PORTFOLIO ANNELIJN HOOIJ

CURRICULUM VITAE EDUCATION EXPERIENCE SKILLS 3

HYUN YEU CREATING A NEW BRAND IDENTITY 4

PETS HOP CONCEPT DEVELOPMENT FOR BYAMFI STORE 6

PEEK A BLUE CONCEPT DEVELOPMENT BYAMFI 7

TEA PARTY KING JACK PHOTOSHOOT AND STYLING 8

OH YOU PRETTY THINGS PHOTOSHOOT 9

ANANSI BRANDBOOK AND BRANDMANUAL 10

CONTENT

WORK EXPERIENCE

01/2011-presentFREELANCE PHOTOGRAPHER Fashion and event photographer for Overdose.am and NSMBL.nl

09/2010-presentVOLUNTEER AT RED CROSSParticipate in a monthly dinner project for lonely elderly in Amsterdam

10/2009-05/2010CONCEPT DEVELOPER FOR ‘BY AMFI’ STATEMENT STOREConcept development for ‘Pets Hop’ and ‘Peek a Blue’

09/2009-12/2009FASHION E-DIRECTOR HIPPAS.NLProduct sourcing on Marktplaats.nl for Hippas.nl

2007–2009AMBASSADOR ‘TONEELSCHUUR’ HAARLEM (THEATER)Represent theather and film under the youth in Haarlem

SKILLS

Adobe InDesign AdvancedAdobe Lightroom AdvancedAdobe Photoshop BasicFinal Cut Express Basic

PERSONAL SKILLS

Eye for detail Reliable FlexibleIndependent

CURRICULUM VITAE

Antoniestraat 132011 CN HaarlemThe Netherlands annelijnhooij@gmail.com+31 06 45 36 64 18

Nationality: Dutch

EDUCATION

2008-present FASHION & BRANDINGThe principles of branding and marketing with a strong focus on visual aspects of fashion brands, trendspotting and fashion history. Amsterdam Fashion Institute, University of Applied Sciences Amsterdam.

02/2011-07/2011 SPECIALIZATION BRANDS & IDENTITY Focus on brand identities, brandbook/manuals and brand environmentsAmsterdam Fashion Institute, University of Applied Sciences Amsterdam.

09/2010-01/2011 MINOR INTERNATIONAL JOURNALISMJournalistic writing, photography and video editing.MIM, University of Applied Sciences Amsterdam

2003-2008 HIGHER SECONDARY EDUCATION (HAVO)Mendelcollege, Haarlem.

PERSONALIA

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Joséphine Dieudonnée Annelijn HooijCall me Annelijn!

JUNE 2011

NEW BRAND IDENTITY HYUN YEUAS BRAND CONSULTANTS WE CREATED A NEW BRAND IDENTITY FOR MENSWEAR DESIGNER HYUN YEU. HIS NEW

VISUAL IDENTITY IS BASED ON THE VAGUE BORDERS BETWEEN MASCULINITY, FEMININITY AND VULNERABILITY.

TO SHOW HIS NEW IDENTITY TO POTENTIAL NEW CLIENTS WE CHOSE TO DO A PHOTOSHOOT AND DESIGN A

PRESS KIT. WE PITCHED OUR IDEA AND DESIGNED A SMALL ENVIRONMENT TO PRESENT HIS NEW IDENTITY.

CONCEPT AND STYLING / ANNELIJN HOOIJ & SACHA DE BOER

PHOTOGRAPHY / MARTHA SCHOEMAKER

MAKE UP / IBOLYA FÜLÖP

MODEL / LEENDERT DO

CLOTHING / HYUN YEU

‘WHEN WE WERE CHILDREN, WE USED TO THINK THAT

WHEN WE WERE GROWN-UP WE WOULD NO LONGER

BE VULNERABLE. BUT TO GROW UP IS TO ACCEPT

VULNERABILITY. TO BE ALIVE IS TO BE VULNERABLE.’

- MADELEINE L’ENGLE

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The Statement Store byAMFI is a showcase for the Amsterdam International Fashion Institute. It’s located in the city

centre of Amsterdam. ByAMFI changes its concept every three months, all realised by selected students. As one of the

selected honors students I was involved for one semester in this project as the concept developer together with Frits

Kranenborg. We were responsible for the concepts ‘Pets Hop’ and ‘Peek a Blue’.

‘WHEN I WAS LITTLE, I USED TO GO TO THE PETSHOP

EVERY WEEK. THEY HAD ALL KINDS OF ANIMALS

LOCKED UP IN A CAGE. I ALWAYS HOPED TO

DISCOVER NEW SPECIES, SOMETHING WILD AND

SCARY. BUT NEVER FOUND IT... MY WISH IS A PET SHOP

WHERE I CAN SHOP MY OWN ANIMAL, JUST THE WAY

THAT I WANT IT TO BE. WITH THE HEAD OF A

TROPICAL BIRD, BAMBI’S BODY, A TALE FROM A TIGER

AND FEET LIKE A ZEBRA. OH AND I HEARD THAT THEY

HAVE RABBITS WHO CAN GLOW IN THE DARK..

I WANT MY ANIMAL TO GLOW IN THE DARK TOO. AND

WHEN I THROW A BALL, HE HAS TO CATCH IT!’PETS HOP, BYAMFI. DECEMBER 2009.

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The greatest challenge while working as a concept developer at ByAMFI was creating a concept that would interest

different types of people. The city centre of Amsterdam attracts tourists, students, businessmen and children. This, in

combination with a very small budget needed ingenuity. We were forced to raise questions such as ‘What is the definin-

tion of a store?’ and ‘How can we create an innovative but affordable environment that will interest all these people?’

We created ‘Peek a Blue’, a living room setting where we sold denim inspired clothing and accessories. Pedestrians

could spy day and night in our living room. Concepts really came to life and seeing the reactions of people is the best

reward of your hard work.

‘DO YOU RECOGNIZE THAT CURIOUS FEELING WHEN YOU WALK

ALONE IN THE DARKNESS AND SEE PEOPLE IN THEIR COSY

LIVING ROOM DRINKING HOT CHOCOLATE AND WATCHING

TV? WHO ARE THESE PEOPLE? WHAT KEEPS THEM BUSY?

YOU WISH TO BE INVISIBLE AND SPY IN THEIR LIVING ROOM’ PEEK A BLUE, BYAMFI MARCH 2010.

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JULY 2011

A MAD TEA PARTY WITH KING JACK

I DID THE STYLING AND PHOTOGRAPHY OF THE SHOOT. THE IDEA WAS TO CREATE A ‘ROCKSTARS IN WONDERLAND’

SETTING, INSPIRED BY THE MOVIE ‘ALICE IN WONDERLAND’. THE BAND MEMBERS OF KING JACK COMBINED WITH

CUPCAKES, TEA AND HIGH HATS ADDED AN INTERESTING LAYER TO THE ATMOSPHERE OF THE PHOTOS.

WHAT I LOVE DOING IS SETTING A MOOD WITH PICTURES AND COMBINING IT WITH WORDS.

I have been working as a freelance photographer for online magazine overdose.am and website NSMBL.nl

Overdose is an online magazine about cultural and creative Amsterdam made by a collective of young people from

Amsterdam. I work for the fashion and event department. NSMBL (Ensemble) is a Dutch website curating your daily dose

of beautiful things. I work mostly as a streetstyle and event photographer.

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APRIL 2011

HAIR SALON OH YOU PRETTY THINGS

I MADE THESE PICTURES FOR AN ARTICLE ABOUT A HAIR SALON IN THE CITY CENTRE OF AMSTERDAM.

THE INTERIOR WAS 50’S VINTAGE INSPIRED SO I EDITED THE PHOTOS IN SUCH A WAY.

WHAT I LOVE ABOUT MY WORK AS A PHOTOGRAPHER IS CONSTANTLY SEARCHING FOR THE RIGHT BALANCE BETWEEN

PHOTOJOURNALISM AND APPROPRIATE AESTHETICS.

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DECEMBER 2009

BRAND BOOK AND BRAND MANUAL ANANSI

THE BRAND ‘ANANSI’ IS INSPIRED BY THE FRAGILITY AND STRENGTH OF A SPIDER IN HER WEB.

ANANSI IS THE CLEVER FOREST SPIDER IN AFRO-CARIBBEAN TALES. THE STRENGTH AND FRAGILITY OF SPIDERS ARE

SIMILAR TO THE ROLE OF WOMEN IN SOCIETY. THEY ARE BOTH ONE OF THE MOST COMPLEX AND SOPHISTICATED

LIVING THINGS ON EARTH. THE STRENGTH OF SPIDERSILK IS COMPARABLE TO THAT OF HIGH-GRADE STEEL BUT

THAT IS SOMETIMES IGNORED OR OVERLOOKED. SPIDERS FULFILL A VITAL ROLE IN THE ECOSYSTEMS THEY

OCCUPY. WITHOUT SPIDERS, AND WOMEN, THERE WON’T BE LIFE ON EARTH.

I LOVE THE PROCESS OF CONCEPTUAL IDEAS FOR FASHION BRANDS. FROM HAVING AN IDEA AND CONNECTING

THE DOTS TO WRITING A (FICTIVE) BRAND STORY AND BRAINSTORMING ABOUT THE VISUAL EXECUTION.

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