Bart De Ruyck
Founder
Designerʼs eye,
engineerʼs mind
form × function
I help brands sharpen what they show and tell. No fluff. No clutter. Just design that looks good and works well.
Let's Talk
Strategic Curiosity
Above all, I want to understand. Not just you, but also your customer. And your product. How does it work? Why do you do what you, how do you do it, why does it matter to the customer? Because the best way to build great things is to ask great questions.
Quiet Precision
I'm a systems person at heart. Documentation, SOPs, lessons learned: the invisible work that makes the visible work feel right. Winging it isn't a recipe for success. Proven systems and tested methodologies are.
Reliable Delivery
Hand me a project and it gets done. On time, the way it should be, without drama. No last-minute panic, no shifting goalposts, no excuses. I've never missed a deadline.
What makes me different
I’m don’t deliver a mood board and disappear. Or hit Publish on your site with errors all over the place. Instead, I question briefs, work methodically, and sweat the details. My focus? The customer experience, from high-level systems to typographic minutiae.
Here’s how.
The longer story
I didn’t start in design. Or development.
I studied literature and linguistics at Ghent University and graduated with an M.A. in Comparative Modern Literature. Later, I added a strategic marketing programme at Vlerick Business School. That’s where it clicked: marketing is it for me. Because it’s an art and a science. And I like both.
For a decade, I worked as a marketer in technology companies, small and large. The common thread? I’ve always been drawn to systems. As a kid, I sat behind beige monitors and entered a world of code, logic, and structure.
But systems alone don’t move people. A story does. Words and images do.
Brand and web design is where it all came together: systematic thinking, a love of language, an obsession with getting things right.
Because technology is only as great as the story you tell.
And I love to help make that story clear.
KIREI.STUDIO
綺麗 / きれい, transliterated “kirei”, is a Japanese word. It has several meanings: “clean, neat, pretty, tidy, beautiful”. It feels like a succinct statement of my approach.
I first encountered it in a book “Posters from Japan”. In the introduction, designer Koichi Sato talks about the word:
“Kirei, a common Japanese adjective does not translate easily. The closest words in English are ‘beautiful’ or ‘pretty’, but it might also be translated as ‘simple’, ‘fair’, ‘pure’, ‘plain’, or ‘clean’. [The essence is ] not to add beauty but to subtract superfluous matter.”
That’s the work for me. In a world of endless noise, standing out means stripping back. Saying less, but meaning it.
Awards
| 2025 | Finalist Standaard solidariteitsprijs |
| 2023 | Awwwards Nominee, Webdesign KLAAR |
| 2022 | Awwwards Honorable Mention, Webdesign Residentie ROCA |
Let’s Listen
We’re always happy to listen to what you have in mind. Big dreams or small ideas: we’re all ears.
