Black and white photo of a woman with long hair, leaning on her arm and looking away. Text overlay reads 'HOUSE OF I AM'. A small graphic of a planet with a ring is in the upper center.
Open cardboard box with a letter and paper inside on a beige surface.

House of I Am

Branding/Packaging/Social Media

IAMAUREEN became House of I Am. A fitting and inspiring continuation of what Maureen has built up in recent years. A new vision and visual identity for the coming years. Together we delved into her brand purpose, brand values ​​and brand story, in which the philosophy of Ikagai played a leading role. Slowly the design came about, a logo with Japanese influences. The influence of Ikagai can be found throughout the entire Visuals identity, from the earthy colours, the tranquility, the matching fonts and the graphic elements. We completed the project with a social strategy and design.

Work With Us
  • Blurry black and white photo of a woman with text overlay reading 'House of I Am' and a small illustration of a hat above the text.
  • Design layout for House of I am branding, featuring text about visual communication and creative concepts, with a quote in Dutch, and a small photo of a woman near a window and a soap dispenser.
  • Shadow of the words "House of I Am" cast on a white wall.
  • A modern ceiling light with abstract, Japanese-inspired round shapes. The background features descriptive text in Dutch about the design's symbolism and inspiration.
  • Close-up of a white textured surface with the word 'LOVE' embossed on it.
  • Close-up of beige curtain with soft shadows and light filtering through.
  • A website page with three images: a curtain casting a shadow, a blurred person hugging, and a soap dispenser on a wooden surface. Text in Dutch explaining the concept of 'ikigai' and the brand's philosophy.
  • A white background with black Dutch text and a small brown hat icon near the bottom.
  • An open cardboard box with a cream-colored interior, containing papers and a small booklet, placed on a beige surface with shadows cast on the scene.
  • Instagram-style collage with images of minimalist home decor and design items including a diagram about Ikigai, a hand soap dispenser on a wooden surface, a cup, and a wooden table with a small insect on it.
  • A graphic design featuring multiple overlapping circles with Dutch phrases related to Ikigai, such as "Waar je blij van wordt" (what makes you happy), "Waar je goed in bent" (what you're good at), "Wat de wereld nodig heeft" (what the world needs), "Waar je voor betaald krijgt" (what you get paid for), and "Beroep" (profession). The words "Vindt jouw Ikigai" (find your Ikigai) and the phrase "House of I Am" are also present.
  • Close-up of a cross-section of a tree trunk showing growth rings and cracks, with a quote overlay that says "Onze missie is om iedere stem hoorbaar te maken, iedere kleur zichtbaar en elke droom tastbaar."
  • A clear plastic bottle of Marie-Stella-Maris hand and body wash labeled 'Courage des Bois' with a black pump dispenser, placed on a wooden surface next to a beige speckled ceramic bowl.
A person flipping through a brochure titled 'LIGNE' on a desk with a laptop nearby, surrounded by additional printed materials.

How we transformed House of I Am

We worked alongside Maureen to transition her established brand, IAMAUREEN, into the next chapter as House of I Am. Together, we defined a new vision by diving deep into her core values and anchoring the brand strategy in the philosophy of Ikigai. This Japanese influence naturally shaped the visual identity, inspiring a clean logo, earthy color tones, and minimalist graphic elements that bring a sense of calm to the brand. We wrapped up the transformation with a cohesive social media strategy and design system, creating a grounded, purposeful presence that honors what she built while preparing the brand for the future.

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