Lisette works closely with other experts in the team to ensure that the brand experience is not only beautiful, but also grounded in real life. Together with Marleen from customer service, she continuously gathers insights from parents. What’s happening? What challenges do they face? This input is directly reflected in how the brand presents itself.
She also collaborates with Marloes to stay connected to the world of young parents. What trends are emerging? What do parents need? This ensures that Urban Iki remains both relevant and recognizable.
For Lisette, creating her own content is essential. By working with real families and real-life moments, Urban Iki captures exactly what matters: the iki feeling. No staged perfection, but images you recognize and connect with.
And that’s where the difference lies. That moment when everything comes together: visuals, feeling, and use, and someone thinks: this is exactly what I want. That’s what she aims for every time: that small wow moment.
“We know exactly what feeling we want to create. You can see it in everything we do.”
Design that feels like ‘iki’
The philosophy of Urban Iki is closely connected to the Japanese word ikigai: doing what makes you happy, together with the people you love. For Lisette, this isn’t just a concept. It’s something you feel in everything you create and see. And that defines how you think, design, and live.
Growing up surrounded by nature on a farm, where joy was often found in simple moments: outside in the grass, in the sun, with the wind in your hair. This sense of simplicity and warmth is reflected in Urban Iki. Real families, real situations, real memories.
Whether it’s a campaign, a trade show, or an online presence, the goal is always the same: to create a feeling that stays with you.
“If someone thinks: yes, this fits me. Then it’s right.”
Nederland/België
United Kingdom
Danmark
