Curious by nature, Storyteller by trade. ‘I’m naturally curious and open minded, maintaining a broad outlook towards society. I never accept “the mainstream” by default, preferring instead to ask myself how something adds value. Not on a monetary level, necessarily, but also in terms of being inspirational, challenging or insightful. I’m also a firm believer that function follows form. That’s why brilliant design (strategic and creative) is the starting point for our thinking and work.’
Brand Virtuoso. ‘The creative environment of my dad’s agency and printing house was where I was raised. While my classmates played with dolls and building blocks, I was busy with paper samples and drawing logos for non-existing brands. I’ve always been fascinated by the impact brands can have and the vibe brands can give you. Now, I see it is a part of my job to give you “the right feeling” when you see or experience a brand. I’m driven by the desire to produce great work and the continuous quest for new opportunities and solutions.‘
In 2014 Cherelle started her own company Count Concepts and became a member of the 2851 network and global agency *UP There Everywhere. She is a member of IADAS and a judge for the Webby and Lovie Awards.
Visual Artist. ‘I love light. Without lights there is no image to be shot. An image must be clear and in balance. I believe when shots are structured and balanced, the element of storytelling comes naturally. I also love the details. Details can elevate an image from being ok to being great. An image should reflect reality, therefore bearing the potency of truth in itself. The image I create should look natural and not feel as if it were staged. Creating an illusion of reality, the viewer interprets it as they perceive reality, essentially seeing the result as the truth. With the created truth I hope to inspire the viewer to think about the story. Thinking about our society and the role we play in it as individuals. My work highlights the individual as a part our society. People and places, landscapes with people, people in their environment. My work is about the identity of society and the identity of the individual. With this approach, I feel like I’m an explorer, researcher, anthropologist, (visual) artist and eventually a passionate photographer.
Life is not a desk. ‘We are Heldergroen – in English ‘Bright Green’, a communications agency that works for brands striving for a more sustainable way of living, working and doing business.
Have you seen our desks that go up every night? We’ve become famous for it. But life is not a desk. Strangely enough most products and services around the world we use are being created behind a desk… And let’s be honest. Sometimes it works quite well, a desk. But hey, a desk is just a part of life. Not the other way around. Don’t forget to play. To go outside. To breathe. And wonder. Heldergroen is 2851’s design partner.
Bravebox Creative Front-End Developer. ‘There is a whole world behind what people see and interact with in there browsers and on their devices. I’m fascinated by how people and technology interact. The constant challenge of creating a solution that ensures a balance between that human and digital interaction is exciting.’