Carole van Bekkum is the creative director of an Amsterdam design agency. She rebranded this organisation together with the owner of the firm. First of all, they created the new name, '"DreamCatch". Carole's philosophy of dreams can easily be summarized in two words: "dreams happen." She describes her design process as follows: “I am Carole. With a sharp sense of humour and an analytical view of retail and hospitality, I translate difficult design problems into understandable communication. I write, draw and design from the heart with an eye for the target group. That's in my genes, because I come from a family of artists, designers, traders and hard workers. Simplifying complexity is a sport for me. Give me a difficult job and I will make it human and beautiful.”