Dennis Cup

Welcome to my portfolio. Curated work since 2005.

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Café du Theatre – 20 Years: Celebrate Chaos, Stay Classy

For Café du Theatre’s 20-year anniversary, I created a full brand refresh built around one simple idea: Celebrate Chaos, Stay Classy. The goal was to capture the venue’s energy and attitude, but package it in a clear, ownable visual language that could live on beyond the anniversary.

I started with research and reference collecting to define the right balance between raw and refined. From there I developed a new logo direction and a bold typographic system, paired with a warm, retro-inspired palette and a gritty texture layer that gives everything a tactile, printed feel.

The identity was rolled out across key touchpoints: event poster design, stickers, and apparel (T-shirts and sweaters). I also redesigned the bar menu, using the new layout rules, iconography, and hierarchy to make it feel premium but still playful and on-brand.

What began as anniversary branding quickly became the new house style: the logo and visual system now set the standard for future communications and materials.

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The Counter – Creating Memories One Meal at a Time

The Counter is my own catering concept, built around one simple promise: Creating Memories One Meal at a Time. It’s a low-and-slow BBQ service with a strong focus on experience, not just food, so the branding needed to feel warm, bold, and instantly recognizable in busy event settings.

I developed the full visual identity: logo system, typography, color palette, and a flexible brand framework that works across print, merchandise, and on-location signage. The identity balances a classic, slightly nostalgic feel with a clean modern structure, making it easy to scale from a small pop-up to larger collaborations without losing character.

A key part of the project was creating a social-first identity. I designed templates and visual rules specifically for Instagram and short-form video, so every post, story, and clip feels part of the same world. By aligning the look across channels, the brand becomes more recognizable, which helps build trust and makes The Counter feel established, even as it grows.

See more at thecounter.shop and on Instagram: @the_counter_haarlem.

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Pop Culture in Paper Layers

Like so many who grew up in the 80s and 90s, these characters were my Saturday morning icons. Sitting in my pajamas, glued to the TV, heroes like He-Man, Transformers, MASK, and the Teenage Mutant Ninja Turtles became part of my imagination and a lasting source of inspiration.

The papercut style has always fascinated me. It looks simple, yet it is deceptively complex. Playing with depth, texture, and layers is something I first discovered while making collages, and I enjoy how this medium adds a tactile quality to flat visuals.

ith AI, I can now test ideas quickly, experiment visually, and explore how strong these concepts can become in just minutes. These images are part of that exploration, reimagining nostalgic icons in a new form.

To get there, I built my prompt in three phases:

Start broad with the concept of “layered papercut artwork.”

Add subject focus by inserting the specific pop culture icon and recognizable details.

Refine output by asking for decorations around the subject and the name rendered in the same papercut style at the bottom.

The improved prompt I ended up with:

“Layered paper cut artwork of [INSERT SUBJECT], surrounded by fitting decorations that reflect the character’s world. At the bottom, include the character’s name in the same layered papercut style.”

And honestly, if these had been around back in the 80s and 90s, they would have been perfect as invitations to my birthday parties. That thought came up when my son recently received a party invite that, to me, felt a little too plain. Inspiration can come from anywhere.

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GearHub – Elevating Every Adventure

GearHub is your destination for premium gear, gadgets, and lifestyle essentials that elevate every adventure. More than just a webshop, GearHub brings together best-in-class products from trusted brands like GoPro, Traeger, Hyperice, Heat Experience, Aqiila, HOVERAir, and Messermeister. Curated for people who value performance, innovation, and quality.

For this project, I developed the full proposition and branding of GearHub. I conducted market and audience research, explored moodboards, colors, and typography, and translated insights into a sharp positioning and tone of voice. The result is a platform that feels both premium and approachable, laying the foundation for consistent content and community-building.

From concept to launch, I shaped GearHub’s brand story: a place where explorers, creators, and innovators will find gear that works, lasts, and inspires. With a clear visual identity, authentic messaging, and a tagline that embodies the mission - Gear Up. Live Better. GearHub is positioned to grow as a trusted hub for lifestyle and adventure.

See more at www.gearhub.eu.

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Goal Zero > Hyperice POS Display Makeover

Why throw away what still works?

For this project, I repurposed old Goal Zero store fixtures and transformed them into branded Hyperice displays. With a sustainable mindset and budget efficiency in mind, I gave the units a second life. Instead of scrapping it, I designed and applied custom stickers and side panels to match the new brand identity.

What could’ve ended up as scrap metal now proudly supports our premium recovery gear.

Concept, design & execution by me. Smart. Sustainable. On brand. 

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Zalig – A Lifestyle Brand Born from Friendship

Zalig (Dutch for “blessed”) is more than a word — it’s our catchphrase, our mindset, and now, a lifestyle brand. Developed from within my friend group, Zalig captures the energy, inside jokes, and shared style that define us.

For this project, I led the brand research, color exploration, and art direction, drawing from visual culture and lifestyle trends to build a concept that feels both personal and iconic. I designed the logo, created mock-ups for apparel and accessories, and shaped the brand’s aesthetic through curated inspiration boards.

Zalig is a tribute to our vibe — laid-back, stylish, and always a little tongue-in-cheek.

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GoPro x Motorbeurs 2025 – Full Throttle Brand Activation

At MOTORbeurs 2025 — one of the biggest motorcycle events in Europe with over 90,000 visitors — we went all-in.

In partnership with Motorkledingstore.nl, we brought GoPro straight into the heart of the rider community for four action-packed days.

From hands-on demos to real-time upselling, this wasn’t just brand awareness — it was pure activation. We engaged with thousands of passionate bikers, gave tailored setup advice, and converted interest into sales with smart bundles and in-the-moment offers.

Key insights:

Visitors don’t just browse — they buy.

The right offer = high conversion, especially in a niche like motorsports.

Talking to real users gave us feedback you won’t find in data reports.

Retail + influencer collabs amplify everything — visibility, credibility, and follow-up opportunities.

I led on-site creative direction, activation strategy, content coordination, and partner alignment.

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Pitch – Hiphop Cinema Unpacked

I developed the concept for Hiphop Cinema Unpacked out of a desire to bring two of my biggest passions together: hiphop and film. Both have shaped the way I see culture, creativity, and storytelling, and this podcast is my way of combining them into one format.

The idea is simple but powerful. In each episode we take an iconic movie, such as Do the Right Thing, Belly, or Don’t Be a Menace, and unpack it through the lens of hiphop. We look at the visuals, the soundtrack, the characters, and the themes, and connect them to the values, struggles, and energy of hiphop culture. The result is a podcast that celebrates both cinema and hiphop while showing how deeply they influence one another.

This is not only for hiphop fans. Film lovers and culture seekers will also discover new perspectives on movies they thought they already knew. By weaving analysis with anecdotes and context, the series opens the door to a broader audience while staying authentic to its core.

I proposed to start with three episodes to test the concept and gather feedback. The pitch has been very well received, and there is a strong chance this project will move into production soon. For me, it is more than a podcast idea. It is the expression of my love for hiphop and film, finally brought together in one creative format. To be continued...

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GoPro Surfboards – Branded Boards with Real Rideability

For this project, I developed the concept and art direction for a series of GoPro-branded surfboards — a tribute to the brand’s roots in surf culture and a bold way to bring that energy into retail and creator spaces.

These boards were more than just eye-catchers: they were designed to be fully surfable, because handing out fake boards just isn’t the GoPro way. Every board was hand-shaped by a Spanish surfboard shaper, giving each one a crafted, authentic feel. The artwork was composed using assets from the GoPro Brand Bank, ensuring a visual identity that aligned with the global look and feel of the brand.

Purpose & Use:

In-store branding: High-impact retail visuals

Giveaways for surf content creators

Prizes for Dutch NK Surf competitions

The result? A unique brand object that looked good in the water and in-store — surf-ready, visually on-brand, and deeply connected to where GoPro began: in the waves.

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Podcast 'Gordijnen vertellen Verhalen' How do you turn everyday objects into carriers of memory?

When an apartment block in Haarlem’s Parkwijk was scheduled for renovation, the curtains left behind told silent stories of the lives once lived there. Together with art collective Kunstdraad, we set out to give those stories a new voice. The result: a four-part podcast blending personal memories, local history, and art.

I shaped the entire production: from concept development and narrative structure to directing interviews, editing, and voice-over. My role was to guide the collective through the creative process, making sure every perspective - from artists to residents - found its place in the final story. The collaboration itself became part of the narrative: art, memory, and community intertwining.

For me, this was more than just a project. It was a reconnection with storytelling, something I’ve always loved since my time at Haerlems Bodem. The podcast reminded me how much energy I draw from creating. From shaping raw material into something meaningful, and from working closely with people whose voices often go unheard.

Impact:

The podcast gave local residents a platform to share their memories and emotions.

It served as the closing piece of a larger art project that combined textile, photography, and community engagement.

The format ensured that the stories live on, long after the physical curtains have disappeared.

Concept, production & voice-over by me. Music & final mix by Michel Lindenborn (The Creative Chapter).

🎧 Listen on Spotify: bit.ly/3BB16Ox

More info: kunstdraad.nl/projecten/gordijnen-vertellen-verhalen

Creative. Collaborative. Community-driven.

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Posters – Queensday & “Ik Hou van Holland” Quiz

Art direction, concept & design

Every year around Koninginnedag (and later Koningsdag), I created themed posters to promote special events at Café du Théâtre. From orange overload to cheeky nods to Dutch clichés, the visual style evolved with each edition – but always celebrated Dutch culture with a wink.

The “Ik Hou van Holland” Quiz became a returning crowd favorite, combining music, trivia and gezelligheid. I handled the full design and concept development, always pushing for something bold, fun and memorable.

These posters are a time capsule of orange madness, playful references, and evolving design choices – from collage-heavy 2007 to a cleaner retro look in later years.

The most recent edition was a first: I created the visual with the help of AI (Sora), blending classic Dutch kitsch with modern tools.

A celebration of identity, humor and creativity, all in Dutch style.

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GoPro Retail Cut-Outs - Retail Visibility Concept – HERO & HERO13 Black

An old idea, brought back with purpose. Inspired by the iconic Big GoPro, these hanging retail cut-outs were designed to instantly grab attention in-store—bold, simple, and unmistakably GoPro.

I came up with the concept and managed the project from start to finish. Execution was done by our design department, with very specific delivery specs for print to ensure quality and consistency across all locations.

Together with our Sales team, we reached out to key retail partners in the Benelux and rolled it out across stores.

We made the conscious choice to use eco-friendly, sustainable materials for production—slightly more expensive, but absolutely worth it.

Eye-catching presence

Lightweight and easy to install

Over 200 units per version printed

The response was great—from sales teams to store staff. A reminder that sometimes the simplest ideas still make the biggest impact.

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Bar Menu – Du Theatre

For Du Theatre, I developed a timeless yet flexible bar menu, fully aligned with the venue’s characterful atmosphere. From art direction to design, every detail was carefully crafted to reflect the unique identity of the space.

The menu is updated 2 to 3 times a year due to pricing changes, so I designed a modular layout that’s easy to adjust without compromising on style or experience.

A functional design with flair – just what a great bar menu should be. Skull Illiustration by Artist.

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GoPro HERO 12 Launch – Pop-Up Experience at Utrecht Centraal

To celebrate the launch of the GoPro HERO 12, we turned one of the busiest locations in the country - Utrecht Centraal Station - into a high-impact brand moment. With almost 2 million passers-by per week, the pop-up store offered the perfect stage to combine product experience, PR, retail and media reach in one powerful activation.

The pop-up was paired with Digital Out Of Home screens, amplifying visibility and driving foot traffic straight to the store. Inside, visitors could discover and try out the latest GoPro HERO 12 features through interactive displays, hands-on demos, and real-time storytelling.

Highlights:

Official press launch with Nick Woodman (GoPro CEO)

Content creator workshops by GoPro Gurus

Live Q&A sessions

Retail collaboration with CameraNU – including on-site sales

DOOH campaign across key rail media

Full concept and execution managed in-house

The idea came from personal insight - I passed through Utrecht Centraal daily, and with our HQ based nearby, I saw the perfect opportunity for a relevant and high-traffic activation. I led the project from start to finish:

Concept development & first sketch of the store layout

Creative direction (including T-shirt design & visual materials)

PR strategy & event production

Creator & partner management

DOOH & ad traffic coordination

Budget control & project leadership

The result? A launch GoPro was genuinely thrilled with - and one of our most visible and dynamic activations to date.

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Pale Blue Earth – Benelux Sales Deck

Strategy, design & localisation

In collaboration with the sales team, I developed a region-specific sales deck for Pale Blue Earth - fully aligned with global brand guidelines and visual identity. The presentation was tailored to the Benelux market, highlighting product benefits, sustainability claims, and market-specific opportunities. My work included strategic structuring, storytelling, and the design of all assets in Dutch. The result: a visually clear and compelling B2B tool to drive retail adoption of Pale Blue’s rechargeable lithium-ion batteries in a traditionally alkaline-dominated market.

Strategy

Benelux localisation

Design & copywriting

Retail- and sustainability-focused content

Looking back, it’s a snapshot of a market in motion - where storytelling, timing, and clarity made the difference between a pitch and a placement.

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CameraNU Amsterdam – GoPro x BMW Brand Activation

For the opening of the new CameraNU store in Amsterdam, we developed and a bold in-store activation in collaboration with BMW Motorrad Nederland. The centrepiece? A BMW S 1000 RR — a true monster of a machine — placed right in the heart of the store.

Fully GoPro branded and decked out with mounts, cameras and accessories, the bike served as an instant eye-catcher, drawing in visitors and elevating the in-store experience. Dynamic social media content for both GoPro and CameraNU amplified the moment online.

A high-performance collab where tech, lifestyle and retail came together in full throttle.

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Big GoPro – Bigger Than Life Retail Impact For this project, I developed the concept of an oversized GoPro — over 10x its original size — designed to serve as a bold retail eyecatcher. I led the entire process: from concept development and sourcing a Dutch 3D print partner, to co-creating the final product.

The Big GoPro featured a working screen on the back, allowing for dynamic GoPro showreels to play in-store. The concept was so well received that GoPro HQ ordered a custom unit for the CEO’s office, and later rolled out the idea internationally — from the Middle East to APAC — for use in retail spaces and events.

A standout example of how creativity and execution can scale — literally.