Bas is a creative innovation specialist with a passion for product design, strategic design and creating impact with change for businesses. Educated as MSc in Industrial Design at Eindhoven University of Technology Bas co-established a product design company in Shanghai China and gained experience as Creative Director in China in the process of new product development up to mass production in China. After 4 years in Asia, Bas founded a second station in 2016 in Eindhoven turning the business as Managing Director into a strategic (product) design branch to create even more impact with a meaningful innovation blueprint. In the last years, they created over 150 designs, won 7 international design awards and placed +100 products on the market working for multinationals, manufacturers, brands and Silicon Valley startups.The user-centred (design) approach enables him and his team to create solutions that add value to the end-user to create impact through design and commercial success for clients. In his way of working, co-creation, design thinking and an emphatic mindset are means to come to creative, interactive and effective processes and results.Bas defines and drive innovation strategies and put this into practice with product innovation.