Ivar Blaauw presents
Projects
The story so far, from 2020 to now
I’ve worked on multiple major projects since 2020, after graduating in Communication and Multimedia Design with a focus on marketing from Utrecht University. I started my career at UNII in 2020, followed by a range of smaller rebranding and creative projects for various clients. In 2021, I joined ILGM as a Visual Content & DXP Specialist, where I expanded my expertise in branding, digital experiences, and content strategy. After ILGM relocated to the United States in late 2025, I briefly worked on a side project for SteFit before transitioning to Beary Bears and its subsidiaries in early 2026.
2020
UNii Security
Launch of a modular security system for homes, businesses and high-risk sites, with the brand guide to match.
- When 2020
- Client UNii Security
- My part the launch project and its brand guide
- Website unii-security.com
Launched in 2020, UNii presents a single, modular security system designed for flexibility and scalability across residential, commercial and high-risk facilities. The brand emphasizes “innovative security that grows with you,” incorporating a unified hardware platform, cloud-based software and remote service/maintenance tools. A minimalist aesthetic, paired with clear iconography and strategic layout, underscores both technical reliability and user-friendly design.
2021
Kapsalon Visage
A sleek black-and-white identity and WooCommerce shop for a premium hair salon.
- When 2021 to 2022
- Client Kapsalon Visage
- My part rebrand and webshop
- Website kapsalonvisage.nl
Kapsalon Visage presents a sleek, modern identity for a premium hair salon, balancing a minimalist black-and-white aesthetic with refined typography and clean visual hierarchy. The site highlights professional services in a stylish way; inviting clients into a sophisticated environment while keeping the brand approachable.
Clear navigation, strong imagery, and consistent styling underscore the salon’s focus on quality craftsmanship and contemporary flair.
2021
ILGM brand refresh
The rollout of a bold, retro-inspired identity for ILGM, together with a rebuilt headless shop for the home-growing community.
- When 2021 to 2025
- Client ILGM
- My part landing pages, product and listing page templates, illustrations and most of the marketing assets, on Storyblok and Saleor
- Read more The rebrand on ilgm.com
I worked on the rollout of ILGM’s full brand refresh, introducing a bold, retro-inspired visual identity alongside a completely upgraded e-commerce platform tailored to the home-growing community. The new brand direction brings more personality and energy to ILGM, while staying true to its roots as a trusted grower-first platform.
I was responsible for creating the landing pages, product detail pages (PDPs), product listing pages (PLPs), as well as the illustrations and the majority of the marketing assets. My focus was on translating the refreshed brand into clear, conversion-driven designs while maintaining consistency across the entire customer journey.
2022
Dushi Cas
Rebrand and website for a family vacation home in Aruba’s quiet Paradera district.
- When 2022 to 2023
- Client Dushi Cas
- My part rebrand and website
- Website dushicas.nl
Dushi Cas is a welcoming Aruba vacation home in the quiet Paradera district, offering three king-size bedrooms, a full kitchen, and a private garden with a pool, perfect for families or groups who want comfort and privacy. The site presents the stay with a warm, personal touch, reflecting the owners’ focus on making guests feel at home.
Clear information, inviting visuals, and straightforward navigation make the property easy to explore, while guest reviews highlight the relaxed atmosphere and attentive hosting.
2025
ILGM Home Grow Tour
A six-city tour across the United States by ILGM and Leafly: hands-on garden workshops, meet-and-greets and local activations.
- When 2025
- Client ILGM, with Leafly
- My part the landing pages and most of the campaign assets
- Read more The tour page
I worked on the launch of a nationwide U.S. Home Grow Tour, a collaboration between ILGM and Leafly, focused on empowering both new and experienced cannabis growers through hands-on education and community-driven events. The multi-city tour took place across six major locations and combined practical garden workshops, guest meet-and-greets, and locally inspired activations that reflected regional cannabis culture. I was responsible for creating the landing pages and the majority of the marketing assets.
2025
SteFit Coaching
A complete website for a premium fitness coach, built around results, clear pricing and one goal: booking a free intake call.
- When 2025 to 2026
- Client SteFit Coaching
- My part design and build of the whole site, page structure and conversion flow
- Website stefit-coaching.nl
This project was a full website build for SteFit Coaching, designed to communicate a premium fitness coaching brand with clarity, conversion and visual impact.
The focus was on clear client journeys and conversion-driven content: from a results-oriented hero section to a structured pricing overview, service explanation and strong calls to action.
Every section highlights the unique value of the coaching, showcases social proof, and drives users toward scheduling a free intake call.
2026
Stuc Design Apeldoorn
A calm, photo-led website for a plastering studio in Apeldoorn, built around the finished work: smooth walls, beton ciré and bathrooms.
- When 2026
- Client Stuc Design Apeldoorn
- My part design and build of the WordPress/Elementor site, and keeping it up to date
- Website stucdesignapeldoorn.nl
A calm, photo-led website for Stuc Design Apeldoorn, a plastering studio in Apeldoorn known for smooth walls, beton ciré and bathroom finishes.
I designed and built the site in WordPress and Elementor and keep it up to date. The finished work leads, with clear services next to it and an easy route to a free quote.
2026
Beary Bears
A warmer, more playful identity and webshop for a family brand of cuddly toys, with more room for stories and a smoother route to checkout.
- When 2026 to now
- Client Beary Bears
- My part landing pages, product pages, campaign visuals and product videos
- Website beary-bears.com
I worked on a refreshed visual identity and e-commerce experience for Beary Bears, helping shape a playful, family-friendly brand presence with a stronger focus on storytelling, warmth, and conversion-driven design. The updated direction brings more personality and emotional connection to the brand while supporting a smoother and more engaging customer journey.
I am responsible for creating the landing pages, product detail pages (PDPs), and all branded marketing assets and visuals. My focus was on translating the brand’s soft, comforting identity into clear and effective digital experiences while maintaining consistency across the website and campaign materials.
Credits
- Clients Beary Bears, Stuc Design Apeldoorn, SteFit Coaching, ILGM, Dushi Cas, Kapsalon Visage and UNii Security
- Design and content Ivar Blaauw
- Tools Photoshop, Illustrator, Premiere Pro, Affinity, DaVinci Resolve, WordPress, WooCommerce, Storyblok, Saleor, Klaviyo, Midjourney, Higgsfield, Luma AI, Suno, Meshy and three.js
To be continued
Beary Bears is the chapter I’m in now. Want a part in the next one?