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about

Hi, I'm Pep Zuijderwijk (Zow-der-vake)

I love working with smart and brave business people who know that as well as a great vision, some serious grit and a sense of humour, they need original creative thinking and intelligent human-centred design to succeed.

I’ve got over 2 decades of experience as a creative director and lead designer in Amsterdam, London and Wellington working for global brands like Puma, MTV, BBC, and Volkswagen and the more local ones like Whittaker’s Chocolate, Deloitte Private, Totara Learn, and the Institute of Directors. With my team at Salted Herring I’ve built a reputation for delivering distinctive and effective creative work that gets noticed. For this I’ve collected a decent amount of precious metal along the way and have been invited on numerous design judging panels.

Increasingly my focus is shifting to SaaS B2B, an exciting growth area for NZ, where I’ve gained deep knowledge & experience over the years. As a virtual Creative Director / Design Lead I now work closely and collaboratively with the decision makers and their teams to translate their purpose, passion and point of difference into a strong brand expression that carries through the full spectrum of digital touch points. This ranges from rich brand story telling to beautifully crafted user experience design of the product itself.

With one foot in digital and the other in brand I occupy that sweet spot between understanding the possibilities (and limitations) of technology and the emotional power of storytelling. I’ve got an endless appetite for solving hard problems, a huge amount of ‘putting yourself into the user’s shoes’ (aka empathy) and plenty of salty goodness to bring to any project.

Have a project you could use some help with?
Get in touch.

Happy clients

Amy Sheppard

Then Director of Experience Design & Product Management for Deloitte Australia


"Pep is one of the best creative directors and designers I have worked with in my 15 years. He is diligent with the process to ensure he has all the info he needs before proceeding. He delivers outcomes that are well crafted, on brief, and on time.


He is smart, fun and detail-oriented and cares very much about the end result. He listens and responds to feedback and is always open
to approaching something in a new and different way."

Richard Shirtcliffe

Co-Founder & CEO of WildClean

"I've had the pleasure of working with Pep/Salted Herring on multiple occasions, most recently in bringing alive WildClean.com. Over 30 years of building brands I've never encountered any creative director even remotely as adept as Pep.

He has a truly unique combination of skills and characteristics, which enable him to rapidly understand a brand's mission; to align with the values; to collaboratively ideate; and rapidly bring a brand to life digitally.

He bestrides brand strategy, creative direction, extraordinary capability on the tools, a laser sharp intellect, and an absolutely delightful manner, all of which mean he slots effortlessly into a team. Secure him while you can!!"

Vicky Pope

Producer and Co-founder of Wild Eyes


"Pep was the Creative Director of wildeyes.co.nz a new website for kiwi kids using screens....to get kids offscreen, outside and engaged in nature.


As the lead designer Pep was responsible for developing a brand identity for NZ children that not only resonated locally, but also positioned the site to compete with the myriad of international digital content fighting online for kiwi kids’ attention. The brand he delivered was well researched, fresh and frankly... very cool.


In 2017 we took out a Silver Award at the Best Design awards for the site. I would highly recommend Pep to anyone looking for an incredible creative head and design lead for their project."

David Woodnorth

Founder & CEO of ComplyWith


"True to the Salted Herring’s own brand promise, our brand touch points are now strongly distinctive - in ways that reflect our promise, which is to humanise the law so that everyone has clarity and is empowered to do things right.


... the new look of the ComplyWith application design and UX stood out head and shoulders above many of the offerings [at the SaaStr conference]"