Pascal Mulder mentors creative entrepreneurs in the ArtEZ Starters' Programme

Within ArtEZ’s Starters' Programme, designer and entrepreneur Pascal Mulder will, from 1 September onwards, guide students and alumni through exactly these kinds of questions. Drawing on his experience as the founder of Fraenck, a sustainability consultant, and director of the social design studio Alleburen, he helps participants strengthen not only their creative practice but also their entrepreneurial skills. In doing so, he demonstrates how creative practitioners can work both sustainably and meaningfully within a rapidly changing professional landscape.

A graduate of ArtEZ’s Product Design programme, Pascal completed his studies in 2010. “As a recent graduate, you can throw yourself into making things with endless energy,” he says. “But if you’re not talking to the right people or sharing your story with the outside world, not much will happen.”

From Product Design to Entrepreneurship

After graduating, Pascal chose the entrepreneurial path. Together with his then-partner, he founded the Arnhem-based brand Fraenck, which grew into a company where design, entrepreneurship, and sustainability are closely intertwined. Through active collaboration with makers and manufacturers, he discovered opportunities to further develop the business. One such moment came during a visit to a sailmaking company, where he saw how much leftover material was discarded every day. This insight led to new choices in material use and a clear sustainable direction for the brand.

“Even when they cut materials as efficiently as possible, huge amounts were left over,” Pascal explains. Instead of purchasing new materials, Fraenck began creating products from these remnants. This proved not only more sustainable, but also economically viable. “How wonderful is it when you can create products that are functional, aesthetically appealing, and at the same time contribute to solving environmental challenges?”

Over the following years, Pascal continued to develop as an entrepreneur. He learned that success requires not only creativity, but also a realistic business mindset. “Many starting entrepreneurs focus mainly on the short term,” he says. “How am I going to pay my rent next month? But it’s equally important to take the time to build your story, your processes, and your positioning with the long term in mind.”

More Than Just Design

Today, Pascal serves as director of Alleburen, a social design studio where creativity is used to help people move closer to the labour market.

At Alleburen, people who face various barriers to employment work on real design projects for commercial clients. “It’s not occupational therapy,” Pascal emphasises. “They are involved in the entire process, from client communication to execution.” In his view, the value of creativity extends far beyond creating beautiful designs. It also teaches people how to solve problems, collaborate effectively, and build confidence.

Although he spends less time designing himself these days, Pascal finds great fulfilment in combining entrepreneurship with social impact. “I love the idea that your work can build not only a business, but also make a genuine difference in someone else’s life.”

A Good Story Sells Itself

The combination of sustainability, entrepreneurship, and social impact has been a constant thread throughout Pascal’s career. This is precisely why he wants to help students in the Starters' Programme look beyond the creative process alone. “Many creative practitioners find sales intimidating,” he says. “But that’s not how I experience it at all. I simply tell a story that I genuinely believe in.”

According to Pascal, this contains an important lesson for emerging entrepreneurs. A business only works when you can clearly explain the value your work adds. “Why should people choose you? You need to be able to articulate that.” For him, success is not only about visibility on social media or having an attractive website. “You can present yourself online in all kinds of ways, but if you don’t know who your audience is or what resonates with them, very little will happen.”

A Valuable Source of Accountability

Through the Starters' Programme, Pascal hopes to encourage students and alumni to take their entrepreneurial ambitions seriously from the outset. “The challenge is to find something that gives you energy and that people are willing to pay for,” he says. “If you’re only doing something for the money, you won’t be able to sustain it in the long run.”

For Pascal, teaching within the programme feels like a natural next step. After years of entrepreneurship, he knows how valuable it is to have someone with experience who can think alongside you. “I know how difficult it can be to build something from the ground up. That’s why I see this as a wonderful opportunity to share my knowledge and help others move forward.”