The Story Behind Concept Wise

Concept Wise was founded by Wytske Rijkers and was born from my passion for creativity, design, and the constant pursuit of innovation. This drive to continuously explore and evolve is not only fueled by my work but also by the inspiration I draw from my family. Together with my husband, daughter, and son, I grow and develop every day — both personally and professionally.

Founder Wytske Rijkers Speaks
"Creativity and design are at the heart of everything I do. In every project—whether it's fashion, interior design, weddings, branding, graphic design, or marketing—I’m always seeking new opportunities to grow and evolve both myself and my work."

Concept Wise was born from my broad experience in the fashion and hospitality industries, where I specialized in visual merchandising, branding, marketing, styling, and design. At first glance, these disciplines may seem unrelated—but when combined, they create a powerful, cohesive concept. This is where my passion lies: designing harmony between diverse elements to create something truly unique.

With Concept Wise, I help you bring all the components of your project together—whether it’s branding, a custom interior design for your home or business, or the visual styling of a once-in-a-lifetime wedding. Each project is an opportunity to create impactful designs that bring your vision to life.

I’ve had the privilege of working with a wide variety of clients, including renowned brands such as Gaastra, Steps, Van der Valk, and Parc Broekhuizen. These collaborations allowed me to develop visual identities, branding, and creative concepts that not only strengthen the aesthetic presence of these brands but also align seamlessly with their broader goals.

At Gaastra, I served as stylist, handling collection styling and in-store visual presentation. I also contributed to their brand development and visual identity. For Steps, I developed a strategic concept from design to execution, elevating their in-store experience.

With Van der Valk, I created a visual concept that reflects the hotel’s distinctive atmosphere, while at Parc Broekhuizen, I worked on branding, interior styling, and event design to emphasize its luxury and exclusivity.

In addition to these experiences, I currently manage the full marketing, branding, and communication strategy for Greendex and Verdi Tuinen—two companies at the forefront of sustainable landscaping and green innovation. For both brands, I ensure a consistent visual identity and clear communication across all platforms, from digital campaigns to offline materials. This includes strategy development, content creation, and ongoing brand positioning to support their growth and visibility in a competitive market.

Beyond branding and business strategy, I have a special love for wedding design. From the concept and mood boards to color palettes, materials, and stationery like invitations, menus, and thank-you cards—every detail is crafted to visually express the unique story of each couple.

I also help businesses build powerful marketing strategies that align with their identity, and I design interiors that are functional, beautiful, and full of character. Whether it’s a brand launch for a start-up or a complete interior concept for a hospitality venue, I make sure your message comes to life—and stays with your audience.

“Make it and think it Concept Wise”