As art director for Allerhande magazine I invented powerful, tantalizing images for recipes and (fresh) products. Inspiration for healthy dishes, tasteful presentation and to happily eat together. The photography in Allerhande illustrates spot-on how I look and create.

ALLERHANDE art direction

In order to get the best results as a designer I continuously explore both the brand limitations of Albert Heijn and those of Allerhande magazine.

ALLERHANDE design

A pleasure as creative team lead for ELLE to be responsible for the look &amp; feel for every new edition, from scratch to print. Every month over 100 pages. Of course with lots of amazing fashion stories - ELLE&#39;s trademark - from luxury couture labels to raw startup brands.

ELLE art direction & design

In 2023 HEMA&rsquo;s visual identity needed an update. However the key values, the brands positioning and target groups did not change. This made the revitalization a balancing act that suits me well. The evolution design resulted in a bold, modern and cheer-full look &amp; feel. Bright and graphic since that is typically HEMA. The concept leaving plenty of room for iconic photography; portraying personal daily life with a touch of fun. &nbsp;

HEMA art direction campaign & instore (2023 - 2026)

All Dutch just love HEMA. With clean photo sets in combination with real life atmosphere we surprised the public in a positive way. The graphic instore campaigns drawing their attention to (shop) new articles and product groups.

HEMA art direction (2003 - 2005)

One big celebration to launch the internationally acclaimed fashion magazine Glamour in the Netherlands, together with a top talented editor in chief and equally gifted fashion editors and stylists.

GLAMOUR art direction & design

Exciting to create a fresh look &amp; feel for JAN magazine with my own signature. Starting point was my research for a new visual language fitting the distinguished DNA from the magazine. The result breathes modern yet timeless elegance: in photography, typography, color palette and lay-out.

JAN art direction pitch

A great pleasure to have carte blanche for the Sligro Magazine aiming to inspire chefs with high end photography. So full out with eighties-inspired esthetic clashes in styling, crispy retro exposure and tight croppings. All series also leaning heavily on avant garde food and fashion trends.

SLIGRO art direction (2025 - 2026)

For Vanilia I depicted the Zeitgeist in attractive and effective campaigns. Always 100% fashion but with an eye for the reality and poetry of everyday life. With subtle references to sustainability, a dedicated mission of the Dutch fashion brand.Lookbooks are a critical factor for the commercial success of a collection. So full focus on the clothes with powerful poses. Tasteful styling. Subtle hair and makeup. And truly original in casting.People are at the heart of Vanilia. From seamstress to quality manager. From lab employee to cook and gardener. I created the visual language for their personal stories. Every story revolved around a core value such as sustainability, craftsmanship or service.

VANILIA art direction campaign, lookbook & brand story

Creating magazines is my eternal love. Back in the days that was in print, now naturally also 360&deg; digital!

Joep Becx Art Director & Creative Designer