ralf lambie

creative consultant

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I am always on the lookout for stories. What is the story our client wants to tell? What angle do we choose to make sure that visitors want to hear it? And how do we transform the story into a worthwhile experience?

That I would go for a creative course after my secondary education was clear from the start. But which one? I did not have a clue... In the end, I picked Product Design. Applied creativity – the idea appealed to me.

It turned out to be the right choice for me, and I loved being creatively engaged. After four years of studying, I did not want to find a job right away. I decided to embark on a new creative course. For a while, I took up architecture, but eventually I traded in the drawing board for a master’s programme in design at the Design Academy Eindhoven. Here I learned that design is more than just a beautiful shape. The shape becomes truly valuable only if it is preceded by a thorough analysis of the problem.

After my college years, I started working with an advertising agency as a strategist. I used my creativity to tackle all kinds of problems. I spent eight years developing advertising campaigns for some of the largest and some of the smallest brands. However, when the opportunity arose to start working with Tinker, the decision was not a hard one to make. After all: telling meaningful stories about relevant brands and institutions – it doesn’t get much better than that!



Born at Sint Geertruid – a small village in the hills of Limburg


HBO course in Product Design


Supplemental study in Architecture in Belgium


Master’s degree in design from the Design Academy Eindhoven


Started working as a junior strategist with ARA advertising agency in Rotterdam


Moved to Belgium, worked as a strategist with Duval Guillaume in Brussels


Started living together in Utrecht, worked as a senior strategist with HAVAS in Amsterdam


Daughter Nova was born. Started working with Tinker as a creative consultant