How do you deepen the emotional world of a product people carry every day? How do you translate design for impact into communication? How do you turn long-term research into a public-facing story that invites curiosity rather than conclusions?
- Qualitative Research
- Business Insights
- Brand Strategy
- Marketing & Communication Strategy
- Social Media Strategy
- Innovation Strategy
- Product Strategy
- Workshop Facilitation
- Concept Development
- Copywriting
- Creative Direction
- Art direction
- Graphic Design
- Motion Design
- Photography
- Digital Content
- Consumer Insights
- Focus Groups
- Trend Analysis
- Sustainability Strategy
- Brand Positioning
- Brand Storytelling
- Brand Campaigns
- Brand Prototyping
- Customer Journey Mapping
- Brand Purpose
- Qualitative Research
- Business Insights
- Brand Strategy
- Marketing & Communication Strategy
- Social Media Strategy
- Innovation Strategy
- Product Strategy
- Workshop Facilitation
- Concept Development
- Copywriting
- Creative Direction
- Art direction
- Graphic Design
- Motion Design
- Photography
- Digital Content
- Consumer Insights
- Focus Groups
- Trend Analysis
- Sustainability Strategy
- Brand Positioning
- Brand Storytelling
- Brand Campaigns
- Brand Prototyping
- Customer Journey Mapping
- Brand Purpose
Secrid has been a long-term partner of The Young. Over the years, we have worked together on multiple qualitative research trajectories, exploring consumer behavior, values, and the role of everyday carry in daily life.
While much of this work remains internal, Your Pocket, Your Story offers a first public glimpse into that ongoing investigation.
We treated the pocket as a research lens. A small, everyday space where design, memory, habit, and care quietly overlap.
From object to story
Your Pocket, Your Story launched during Dutch Design Week 2025 at The Social Hub and across Secrid’s social channels. The format builds on a simple but powerful observation: pockets are intimate spaces. They hold objects chosen, gifted, carried, and worn over time. These objects quietly absorb stories.
Together with Secrid, we developed a narrative format that shifts attention away from the product itself and toward what surrounds it. What people keep close. What they reach for without thinking. What slowly becomes indispensable.
Rather than explaining ideas, the project creates dialogue. It invites people to see their own pockets differently and share their stories.
Designers as storytellers
Designers are trained to think through objects. To notice wear, use, friction, and attachment. That made them natural partners in this investigation.
Together with Boey, Ittika, and Auke, designers who previously collaborated with Secrid through its Talent Podium at Dutch Design Week, we explored pockets as lived systems rather than containers.
We visited them in their studios and places of work, filming and photographing their environments, tools, and personal pocket contents. Through open conversations, we explored what they carry, why they carry it, and how everyday objects accumulate meaning through use, care, and time.
The result is a series of films, articles, and visual assets that feel intimate, tactile, and human.
Making the invisible tangible
The visual language leans into an analog sensibility. Material textures. Close detail shots. Full-body portraits. Slow observational moments. An approach that mirrors Secrid’s belief in durability, craft, and products that become part of a life rather than compete for attention.
The project revealed how pockets operate as small worlds of imagination and metaphor. Gifts received at turning points. Objects worn smooth by routine. Items that quietly support movement, work, and care.
By focusing on these hidden stories, we helped articulate an emotional territory around Secrid’s products without over-explaining them. The wallet stays present, but never centered. It appears as one object among others that carry meaning.
Your Pocket, Your Story became both a public activation and a research artifact. An investigation intentionally left open, inviting exchange rather than interpretation.
“The Young is part of our Secrid family and we’ve embraced The Young’s support since day one. The Young offers the right process, knowledge and attitude to develop our brand together with our young team.”
