one to you. My advice? Drugstore products are great when trying out different things, as the prices stay low. Want to go higher end? Most makeup stores/-counters will give you samples, if you ask for them!

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CreativityMy

Serendipity.The serendipity workshop was given by an un-known professor, and started off with a theatre stu-dent who read from the – if you will call it – fairy tale on the Three Princes of Serendip. When re-searching serendipity beforehand, I translated it as, something unexpected which turns out to be a blessing. The three princes reflect this in the fairy tale,, as they search the land. It seems a very sim-ple concept: finding the unsought, seeing beau-ty in things you encounter and were not prepared for. Personally I find this such a broad subject that I would even link it – at some point – to religion.The overall class was not as expected, as it was more a lecture, rather than a workshop. I expected to work, individually or together with others, on ma-

terial, but instead sat there for two+ hours, listening to a very enthusiastic professor talk (and deminstrate the numerous at-tributes he has brought along )about the several layers of ser-endipity. Although it was not

Sweatshop.The My Creativity Sweatshop was a two-day event held at Trouw, Amsterdam. During this confer-ence, the creative industries and creativity in gener-al were thoroughly discussed. With speakers from different countries, the discussions were engag-ing. The feedback from the audience was ever pres-ent, and arose many interesting topics to talk about.

■The first topic I attended was the very first one of the entire Sweatshop. It was called “WHY CREATIVE IN-DUSTRIES DO NOT EXIST”, which obviously prom-ised to become an interesting debate – with such a strong statement/name. It was argued that the creative industries have indeed existed for already quite some time, but they have been ever changing: especially in the UK this seems to be troubling factor as policy wise,

the creative industries are not being recognized. The debate continued to question whether or not the crea-tive industries actually exist, and whether or not they should be invented. One thing is for certain: we know creativity does exist, as it was ever present in the room.

This interesting opening of the Sweatshop was then followed by a panel discussion, with the main sub-ject to discuss listed as, “ARTISTIC AUTONOMY VS. THE CREATIVE INDUSTRIES”, with the main point of attention on the relationship between both autonomous companies and creatives. Do they de-pend on each other or are they competition? This discussion was very active, as the audience partici-pated in a large part of the discussion. All the panel members - Josephine berry-Slater, Pascal Gielen and Klaar van der Lippe, who was substituting for Sven Lutticken, who fell ill – made very interesting points of discussion. In the end, the point that was made clear was the fact autonomy is, indeed, necessary to function, as it is a fundamental aspect of society.

“Autonomy is neces-sary; many things are

connected to it.“The final discussion I attended on day one was called, “CREATIVE PRODUCTION AFTER THE CREA-TIVE INDUSTRIES”. Participating in the numerous discussions was possible via slido, and during this discussion it became clear what the audience thought

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about this general discussion. The main point the audience made was the fact they felt creative com-panies should work together with one another and focus on organizing themselves. This connects with the previous discussion and encourages creatives to work together. After day one of the conference, I left a bit wiser. Aside from that, I also felt more con-fused about other aspects, and was put to thought on several aspects of the creative industry as a whole.

■Returning on the second day of the Sweatshop, it started off with another panel discussion, called, ‘THE CREATIVE CITY AS AN INTERNET OF (BRIGHT YOUNG) THINGS”. Beginning with Zach Blas, who called in from via Skype from New York as due to winter storms he couldn’t make it to Amsterdam, was easily – to me at least – the most interesting person to talk – perhaps in the entire conference. He made clear points, and was easy to listen to. Aside from making strong points, his art work and passion for it was very admirable. Whereas Zach may have spo-ken more on his personal artwork and preferences, his fellow panel members, Rob and Frank, touched more upon other subjects, such as how to function in a smart city, alongside several other factors which governments are equally if not more concerned about.

■In general I felt this was a very interesting two-day conference to attend. It contributed to knowledge and it was good to experience it as a whole (having never attended such a conference before). I do feel it

shone light on a general ‘flaw’ that many creative seem to share: saying and stating things in a very compli-cated way, using fancy words that make it seem more intelligent than the statement actually is. This did make it a hard to understand some people, but also encouraged many of us to once be able to speak and express ourselves in a similar, professional way. ◀

Workshopat theRonald van der Burg, founder of Future MasterZ

and commissioning client of one of the projects, organized a workshop concerning communication and brand development, which took place on No-vember 9th, 2014. During this workshop, the goal was for the project groups to get some assistance in determining the brand essence of their pro-ject. The workshop took place at the EYE, which is officially the National Museum of film, but also rents out presentation rooms. The EYE is situat-ed in the new, creative core of Amsterdam-North.

■The workshop was not only given by Ronald, but also by Andre Hengeveld, an expert in com-munications. He talked about previous work he has done, including pitching a communication strategy to one of the universities in Eindhoven (sadly, his team and he came in second place).

The focus of the entire workshop basically laid on the Future MasterZ event, which came in very handy for myself and my group, as this was our project. Howev-er, for the others, who worked on Sail and the Red Line this period, it might not have had the same added value.

Andre talked for a few moments, explaining how to set up a communications plan, and how to reach your target audience in general. After this theory, we were put to work and could develop the strategy concern-ing our own project. Once again, this was to our ben-

efit, as we could ask direct questions to Ronald, and received his input. However, other groups probably did not benefit in the same way. Looking back, I be-lieve it would have been better to have a more general type of workshop, instead of one that connects 100% to your own work (in the case of `Ronald) and not looking at other groups and their connection to it.

■Nevertheless, it was an interesting morning, where we as a project group, but also individually, learned a lot. It had been a few years since we were last truly educated in the communications field, and to get an update on this knowledge from an expert within the field was great. It’s really nice to hear someone who is actually active in the field speak about his experi-ences: it works as great motivation! My only advice – in a way – would be to make it more general and applicable to every project the next time. Now it was really nice and helpful for our project group, but not so for the others. I would have been nice to have a topic that appeals much more to all the groups. ◀

EYE.

PAGE•21 PAGE•20 ป ร ะ เ ท ศ ไ ท ย

T H A I L A N Dค ิ ด ถ ึ ง ค ุ ณ ค ร ั บ ค ่ ะ ภ า ษ า เ ด ี ย ว ไ ม ่ เ ค ย พ อ

TransmediaStorytelling.On a Friday afternoon, René Boonstra came to school to give a guest lecture on trans media story telling. Trans media story telling has the same essence as story telling (using visuals and stories to create an experience) except it can be somewhat seen as the newer version: experiences are being prolonged by making use of several media types. Whereas ‘former’ story telling would simply involve one aspect, nowa-days book are not just turned into movies anymore: books are changed into movies, video games, action

“Tell me and I’ll forget; show me and I may remember; involve me

and I’ll understand”

figurines, duvet covers, Halloween outfits, and the list goes on. It stretches far beyond the ordinary way of story telling and engages people so much more.

Naturally, we can thank the current generation par-tially for this phenomenon: iPads and computers and cellphones and eReaders are everywhere. Chil-dren nowadays don’t go outside to play on a swing; they would rather stay inside and play Dora on an iPad (which, by the way, they know how to oper-ate better than I do – I recently saw a two-year-old swipe between pictures as if it was nothing!). When taking this discussion much further, I could go on

and link this to other happenings in the world, when this generation grows up. There must be a sense of detachment, when these children are only behind computer screen and iPhones: they don’t experience anything except digitally. How easy is it to make friends then? Well, it doesn’t matter really, because they have tons of friends: online that is, whose faces they’ve never seen and voices they’ve never heard. As I just mentioned, I could take this too far, but could this all be a contributing factor to teens committing suicide due to (mainly online) bullying? Because that is another fact that rises; anything is possible from behind a computer screen. You can say whatev-er, without having to think about the consequences.

■Back to where we started and this personal mon-ologue aside; the lecture was so very fascinat-ing as it shows how the current creative world has evolved. So many things are possible now-adays, and perhaps necessary to keep peo-ple – and with that consumers – entertained.

This was without a doubt a truly fascinating lecture, from a person who visibly had a lot of interest and knowledge on the subject as a whole. More of these, please! ◀

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Paul Hughes.In terms of the contents of Paul’s lecture, he touches upon several topics. For each part of a topic, he uses really interesting com-parisons. For example, when talking about forces, he took a snowflake as an example. A snowflake is the ‘strongest’ shape in terms of force: six ‘arms’ that come out of the center create this, who then create another six each. All of them go outwards, none go back towards this center, as doesn’t force. This is the same case with heat; it will always flow outwards, never inwards (which is the sole reason snowflakes are shaped as we know them).

He touched upon collab-oration in a similar matter; emphasizing how impor-

tant trust, and love is. He claims that operational networks are created by hands, whereas aspi-rational networks are made by hearts, which is not only a beauti-ful metaphor but also a very solid statement. Aspire with your heart, a nice statement in a time and era where more and more seems to revolve around power. We must focus on our hearts, and how to touch them (for the record, by honestly, love and emotion). Aside from those aspects, he also touch-es upon problem solving with a nice illustration of Nemo from Finding Nemo – a movie no mat-ter how old you are, you will know.

The lecture was called, Ten Me-ters of Think-ing, which is a visual ex-perience that takes you along many eye opening aspects. Paul is without a doubt a true speaker, al-most an en-tertainer. It is no drag what-soever sit-ting through his lecture, as he keeps you occupied t h r o u g h o u t it all. He is very fascinat-ing to listen to, throwing around some jokes left and right. More people seem to rave about him, as he has been classified as, “a mul-ti-facetted, tal-ented speaker” who is, “engag-ing, provoca-tive, exciting.” When attend-

ing his lecture, it’s easy to see where these statements were formed: he starts off the lecture with showcasing by means of a ceiling camera what he is drawing on the paper in front of him. Some had the oppor-tunity to sit on the table he had this paper on. This piece of paper – un-doubtedly ten meters long – starts to get effortlessly filled up by Paul, as he tells us about company structures, individuals, organizations, and much more. He flies through it all, and here and there he stum-bles across words he had written beforehand: this showcased how

well prepared he is and how well he knows what he is talking about. He talks about communica-tion within c o m p a n i e s , success and how to achieve it, and rela-tionships. His entire talk is one big coher-ent piece; nev-er do you lose what he is say-ing – or trying to say. It is so well put to-gether, it’s hard to describe. I can easily say, I have nev-er attended a lecture like his before, one that I enjoyed so much. Paul truly opened my eyes in cer-tain aspects, and confirmed my already ex-isting knowl-edge in others. This is one speaker I will definitely keep my eyes on, and visit again when the op-portunity ris-es, and I can already say, I cannot wait! ◀

As the final guest lecture in this series of three, I attended the Paul Hughes lecture, which was in collaboration with Handshake (from INHolland). The lecture was held at Pakhuis de Zwijger; a cultural venue just five minutes away from the Central Station in Amsterdam.

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Face the Truth.of your cheeks; for the more mature faces (ain’t nothing wrong with that!) apply it more towards the ear and this will pull up the face a bit (no, you won’t look like Joan Rivers, have no fear). Finally, some highlighter will be the finishing touch: the cherry on the cake that is your face. Apply it in a C shape around your eyes and it will catch the light beautifully, pulling together the whole look. Now I can already hear people sighing because three things?! That is WAY too much. Okay, I told you I would guide you through this all and I shall. Listen carefully: if you only have time for ONE thing, go for the BLUSH. Got time for another? Add the CONTOUR (it slims your face down and what lady doesn’t want that?) When you really want to go all out, do all three and look marvelous throughout the day! Secret tip: when you’re done, grab a big powder brush and brush over everything – this will really blend it all together. ◀

Now this is where the fun begins! A bit of color on your face can do wonders! Whereas foundation can flatten your face (the monotone color will make it appear flat, you won’t walk around like Harry and Marv from Home Alone af-ter they got the tool chest to their nos-es – don’t worry!) this Triple Thread will put that color right back in! May I present to you: Mister contour, Mad-ame blush and Milady highlight. These three – often sold all three in one handy palette – are my personal favorite. Ap-ply the contour powder (ideally: a pow-der two to three shades darker than your own skin, with no shimmers) in the hollows of your cheeks and on your temples, and you will look like an Angel with a golden halo (around your face). As for blush: when your skin is young and youthful, apply some to the apples

Alright; here’s a special little blog for those on the run (not from the police or anything, just busy bees). Personally, I travel by train quite a bit and it astounds me to see how many people do their makeup (a bit of mascara here, some lipstick there) on the go! Now for me, it’s as cringe worthy as putting an OCD cleaner in a student housing, but that’s for another time and day. I could not imagine doing my make-up on a train, as I would just get up earlier – but as mentioned before, that’s just me. It may also be pure fear of poking an idea out and accidentally showing a lipstick down my throat. But, when it’s relevant, I shall discuss it and that’s why we are here. Since it is so common, I have put myself to the test and tried to apply makeup on a moving train (naturally this also works in cars and other moving vehicles). What did I find you may ask? Well I shall tell. First of all, keep it basic (which is kind of the whole point of this series but alright). Don’t fuss around with too many differ-ent powders, palettes and pigments. I use a handy little palette, which has a contour powder, a blush and a highlighter, all in one, alongside a little travel brush. Easy peasy. Now a few swoops of blush are easy, but what about the dangerous stuff? When ap-plying mascara, brows and lipstick, make sure your elbow is anchored somewhere, easiest is your hips. This causes you to not fly all over the place when the train shakes. Also, take your time. The slower you go, the more control you have. Finally, you may want to opt for a tinted lip balm, as it is less noticea-ble if you mess up (and will also not end up on your teeth!). Hope I could help you, but my advice stays: get up a teeny bit earlier and thou shalt not have any trouble (nor will you have uneven eyebrows). ◀

Bumpy Roads.

On theGo:

Doing our makeup whilest on a moving vehicle: we have ALL been there!

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Valtifest is a festival organized in Amsterdam, at the NDSM Warf (which is located in Am-sterdam-North) to be more ex-act. It’s been around since 2007 and showcases music, art and fashion. It always takes place in September and is known to be “the most colorful” festival around. What is perhaps more known about the festival is that

Basically, the entire festival is one, big story. Many visuals are used and Valtifest often airs commer-cials, which are specifically made for the theme that is present that year. Aside from that, they make use of a Facebook (www.face-book.com/Valtifest), a Twitter (www.twitter.com/Valtifest) and an Instagram (username: val-tifest). Through these media out-lets, they update fans and follow-

www.valtifest.nl

they have a new theme each year. Previous years have con-sisted of themes such as Mul-ticolor, Next to Uranus and All in the Family. Visitors are expected to dress up in the ac-cording theme, resulting in cre-ative yet crazy outfits. Not only that but the theme is also taken into the entire communication.

ers of the happenings, also when the event is not in current pro-duction (as of January 2015, they are busy retweeting and repost-ing). During the event, the have news updates, letting fans know things such as Presales, the theme and the line-up. In these news up-dates, readers are regularly coaxed to visit the Facebook page. It is in-teresting to see, however, social media accounts for only about 10% of Valtifest’s communication.

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Eye See a Difference.Eye spy with my little eye… Who was it that said, “The eyes are the window to your soul?” I’m not sure and I’m so enthusiastic writ-ing this post today that I don’t even care to look it up on Wiki-pedia (just kidding; it was Shake-speare – and I mean kidding as in, ‘I knew all along’ not ‘I’m not as enthusiastic as I wrote earlier” Right so…) Your eyes are – make-up wise – the center of your face: they HAVE to be noticeable and catch the eye (enough with the ‘eye’ innuendos now). What is of-ten forgotten but is equally impor-tant are the eyebrows: a beautifully done eye needs to be accompanied with a matching brow. It’s a gold-en duo, like McDonald’s french-fries and milkshake (…or is it just me that dips their fries in their drink?) Alright, let’s get on with it. Using brown colors will work with any eye – use warm tones when you have lighter eyes and cooler

tones for darker eyes. Want to do something more? Use the color spectrum and choose an opposite color from your eye color. Reds are great for green eyes, golds for blue eyes and blues work well with brown eyes. Use three colors, from light to dark. The lightest should be slightly lighter than your skin tone. Now first, apply the lighter color all over your eye – yep, from lid all the way to your brow bone. Don’t pack it on, just dust it all over with a large fluffy brush. Then, with the medium color, sweep across your crease and above (use the same brush). This puts the depth back into the eye (remem-ber what foundation talk? Same applies here). Do you have slightly more hooded/droopy eyes? Go up a bit higher, this will light the eye. Finally, with a smaller brush, put the darker color right in the outer V of your eye. Now this is where you can make it as smoky as you

desire: pack it on for a dramatic eye and lightly dust it for a more casual look. With the same small brush, dust some of the medium color under your eyes, to give it a finished effect. Add some mascara (brown mascara is allowed, too – this tends to look better on more mature faces) and that’s one. Now, the brows. Feather these in with a brow pencil. The golden rule is: when you are blond, you can go up to two shades darker than your hair, when you’re a brunette you can go up to two shades lighter. Obvious-ly, this is not set in stone (ahem, Madonna anyone?) so you are free to pick whatever color. To make sure they stay in place, use a brow gel (or clear mascara works, too) and you’re good to go. These days there are even cool gadgets such as ready set brushes, which is like a mascara wand and you swipe it across your brows and BAM, there they are! Can life get any easier? ◀

Tip: want an even smokier look? Grab a black eyeliner pencil and line the waterline with it. For those who can stand it - it takes practice - also line the tightline, which is like the waterline but on your upper lid. Want a more open look? Just use a white pencil.

Another On the Go special collectors edition. I fig-ured, so many people do their makeup in cars and on trains, but maybe even more (and yes, this next group includes myself – shock shock) do their makeup (or at least touch ups) on planes! Whether it is a long, intercontinental flight across the globe, or a short flight across Europe, planes are icky and you always feel disgusting getting off one. Since applying makeup on a plane is fairly similar to applying it in any steady environment (tip: pause when hitting turbulence…and fasten your seatbelt), I will focus on quick and easy touch ups. First of all, blotting sheets! Almost everyone gets oily (and sweaty – security lines, cus-toms check, all those shopping stores…duty free…) throughout the day and maybe even more so during a flight. These babies are essential, and easy to carry (no restrictions) on the plane with you. Pop some in your purse, wallet or pocket and you’re safe. Bring on some travel sized makeup wipes, too, in case any of your mascara smudges during a nap. Another one (although it is not really makeup related): lip balm and hand creme! Am I the only one who hates the dry air on planes? It’s important to stay moisturized during the entire flight (also, drink a lot of water!) since your lips dry out super fast. What’s nice for your face is a small bottle (these come in carry on sizes!) of charged water. This is usually just water with add-ed minerals that is very refreshing to spritz on your face – it keeps your makeup looking fresh and feels

On theGo:

SmoothFlights.

amazing. Finally, some dry shampoo will keep your hair from going oily! Aside from these solid tips, stop by your local drugstore a few times before your trip: they usually have a section with small travel siz-es, with great items in there (often a few you didn’t even think about in the first place). And safe travels! ◀

Tip: keep all your travelling sized products together: fairly often you have to pull these out during the security check and it saves you a lot of time -and stress!- if you can pull all of them out at once, rather than searching your entire back for this little buggers!

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Auction DatingA Word of Mouth Campaign for Sail.

When it comes to a word of mouth campaign, one thing is for certain: it must be interesting, it must catch people’s eyes. One time we were taught: it doesn’t matter if you receive good pub-licity, or bad publicity; all that matters is if people talk about you. That seems to be the basic starting point of this campaign, as it based largely around a very quick-to-target emotion: shock.

By shocking people, you will create a buzz, and in that case it doesn’t matter if people love the idea or don’t. All that matters is the fact you bring SAIL to the attention.

■Research performed by the SAIL project group showed what exact-ly their target group is: a young

audience. Yet such a large per-centage of students, people our age (20-29) haven’t even ever heard of SAIL. This shows a large gap in communication strategy, as we are the target group SAIL aims to attract. Naturally, SAIL needs to be brought to our at-tention. This is why the follow-ing campaign has been created.

A U C T I O N - D A T I N GThis word of mouth campaign is a combination of two already existing concepts: speed dat-ing and auctioning off people.

In speed-dating, you only have a few minutes time to get to know the other person, and decide whether or not you want to see them again. It is the same with this campaign: people must decide very quickly (off of appearance and a few key words) whether or not they want to go on a date with the others.

Auctioning off people is usual-ly done in terms of fundraisers. Good looking men and wom-en are being put on a stage and the audience can bid to ‘buy’ them, and spend the remain-ing evening together, includ-ing some drinks and whatnot.

In AUCTION DATING, we or-ganize an event auctioning off both sailors and Dutch ladies and gentlemen. This can be done by money (who bids the most) or for a somewhat more personal ap-proach, we can use dates as auc-tion money. The people bidding use dates (such as playing minia-ture golf or having a nice dinner.

When several girls make an offer for the same sailor, it is his deci-sion to decide what date he would like to go on (then it is to the girl to pay for the date, of course).

Vice versa is also a possibility: girls and guys can be auctioned off to the sailors, in the same manner (for example with dates such as a private sailing lesson). It is not about the amounts of money spent, it is about con-necting people with similar in-terests. Naturally, the dating does not have to be romantical-ly; it is also a great way of mak-ing friends across the world!

In safety terms; we will ensure we know at all times where people are, and have access to a cellphone, in case of trouble. Naturally we also screen everyone involved.

On the right you can see the post-er that has been designed to draw the attention. Also, a poll has been created to see if people are interest-ed in general, and in what aspect they are most interested. As can be seen, the option people liked most is where they bid for others but don’t auction off themselves. This can cause some trouble as people who want to be auctioned off are necessary. In a later stage, another poll/field research can be created in order to effectively find people willing to participate.

■So what are you waiting for?! Sign up! Meet peo-ple from across the world!Sign up via a u c t i o n d a t i n g @ S A I L . c o m

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Quite the Mouthful.also no longer say you’re not in-terested. You are, you know you are! So let us continue with one of my personal favorites: lips. First of all, a word to the wise: your lips are as they are. I know we all want lips like Angelina Jolie but unless you put down some big bucks and get injections (don’t.) or you have really big allergies and eat some-thing wrong (I swear that hap-pened to my best friend once and I thought she needed to go to the hospital), you’re not going to get them. Take this from... let’s say ‘a friend of mine’ who bought every lip plumper there is, from drug-store to higher end, spent literal-ly tens if not hundreds of euros, and saw no result (okay, fine, I’m talking about myself!). So just ac-cept your lips as they are and work with them! Now first things first: always use a lip pencil! Not to do those ’90 style lip lines, but to fill in your entire lip. This will create a base, making sure the lipstick will cling to it, better than to bare lips. Also, when your lipstick does rub off a bit, it won’t be as noticeable because there’s something under-neath it. Then, apply the lipstick or lip stain (that WON’T come off, I can tell you that much) on top of it and that’s it. Now that wasn’t that hard was it now? What you DO have to keep in mind: your eyes.

Can you believe we’ve made it to the second to last post? The penulti-mate entry? The general rehearsal before the grand finale? Aside from whether or not you’ve followed the makeup tips and tricks, I wish to applaud you for at least reading these posts – it’s a start and you can

Did you darker them up quite a bit? Go for a nude or light pink lip. Did you keep the eyes subtle, but still want to look smashing? Go for a darker lip: use berry colors in winter and fuchsia in summer – a red lip never disappoints in general. I find more mature fac-es look better with a more subtle color, so try to match the lipstick to your natural lip color. Glossy or matte, it’s all up to you, although I find glossy is hard to keep up with and matte dries out your lips. You know what? Give both of them a go, and see which you like best, then. Oh, and no matter what a lipstick says, it is never kiss proof, so better keep all those ad-mirers you have by now at bay. ◀

Tip: apply a blue based red, then shade in the edges and corners of your mouth with a brown lip- or even eyeliner. Blend together and you have beautiful, 3D lips.

And there we are! Who would’ve thought we’d make it this far? At this point, you have hopefully (probably...most likely.. Why else are you still ready this blog?! Crazies...) read some, if not all of the previous blog posts, giving you small and easy tips that can make a difference in your appearance. Whether it is a nice eyebrow or a sexy lip, it’s he little things that make a difference. Now obviously, we don’t sit still. Often. Or at all. But that makeup should! I don’t know about you all but I personally have spent too many times wor-rying I might lose an eyebrow (believe me: rain and hats and putting my face in my hands in desperation, I (and my brows!) have been through it all: together - hand it.. Well okay. Nothing is worse than looking in the mirror halfway through the day and realizing your blush is only still noticeable on your right cheek or half an eyebrow has rubbed off. Now I know that by now, you are ALL as excited about makeup as I am (right? RIGHT?) and so therefor I am bouncing in my chair as I write this because it is going to be such a difference in all of your lives and you’re gonna be so happy and you’re gonna thank me and then run off and- okay.

The secret weapons. The preserver of all faces. The savior when times are hard. May I present the product that should have its own shrine and to which we must thank the Lord every day for making it: setting spray. Spray this baby on your face when you’ve finished your daily makeup and believe me: it shall not move. Fear not, for you will be together until death do you part (in this case, death is a makeup wipe). You mustn’t worry about your makeup anymore, for you will not lose it throughout the day. There. Complete. Now that wasn’t so hard now was it? Maybe even fun?I’ve accepted the fact not everyone will be enthusiastic about makeup as I am, but for those who are always open to new experi-ences, I hope I have helped you - even if it was just a bit. Remember, you don’t NEED any makeup, you’re per-fect, just the way you are. Makeup or no makeup, do as you please and never apologize for doing just that because you only have one person to make happy: your-self. In the words of a great ac-tress: You are enough, you are so enough, it’s unbelievable how enough you are. ◀

Ready, Set(ting spray)...

PAGE•35 PAGE•34 I R E L A N DC É A D M Í L E F Á I L T E R O M H A T !

References.Blackboard.inholland.nl, (2015). [online] Available at: https://blackboard.inholland.nl/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblack-board%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_29805_1%26url%3D [Ac-cessed 24 Jan. 2015].

I.dailymail.co.uk, (2015). [online] Available at: http://i.dailymail.co.uk/i/pix/2012/02/29/ar-ticle-0-065A4954000005DC-521_468x381.jpg [Accessed 4 Jan. 2015].

Infogr.am, (2015). Create infographics & online charts | infogr.am. [online] Available at: https://infogr.am/app/#/edit/159c9840-a239-4e6d-ba56-3348cd72c988 [Accessed 7 Jan. 2015].

My Newest Addiction, (2014). The Best Mascara - My Newest Addiction. [online] Availa-ble at: http://www.mynewestaddiction.com/2014/07/best-mascara.html [Accessed 12 Jan. 2015].

Networkcultures.org, (2015). MyCreativity. [online] Available at: http://networkcultures.org/mycreativity/ [Accessed 12 Jan. 2015].

SimilarWeb, (2015). Web traffic insights for Valtifest.nl. [online] Available at: http://www.similarweb.com/website/valtifest.nl [Accessed 5 Jan. 2015].

Tenmetersofthinking.com, (2015). Ten Meters of Thinking | About. [online] Available at: http://www.tenmetersofthinking.com/about/ [Accessed 18 Jan. 2015].

Valtifest.nl, (2015). Valtifest. [online] Available at: http://www.valtifest.nl [Accessed 14 Jan. 2015].

The fonts used were all copyright free and downloaded from www.dafont.com

The cover consists of a picture from myself (© 2014) and was created all by myself.

The blog pictures were all taken by myself (© 2015), with the exception of two (these were given credit in the references above).

The travelling advertisement pictures (Helsinki, Finland - Paris, France - Chiang Mai, Thai-land and County Clare, Ireland) were all taken by myself (© 2011, 2013 and 2014) and the slogans were all translated by friends of mine.

Furthermore all text was written by myself and I hereby declare none was taken unrightfully from other parties or websites.

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© 2015 SCAE HEEREN