Royal FloraHolland

New colors for the worlds' largest flower auction

Royal FloraHolland is the largest flower auction in the world, with an annual turnover of 4.5 billion Euro. As with many industries, much of their business has moved from the physical realm to online platforms. Total Design created their new smart, innovative and ambitious visual identity. I was part of the team and was in the lead of the digital implementation. In an intense six-month project together with the client, we restyled the website, app, dashboard, online services, members forum en mailings. Next to that, we worked on the interaction design for new features and the online strategy of Royal FloraHolland.




UI/UX designer


Website, app, services, dashboard

Team size


Read more about this project at Total Design.