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.

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.