Diederick Doet

Diederick Doet is a project that reimagines retirement as an active and fulfilling new chapter rather than a time of slowing down. More and more people today see retirement as a chance to explore new interests, start small businesses, volunteer, or focus on personal growth — staying engaged, connected, and purposeful.

Developed in collaboration with APG — the Netherlands’ leading pension provider — the project introduces a fresh visual and brand identity that supports this evolving perspective on retirement. At its heart is a series of short animations that are both entertaining and informative, sharing facts and insights about retirement in the Netherlands.

The main storyline follows Diederick, a character who began preparing for his pension early in life after the loss of his father. Through a combination of engaging illustrations, storytelling, and clear messaging, the animations aim to raise awareness about the value of early pension planning and highlight how preparation can lead to a more meaningful, secure, and vibrant retirement.