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Adrie van der Luijt | Content Designer & Strategist

Adrie van der Luijt | Content Designer & Strategist

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FREELANCE CONTENT DESIGNER & STRATEGIST

Great content makes life better for everyone

VIEW MY PORTFOLIO

I am currently fully booked until April 2024.

ABOUT ME

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 currently fully booked until April 2024. After that, I am available for fully remote and hybrid work in the UK, EU and worldwide.

Security clearance
SC (December 2029)
Locations
Based in Central London SE1 and Narbonne, France 11
HIRE ME

ABOUT MY NAME

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.
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MY WORK

Some of my projects

A person in safety gear is diligently placing sandbags to fortify barriers against rising floodwaters in a residential neighborhood, highlighting the effort and determination involved in flood respon

Environment Agency

When I arrived, applicants for flood defence funding were struggling with a 350-column spreadsheet that virtually everyone got wrong. I translated this into an online journey with integrated help text, acknowledging that these applications evolve over years rather than days. The impact wasn't just administrative. It meant communities at risk...

Anxious farming couple trying to use the Rural Payments website to claim CAP subsidies.

Rural Payments Agency

Not every project succeeds, and I believe that acknowledging failure is as important as celebrating success. During a year working on rural payments, I consistently highlighted how the service was failing its users – elderly farmers with limited digital skills who were suddenly required to use complex software with strict...

Coffee shop owners with face masks, lockdown, quarantine, coronavirus, back to normal concept.

Cabinet Office

Creating effective counter-fraud measures presents a unique challenge: how do you gather the information needed for background checks without arousing suspicion or creating undue anxiety? Working with the Cabinet Office, I designed interfaces that collected crucial verification data in ways that felt natural and unobtrusive. This delicate balance between security...

Freelance content designer Adrie van der Luijt

Universal Credit

In those early days of Universal Credit, I was often the only voice in the room advocating for plain English and user-centred design. Government systems have historically put the burden of understanding on citizens rather than taking responsibility for clarity. By challenging each piece of jargon and questioning every data...

Freelance content designer Adrie van der Luijt

Ofsted

When I joined Ofsted, staff believed their 70-page manual helped people complete registration forms. What they couldn't see was that young women were breaking down in tears on helplines, overwhelmed by complexity. By presenting this uncomfortable evidence with careful diplomacy, I advocated for users whose needs had been overlooked in...

Women visiting her friend after chemotherapy at home

Cancer Research UK

For cancer patients and their families, information isn't just information – it's a lifeline. Through extensive user research, I discovered that patients needed personalised, trustworthy information with precise control over what they engaged with. Some wanted to know everything about side effects; others couldn't bear to read about prognosis yet....

SEE MY WORK

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

My spiking service for the police 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.
SEE MY CONTENT
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MY SERVICES

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.

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MY APPROACH

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.

KATE MEW
HEAD OF CONTENT, METROPOLITAN POLICE SERVICE

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

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Freelance content designer and strategist Adrie van der Luijt

CEO, DESKDEMON.COM

MEK RAHMANI

“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

CEO, SAFELINE

NEIL HENDERSON

“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

Phone
+44 (0)755 401 2533


Email
adrie@adrie.co.uk

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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