Groen & Boothman | Design & Creative Direction

Welcome to Groen & Boothman. We are more than a design agency. We are seasoned designers, strategic thinkers, and trusted advisors, designing and engineering products and solutions with intelligence, imagination, and intent. Founded by Hanno Groen and Joanna Boothman, our Amsterdam-based studio operates at the intersection of design, strategy, and business. With over 25 years of experience, we’ve worked behind the scenes of some of the world’s most respected brands—quietly crafting iconic products, solving complex design challenges, helping brands with clarity and precision. We don’t just bring ideas—we bring direction, depth, and a sharp, discerning eye. From the first sketch to the final retail presence, we connect the dots and read between the lines, transforming design into a powerful tool for growth. Whether you need visionary product design, independent strategic advice, or a fresh perspective to elevate your brand, we deliver. If you’re looking for partners who bring sharp intuition, meticulous craftsmanship, and an unparalleled ability to see the bigger picture, let’s talk. Groen & Boothman—the creative force you’ve been looking for.