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Amsterdam Creative Agency Khanna\Reidinga Rebrand As KRFL

Two new partners, new clients, a new office and a new identity.

Amsterdam independent creative agency Khanna\Reidinga today announces a merger and a new name: Khanna\Reidinga\Faralley\LeBon, or KRFL for short. The two original founders – British strategic lead, Rikki Khanna and Dutch Executive Creative Director, Hesling Reidinga – are joined by two new partners; Design chief, Maarten Versteege and production veteran, Michel de Goede.


Maarten is the father of many brand identities including the recent work for Volkswagen’s MOIA and brings broad and award winning design experience to the table, whilst Michel played a key role in the formation of legendary Amsterdam production houses Czar, CCCP and Pool Worldwide. Their most recent roles were as founders of start-up agency, The Commitments.

Hesling Reidinga, Executive Creative Director and partner of KRFL, says,

This creative interpretation of our new partners’ names reflects our slightly off-the-wall sense of humour and the international and multicultural build up of our agency. Our culture and people reflect modern society and this keeps our insights, fresh and our creative work sharp.

The merger and new identity marks the opening of a new chapter for the growing agency, which has won a raft of new international and Dutch clients in recent months, including iconic tech brand TomTom, Volkswagen Group’s new mobility brand MOIA, Friesland Campina, Dutch printing firm DrukWerkDeal, Smart Living Spaces company, G3, and serviced holiday apartments company Yays. The agency also named Volkswagen Group’s first fully autonomous vehicle, ‘Sedric’, which was announced at the Geneva Motor Show.

Maarten Versteege; Praveen Vaidyanathan; Nicolette Lazarus; Hesling Reidinga; Rikki Khanna; Michel de Goede

Rikki Khanna says,

New partners Maarten and Michel have accelerated our agency and expanded what we can offer clients. In Maarten we have an inspirational design director. With Michel we have a heavyweight producer and managing director who can make anything happen.

More and more clients are approaching us and asking for brand guidance much further upstream. This allows us to work with heads of companies and the C-suite to unlock hidden truths within their organisations – we do this through a process that we call Brand Therapy – which implies that the answers normally lie within. Once we discover a brand’s fundamentals then the leap into both brand design and creative campaign work is much more straightforward.

We’re small enough to always be available for a chat, yet agile enough to offer pretty much any strategic or creative solution – and we are finding that our clients love this combination.

The agency has moved to a new multi-storey office and workshop space on Amsterdam’s prestigious Herengracht, home to some of Amsterdam’s most famous international agencies. The new office has a large atelier-style ground floor exhibition space that opens up to the heart of Amsterdam.

Maarten Versteege; Rikki Khanna; Michel de Goede; Hesling Reidinga

Managing Partner and Executive Producer, Michel de Goede says,

The big, open windows reflect our transparent way of working and our open attitude. It’s our shop window to the world and gives us exciting opportunities for staging cultural events.

This merger is a testimony to the hard work and dedication of the entire team. We’ve come a long way and are now reaping some of the rewards of our tenaciousness. Although we will celebrate our new agency – we’re mainly rallying the team, rolling up our sleeves and getting stuck into making legendary work for our clients.

New partner and Design Director, Maarten Versteege, says:

As an agency we’re always looking ahead to the future. You can see that in our work and in our clients, who are addressing big topics like the future of cities, new forms of mobility and the reimagining of physical space. At KRFL we’re curious and we embrace the new. In our approach we integrate a brand’s fundamentals into design-thinking and big campaign thinking – which is a very interesting space to be in.


… and we’d like to wish KRFL a good luck on their new journey!

About KRFL

Amsterdam-based international creative agency Khanna\Reidinga\Faralley\LeBon is the marriage of two small boutique agencies to form one slightly-less-small boutique agency.

Khanna\Reidinga, founded in 2012 by Rikki Khanna (ex-AKQA) and Hesling Reidinga (ex-Pool Worldwide), merged with the agency of Maarten Versteege and Michel de Goede in 2017 following a number of successful collaborations.

Situated on the prestigious Herengracht in Amsterdam, the KRFL office stands out, not just with its huge shop-front window overlooking the canals but also in its offering of creative services. From consultancy and brand design, to campaigns and executive production, KRFL has the expertise on-site to go from naming-to-campaigning thanks to four highly-specialised partners sharing a table. An in-house team of 17 passionate people speaking 14 different languages, do the rest.


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