Hugo Vuyk | 12. July 2022 | 4 min reading time
Frequently asked questions about Crafft as a design agency that we're happy to answer.
First, second, third: What do you spend the most time doing internally?
First, working on developing and improving products for our clients. Second: Adapting our own processes to stay competitive. Third: Doing a bunch of small-scale work that is often tedious, but moves the "whole" forward.
What would you say you are particularly good at?
Being strategic and creative at the same time.
What's in your DNA?
Design, technology and the ability to make bold decisions.
What does design mean to you?
Design is purpose. Design is form. Form follows a function and a strategy. Form supports everything, makes things clear, friendly and useful.
And what is technology?
Technology is about the future of our customers. We develop and implement technical solutions that are not only efficient, but provide real business value. Our tools, processes and training are designed to equip our customers for the future.
You often talk about strategy: when is a strategy credible for you?
Credibility comes from trust. And trust comes when you act transparently and honestly.
What's actually the coolest, what's the most exhausting thing about your job?
The best thing is the variety and fast-paced nature of the job and the fact that we really do things that make our customers more successful. The most exhausting thing is the big difference between having an idea and implementing it.
How do you motivate yourself within the agency when you have to do things you're not comfortable with?
Take a step back and see the task in the overall context of all the other tasks that you are very comfortable with.
Are you friends with each other?
We believe that work is more fun when you also function well together personally and share common values. It's then even easier to get in each other's way, because you can build on a great basis of trust.
What values are those?
Always being open and curious, honesty, collegiality, reliability.
What makes you stand out?
We have a good feeling for the respective company culture and the context of the task. From this we create solutions that strengthen or increase the value of our clients' businesses.
Is it important to you that people recognize your style in customer solutions?
We care more about substance than style. So we focus our compass on processes - and find suitable solutions for different customers. If you like: that's our style
Is there some kind of overarching principle for Crafft's work?
Simplify everything you can. Here's what we've learned: the simplest things you can see are complicated.
What has impressed you the most over the past few years?
PEOPLE! People who are curious - no matter what their function or age. Curiosity about new things, curiosity about the other person.
And what distinguishes these people?
The common denominator is probably their radical openness. And the ability to listen.
If I want to work for you, what's the killer interview question I need to prepare for?
"Tell us something about yourself" - it doesn't matter what comes next, but we listen carefully and try to find out what kind of person you are: analytical, passionate, chummy, imaginative, etc. The conversation is more important than any CV.
How did you come up with the name CRAFFT?
The name is inspired by a book by US sociologist Richard Sennett - The Craftsman. The message is simple: Craftsmen:ins are all those who feel the desire to "do something well for its own sake". This desire and experience of being completely absorbed in the work - be it a piece of music, a computer program, or carving a wooden table - is what modern psychology calls "flow." That's what we strive for: a good flow with partners and clients.
And why do you write CRAFFT with 2 FF?
The two F's stand for function and form. And that is basically what we have been bringing together for around 15 years. The technically functional with the aesthetic.