Interview with Jonas Verheijden, Creative Director and Co-Founder of Superlab, BEL

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Jonas Verheijden

Jonas is the Creative Director of Superlab, where his ideas can share and design digital ides that brings wonderful experiences to life.

Interview with the 2019 Vega Awards Winner -Jonas Verheijden

1Please give us a brief bio of yourself and your background.

Jonas Verheijden (1983) is the creative director and co-founder of Superlab, a digital design studio based near Hasselt. After graduating from art school in 2006, Jonas started working as an interactive designer at The Parking Lot. Later on he became an art director at Nascom, a digital agency in Genk. In 2011, he became a design director at Boondoggle, a renowned agency in Leuven. In that capacity, he managed a team of 7 multidisciplinary designers while keeping his design skills sharp on projects for Belfius, the Belgian Red Devils, Proximus and NATO. His passion for both branding and interactive design translated into a portfolio filled with award-winning creative campaigns, visual interfaces and brand designs.

2What made you become/why did you choose to become a digital designer/artist?

I studied classic graphic design. During the early 2000’s, motion design and interface design in Flash started booming. I was immediately triggered by the dynamic nature of digital design. So instead of creating static, offline graphics, I could create graphics for the screen.

3Tell us more about your business/company, job profile, and what you do.

Superlab is a design studio that shapes and designs digital ideas and brings wonderful experiences to life. We’re a new kind of design agency that combines strategic, creative and technological skills into a holistic process. We don’t just design stuff, we help organizations create business value through design. At Superlab I’m in charge of all things creative. From visual identities to interface designs, Jonas covers it all.

4What’s your favorite kind of digital design and why?

That’s a hard question to answer. I like all styles of digital design as long as they combine a fresh and unique graphic style with a user-friendly interface.

5To you, what makes a “good” design?

When the design doesn’t stand in the way of a great user experience.

6Describe your design style and its main characteristics.

I would like to describe my style as creative minimalistic. I see every interface as an extension of the brand and every visual identity as part of the user experience. I like to use a lot of white space, ‘off-grid’ shapes, big typography and splashes of colour.

7Tell us about your design process.

We have a very solid process for interface design. Without giving too much of our secret recipe away: we like to divide our interface design projects into smaller, co-creative sprints. We involve all stakeholders from a client and all members of our own team as soon as possible.

8Where do you draw inspiration from?

I’ve always drawn inspiration from platforms such as Dribbble and Behance. But I’m also addicted to a bunch of design related podcasts and love to read up on (business) design.

9What current trends in digital design (or really anything digital related) are you most excited about?

The internet is becoming less boring again (finally). Technology is finally catching up to the dynamic, off-grid and fresh interfaces that were created in Flash years ago.

10Congratulations! As the winner of the 2019 Vega Awards, what does it mean to you and your company and team to receive this award distinction?

It’s a great accomplishment for a young and small company from Belgium. So we’re very proud and hope to win plenty more in the near future.

11Can you explain a bit about the winning work you entered into the 2019 Vega Awards, and why you chose to enter this project?

Going to a Brussels Philharmonic concert is a refreshing experience. But their website didn’t project that image at all. We were brought in to translate the fresh and premium identity that Brussels Philharmonic has offline to an online environment and improve the overall visual experience to make the orchestra more appealing to a younger public.

12What was the biggest challenge with this project?

Finding a way to translate the amazing offline experience of a philharmonic concert to an equally impressive online experience.

13How has winning an Award developed your practice/career?

To be honest, not much has changed since winning the award (which was fairly recent). But we did see a huge confidence-boost in our team!

14What are your top three (3) favorite things about the digital industry?

- Always moving and changing

- It’s a relatively new industry, which makes me excited for the future.

- No matter how small your company, you’re able to work internationally.

15What makes your country specifically, unique in the digital industry?

We’re small but we’re packed with talent. Belgium is the centre of Europe and we can be in Germany, France, The Netherlands or the United Kingdom in less than 2 hours.

16Where do you see the evolution of digital industry going over the next 5-10 years?

Hard to tell. I would put my money on the importance of designing for voice and other senses like smell.

17If you were a student entering this industry or an aspiring Vega Award submitter, what advice would you give them?

Don’t be afraid to try out new tools and technologies. Sticking to what you know (or learned in school) will hinder your creativity.

18What resources would you recommend to someone who wants to improve their skills in the digital industry?
I would highly recommend checking our the Futur, a really good youtube channel for (aspiring) visual designers.

19Tell us something you have never told anyone else.

I actually wanted to draw comics when I entered art school. I found out real quick that I sucked.

20Who has inspired you in your life and why?

My wife and son inspire me everyday to do my best. And on a purely professional level, I’ve always looked up to Tobias Van Schneider (a visual designer based in NY).

21What is your key to success? Any parting words of wisdom?

Don’t get angry at clients. I see a lot of designers that get frustrated with feedback. But their input is always valuable, even if it doesn’t make any sense.

Winning Entries

Public website for Brussels Philharmonic Orchestra | 2019


Our challenge was to connect creativity and functionality to a fun, pleasant and useful platform...
(read more at Vega Awards)


Superlab is a design studio that shapes and designs digital ideas and brings wonderful experiences to life.