Joost Roozekrans has been working as a designer, creative director, and senior design lecturer. Thirty years in the design profession, with a lot of mileage in designing brand identities, and a passion for education. He is from the Netherlands and worked in the United Kingdom (2 years) and China (10 years). Joost worked for nine different design studios, one newspaper (The Guardian in London), four universities, and co-owned two design studios; NLXL in The Hague and SparkyTiger in Shanghai. Designing the award-winning visual identity for the Dutch national police force was his first project at Studio Dumbar in 1992. Joost is regularly giving design lectures and workshops. At universities, conferences, and companies in the Netherlands, Belgium, Norway, Lithuania, P.R. China, South Korea, Hong Kong, Australia, and the USA. In the summer of 2020, he published a design theory book: How to Create Better Ideas - Connecting the Left and Right Brain in the Design Process. The book divides in two parts. The first part explains the design process as a total, putting ideation in the middle. The second part teaches six methods to create design ideas for young designers and professionals.