Adrie van der Luijt


Great content makes life better for everyone

I am available for fully remote (EU) and hybrid roles.


With over 30 years of experience as a freelance content designer and strategist, I can deliver great content and thought-leadership for your digital transformation project.

I’ve been at the forefront of digital transformation since 1987, when I embarked on my first government digital project. During the dotcom boom in 2000, I launched a website that swiftly became the industry leader for executive PAs and office managers, capturing both the UK and US markets. It wasn’t until five years later that open-source content management systems became available.

In 2012, I pioneered GDS standards for transactional content, while managing online content for the flagship welfare reform project Universal Credit at the time, when GDS was still in its infancy.

For over thirty years, I’ve been crafting exceptional user experiences. My work has been quoted by well-known publications like the Wall Street Journal, Bloomberg, PropertyWeek and prominent UK newspapers.

What truly drives me as a freelance content designer and strategist is the positive impact my work can have on others. I have a versatile skill set and experience across the public, commercial and charity sectors, in digital, print, and broadcast media. In today’s challenging economic climate, I can handle diverse responsibilities that might otherwise require multiple team members.

Current status
I am available for fully remote (EU) and hybrid work in the UK, EU and worldwide.
Based in Central London SE1 and Narbonne, France 11


My name is Adrie van der Luijt. It's Dutch and pronounced Aah-dree, not 'Ey-dree.

I’ve been living and working in London since 1995, with an A+ (Distinction) in spoken English. In that time, I’ve heard my name mispronounced in lots of ways. Andrei? Andrew? Adrian? No, it’s Aah-dree. My surname, van der Luijt, is admittedly a bit more difficult to pronounce. But if you say van der Loud or even van der Lloyd, that’s close enough.


Some of my projects

Freelance content designer Adrie van der Luijt

Universal Credit

I was responsible for all online content for the UK government's flagship welfare reform programme, turning complex processes into intuitive online journeys.

Freelance content designer Adrie van der Luijt

Rural Payments Agency

Farmers and other UK landowners can apply for subsidies through a complex paper process. I formed part of the team to make it user-friendly and digital.

Content designer Adrie van der Luijt

Metropolitan Police Service

I designed and created an online advice and reporting service for drink and needle spiking, that was hailed by victim charities as 'victim-focused' and 'excellent'.

Content designer Adrie van der Luijt

Cancer Research UK

I spearheaded the transformation of 5,000 pages of cancer information, empowering 4 million unique users each month through accessible content and a new user interface.

Content designer Adrie van der Luijt

Cabinet Office

I delivered thought-leadership, service design and content for automated background checks on grant applications as part of the Cabinet Office's counter-fraud tools.

Freelance content designer Adrie van der Luijt


Application forms to work as a childcare provider had users in tears on the helpline at the UK's schools regulator. I turned them into a single, user-friendly online form.


Report drink spiking to the police

I recently delivered an online service to report drink and needle spiking to the police.

The spiking advice and information service I wrote for police in England and Wales is trauma-informed, focusing on users who may be disoriented or affected by substances. It offers a safe and empathetic environment, prioritising clarity and support.

By understanding the unique needs of these users, I was able to provide guidance and options for reporting, ensuring their experiences are heard and addressed with sensitivity. The service is included on the newly-launched Police.UK app.

My content was reviewed by victim support organisations as striking the “perfect” tone. “All the way through you were giving the victim the choice of what to do next, which is the right thing to do. We had no changes to make; it was excellent.”


Trusted content has the power to turn users into believers and customers into advocates.

In the ever-changing world of digital content, job titles can be confusing. Roles such as content strategist, content designer, UX writer and service designer all play parts in creating compelling and effective content and services.

The beauty of my experience and skills lies in their versatility. I’ve specialised in this field for over 30 years. This has equipped me to cover a wide range of skills and responsibilities. So, while job titles may vary, my commitment to deliver exceptional content and driving results remains unwavering. I’m passionate about using my skills and experience to help people and add real value to digital teams.

  • Content strategy

    Strategic thought-leadership and practical execution for engagement and growth.

  • Content design

    Effective, accessible content that helps to reduce errors and builds trust and authority.

  • UX writer

    Expert microcopy to optimise user experience, improve engagement and minimise errors.

  • Project management

    Leadership for your project, by an expert with first-hand experience in many team roles.

  • Public relations

    My press releases and PR strategies have resulted in extensive media coverage.

  • UX design

    User-centred digital experiences that blend usability and aesthetics for a great user journey.

  • Service design

    Delivering end-to-end user journeys to turn complex processes into intuitive content.

  • User research

    As an experienced journalist and user researcher, I ask the right questions.

  • Content marketing

    Boost your brand's online presence and engagement to reach your target audience.

  • Graphic design

    Annual reports, brochures and other professionally designed materials.

  • Video editing

    Video and audio editing to create rich content and enhance your user experience.

  • Search engine optimisation

    Helping your site achieve top rankings on Google and other search engines.



User needs require analysing, interpreting and thought-leadership.

My approach to content design and content strategy revolves around extensive expertise and a deep commitment to user-centricity. This involves meticulous analysis, interpretation, and thought-leadership. With over 30 years of experience as a freelance content designer and strategist, I’ve learned to ask the right questions, challenge conventional wisdom, and craft a visionary content strategy. This enables me to create content design and content strategy solutions that not only meet immediate needs but also align with long-term objectives.

Trust hinges on transparent, reliable content.

I am an expert in helping your brand build trust and improve data quality.


Adrie's experience and expertise has been invaluable to the team. He did an amazing job.

Freelance content designer and strategist Adrie van der Luijt



“Adrie is strong team leader with impressive networking and creative skills, able to negotiate partnerships and find innovative solutions. He has developed into an all-round, commercially-aware web editor. He is an unmisssable addition to any digital team.”
Freelance content designer and strategist Adrie van der Luijt



“Adrie’s language was appropriate and victim focused. It was all very measured. All the way through he was giving the victim the choice of what to do next, which is the right thing to do. We had no changes to make. It was excellent.”
Freelance content designer and strategist Adrie van der Luijt

+44 (0)755 401 2533


If you’re planning a digital project, let’s have a chat. I’m always happy to disscuss how I could add value and share advice without any obligations.

Planning a project? Let's chat!

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