Great Expectations is the brainchild of Kees de Klein, a creative office rooted in identity design and image making. Founded in 2025, the company was born from the desire to unite these disciplines into something greater than the sum of their parts.
From bespoke photography campaigns to full-scale brand identities: the ethos of Great Expectations is simple: offer new ways of seeing. Working primarily in the areas of research, music, fashion, art and activism; collaboration is the purpose.
Ideology
The approach is straightforward: curiosity and simplicity are the engines of creativity. Great Expectations transforms questions into sharp insights and uncovers beauty in clean, unfussy solutions—all while nodding to the timeless charm of classic references. First, we build a world: mapping out the terrain with references and existing visual languages that provide a solid footing. Then comes the experiment—a leap into chaos where unexpected paths open up. Finally, we refine the work until it feels right—as instinct guides. G.E.™ works with a tight-knit group of freelance creatives, handpicking the perfect fit for each project. This method keeps things nimble, adaptable, and always attuned to the bigger picture.
Origin
Kees de Klein’s creative path began as a designer at Metahaven, where a fascination with visual languages and critical design took shape. This passion for references continued as one half of Meinke Klein, blending portrait photography and advertising. Alongside these ventures, Kees co-founded Clothes for Progress with Chloe Struyk, a project that fused charity with creative community-building. A decade of teaching refined a curious and collaborative approach creativity, which now drives Great Expectations—an office dedicated to image, identity, and publications.