PORTFOLIO ANNELIJN HOOIJ
CONTENT 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
CURRICULUM VITAE PERSONALIA
WORK EXPERIENCE
Joséphine Dieudonnée Annelijn Hooij 01/2011-present Call me Annelijn! FREELANCE PHOTOGRAPHER Fashion and event photographer for Overdose.am and NSMBL.nl Antoniestraat 13 2011 CN Haarlem The Netherlands
annelijnhooij@gmail.com +31 06 45 36 64 18 Nationality: Dutch
EDUCATION 2008-present
FASHION & BRANDING
The 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 environments Amsterdam Fashion Institute, University of Applied Sciences Amsterdam. 09/2010-01/2011
MINOR INTERNATIONAL JOURNALISM
Journalistic writing, photography and video editing. MIM, University of Applied Sciences Amsterdam 2003-2008
HIGHER SECONDARY EDUCATION (HAVO) Mendelcollege, Haarlem.
09/2010-present
VOLUNTEER AT RED CROSS
Participate in a monthly dinner project for lonely elderly in Amsterdam 10/2009-05/2010
CONCEPT DEVELOPER FOR ‘BY AMFI’ STATEMENT STORE Concept development for ‘Pets Hop’ and ‘Peek a Blue’ 09/2009-12/2009
FASHION E-DIRECTOR HIPPAS.NL
Product sourcing on Marktplaats.nl for Hippas.nl 2007–2009
AMBASSADOR ‘TONEELSCHUUR’ HAARLEM (THEATER) Represent theather and film under the youth in Haarlem
SKILLS Adobe InDesign Adobe Lightroom Adobe Photoshop Final Cut Express
Advanced Advanced Basic Basic
PERSONAL SKILLS Eye for detail Reliable Flexible Independent 3
‘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
JUNE 2011 NEW BRAND IDENTITY HYUN YEU AS 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
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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 definintion 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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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.
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.
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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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