1 Approach
2 About
3 Contact
1 Who we are
We make the lateral linear andthe imaginable possible. It is important to us to not create generalized content; instead we are tailored, personable, and tangible. We apply ourselves across many industries and places, making us agile and innovative-1. We work hard and are straightforward in our answers. We believe in beauty, and we are always original.
2 Leadership
A Marieke van Der Poel
Executive Chief Trend Forecaster, Founder Marieke van der Poel is Proef’s creative mastermind and founder. She is highly regarded within the industry for her capability to connect high-level long term trends to time targeted and space-time-people relevant translations. Her proprietary approach allows us to find opportunities, craft concepts, build strategies, and create tangible and makable directions. Marieke has a background in editing, working as consultant for Italian, English and Dutch brands and magazines. She advised Peclersparis as a trend consultant for five years and worked with the International conglomerate of trend agencies collected under ESP Trendlab as a strategic partner, before founding Proef at 31 years of age. It is Marieke’s honor to serve on several advisory boards and function as an advisor to the Dutch innovation attache in San Francisco. Working across the Atlantic, calling both San Francisco and Rotterdam home, our CEO has been featured in international media and has presented at major events and trade shows. She is a frequent guest lecturer at various prominent colleges around the world. Marieke holds advanced degrees in both fashion editing (Milan, Italy) and humanities –Ancient Greek Philosophy- (Bologna, Italy/Leiden, Netherlands).
B Jonas Martens
Chief Innovation & Circulation Strategist, Engineer Jonas is a man with a vision; he has the ability to engage others to his cause. Jonas is driven by sustainability & circular thinking, with a sense for commerce. Co-founder of the Rotterdam based design agency Better Future Factory and co-initiator of Perpetual Plastic - interactive recycling for events, Refil - recycled high quality 3D printer ink, New Marble - recycled high marble tiles, BroodNodig - bread waste to energy, and Solarbear - affordable solar powered refrigeration for the developing world. Next to Better Future Factory he is chairman of the Rotterdam young entrepreneurial platform R'damse Nieuwe. With his creed 'making love to the system' he wants to make Rotterdam the city of the future, the metropolitan region of Europe. Martens' focuses his work on large-scale urban strategy and change; his work has been published in various books and media, and has won several prizes, since April 2018, he may even count himself among the 50 Futuremakers of the Netherlands – an honor bestowed upon him by Dutch Prince Constantine.
C Sydel Sakuma
VP Deputy in Chief, Strategy & Investigation, SoCal Lead Sydel runs Proef’s Socal offices and has a background in account planning, advertising, writing, marketing, and fashion. Her experience in identifying and forecasting trends, social media, visual storytelling, and consumer analysis lends to her critical, inspirational, and creative thinking. She has inspired clients in the field of fashion, soft goods, healthcare, lifestyle, consumer electronics, technology, athletics and advertising. Sydel is Proef’s senior trend analyst and researcher and has assisted in rebranding, positioning and helping create strategies and insights for some of the worlds leading brands, retailers, cities and organizations. She's also helped define brand strategy with brand story-telling, brand book, go to market, product strategy, experience design, look & feel for Fortune 500 IoT companies. She participated as the Chair of the communications committee of the Northern California Chapter of the Retail Design institute. As a Hawaii native, Sydel currently resides in Los Angeles to be closer to the beach and remains as Proef's main LA lead and creative resource. Sydel graduated from Chapman University with a Major in Marketing, advertising, and public relations and a minor in art. She received her masters in fine arts for strategy and account planning in creative advertising at the Academy of Arts University.
D Renee Trijselaar
Cultural Community Strategist Renee Trijselaar is always connecting dots between art, culture and entrepreneurship. As the owner of the Rotterdam based consultancy Well Played she invests in network creation to help establish young creative entrepreneurs as influentials in the established art scene, national funds, corporations and politics. She is known for her strategic thinking, extensive network and her ability to bring together people of different strokes. With a background in Theatre Studies and a Lean Six Sigma Black Belt she is the prefect mediator between artistry and business. In her early twenties, she ran the most known Dutch national comedy festival, and was interim artistic leader of the Zuidplein theatre in Rotterdam. While being business manager, she focused her efforts on moving and rebuilding the HipHopHuis, where she later worked as interim director, helping build a widely revered, socially innovative and credible place for young adults to thrive. Over the last 6 years she has served as advisor for large Dutch art funds and local governments to speed up the inclusion of new (urban) arts and culture.
E Alexis Badiyi
Trend & Fashion Editor, NYC lead Alexis’ background consists of styling, fabric development, ready-to-wear buying, fashion design, branding and product development. Alexis grew up in Los Angeles with a family that dwelled in the film and luxury fashion world. Once she moved to the bay area she attended Academy of Art University where she received her Bachelors of Art in Merchandise Marketing. During her time in school aside from styling, she founded a non-profit named Hip to Help. When residing in San Francisco Alexis became the fashion and design producer and youth market specialist for Proef. Here she became dexterous in spotting, interpreting and translating upcoming trends. Once moved to New York she worked with Japanese, Italian and Chinese markets to develop and buy fabric for Helmut Lang. Now Alexis is the head of our New York office where she develops inspiring and fashion forward presentations and photoshoots. She is always continuing to expand her knowledge on subcultural and pop culture trends by closely studying and participating in the fashion, music and art world. Alexis is a regular it-girl with edge.
F Matt Bernstein
Cultural consultant, LA & SF Bureau Matt Bernstein is a curator and researcher, based in San Francisco, California. He has a diverse background in fine art, retail buying, advertising, and brand strategy. Formerly a manager and buyer in at a men’s boutique in LA, he went on to become an account manager at advertising agency BSSP, where he worked closely with numerous international brands including MINI, Priceline, and Nokia. He left advertising to become a curator and co–director of the art program at the Battery in San Francisco, organizing diverse art exhibitions of emerging and established artists, and producing an ongoing series of arts–related events. Along with the director, he has worked to transform The Battery into a potent hub and facilitator of fine arts in the Bay Area. Drawing on knowledge of art, music, and fashion, Matt provides Proef with extensive cultural insights, research, writing, and strategy. His interests lie in connecting the dots, galvanizing creative communities, and being a champion and practitioner of the arts. Originally from the Bay Area, he has lived up and down the West Coast, with extended stints in Los Angeles and Seattle. Matt holds a bachelors degree in political science from UCLA.
LEGAL - Terms and Conditions / Privacy Policy 2
PROEF - (n) Dutch [proof]: Try out, test, assay, experiment. 1
 - (n) English [proof]: A demonstration of the truth of a
BUREAUS - San Francisco / New York  
3
Los Angeles / Amsterdam
mathematical or logical statement, based on axioms and theorems from those axioms.
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