Niels Meulman: contemporary Dutch calligrapher, typographer and designer gained initial recognition as graffiti artist SHOE. After an apprenticeship with Dutch graphic design master Anthon Beeke, he went on to run his own design company, worked as senior art director for BBDO and more recently works as a creative director for MTV Europe, freelances and specializes in typographic design. His designs form part of the permanent collections of the Stedelijk Museum Amsterdam and MOMA San Francisco. Notable works include a signature shoe design for Umbro and his own silk scarf label - Unruly. ; Adam Eeuwens is a seasoned writer, researcher and strategist. He co-authored False Flat, Why Dutch Design is so good with Aaron Betsky - published by Phadion Press in 2004. In his twenty years of media industry experience divided over Europe and USA Adam has worked as a journalist, editor, publisher, producer, planner, copy-writer and author. The red thread of his career is his propensity to create strategy and turn it into story. His motto in work and life is: Think like a man of action, act like a man of thought.