Avant Gardener Profile: Annelies Deleu
Meet Annelies Deleu, 33-year-old creative professional living in the Belgian countryside near Ghent. She runs a branding studio and offers creative coaching for entrepreneurs. Her journey began in digital design, leading to a master's in strategic communications and eventually her own agency. With a deep-rooted love for nature, she transformed her garden into a vibrant space that feeds both her home and creativity. Inspired by modern horticulturists, she values patience and observation, integrating these lessons into her life and work. Her favourite motto, "Curiosity can transform a discussion into a conversation," guides her approach to meaningful exchanges.
Let's start with a simple introduction. Could you tell us a bit about yourself, what you do, and where you call home?
Sure! I'm 33 years old and live in a beautiful countryside area near Ghent, Belgium. I share a mid-century bungalow with my boyfriend and our adopted Bernese Mountain Dog and cat. I run my own branding studio, focusing on brand experience, and also offer creative coaching for entrepreneurs.
How did you get into design, and how long have you had your agency?
I started studying digital design about 12 or 13 years ago, focusing on web and application design. My first internship was as a Drupal developer, but I quickly realised that wasn't for me. I was inspired by the creative directors at the advertising agency I interned at and decided to pursue strategic communications, eventually earning a master's degree in the field. I worked in advertising and brand development before starting my own agency, which allowed me to combine my skills in design, branding, and communication.
That's quite a journey! How would you describe your relationship with plants and the natural world?
I grew up in a rural area with a strong gardening culture. My mom had an English cottage garden, and my grandfather had multiple vegetable gardens and a strawberry field. As a child, I spent weekends gardening, but like many teenagers, I drifted away from it in my early twenties. Around 26 or 27, I started craving space and nature again, leading to a three-month trip to California and Oregon, where I rediscovered my love for the outdoors. Now, I prefer living in the peace of the countryside and visiting the city when needed.
Sure! I'm 33 years old and live in a beautiful countryside area near Ghent, Belgium. I share a mid-century bungalow with my boyfriend and our adopted Bernese Mountain Dog and cat. I run my own branding studio, focusing on brand experience, and also offer creative coaching for entrepreneurs.
How did you get into design, and how long have you had your agency?
I started studying digital design about 12 or 13 years ago, focusing on web and application design. My first internship was as a Drupal developer, but I quickly realised that wasn't for me. I was inspired by the creative directors at the advertising agency I interned at and decided to pursue strategic communications, eventually earning a master's degree in the field. I worked in advertising and brand development before starting my own agency, which allowed me to combine my skills in design, branding, and communication.
That's quite a journey! How would you describe your relationship with plants and the natural world?
I grew up in a rural area with a strong gardening culture. My mom had an English cottage garden, and my grandfather had multiple vegetable gardens and a strawberry field. As a child, I spent weekends gardening, but like many teenagers, I drifted away from it in my early twenties. Around 26 or 27, I started craving space and nature again, leading to a three-month trip to California and Oregon, where I rediscovered my love for the outdoors. Now, I prefer living in the peace of the countryside and visiting the city when needed.
Do you have any particularly meaningful experiences with plants or green spaces?
Yes, one memorable experience was visiting Sissinghurst Castle Garden in England as a child. They had mirrors in the trees, creating a magical, reflective light. It reminded me of "The Secret Garden" movie, which I loved. This visit sparked my fascination with the magical, fairy-tale aspect of gardens and the folklore surrounding them.
How do plants play a role in your daily life now?
I moved to my current home three years ago and have been transforming the garden, which was mostly shrubs, into a vibrant vegetable and flower garden. I have six raised beds and flower fields for cut flowers. My boyfriend, a chef with an organic butcher shop, and I often harvest fresh produce from the garden for our meals. In winter, I spend time painting and taking gardening courses, always planning for the next season.
Do you incorporate plants and nature into your home?
Absolutely. In summer, I have bouquets on every surface. Our living room is painted dark green to create a cosy atmosphere, especially in winter. The vegetable garden supplies fresh ingredients for our meals, making our home feel connected to nature.
Yes, one memorable experience was visiting Sissinghurst Castle Garden in England as a child. They had mirrors in the trees, creating a magical, reflective light. It reminded me of "The Secret Garden" movie, which I loved. This visit sparked my fascination with the magical, fairy-tale aspect of gardens and the folklore surrounding them.
How do plants play a role in your daily life now?
I moved to my current home three years ago and have been transforming the garden, which was mostly shrubs, into a vibrant vegetable and flower garden. I have six raised beds and flower fields for cut flowers. My boyfriend, a chef with an organic butcher shop, and I often harvest fresh produce from the garden for our meals. In winter, I spend time painting and taking gardening courses, always planning for the next season.
Do you incorporate plants and nature into your home?
Absolutely. In summer, I have bouquets on every surface. Our living room is painted dark green to create a cosy atmosphere, especially in winter. The vegetable garden supplies fresh ingredients for our meals, making our home feel connected to nature.
Is there a person alive today that you admire or look up to?
I admire Piet Oudolf and Dan Pearson for their modern approach to horticulture. Unlike the traditional method of controlling nature, they promote a holistic symbiosis with the environment. They view us as custodians of the Earth, actively working to improve it.
Do you have any wider beliefs or personal values influenced by your relationship with plants?
Gardening teaches me patience and the art of letting go. It also helps me reflect on what I truly want versus what I think I need. This approach influences my design work, making me a more mindful and observant creator.
Do you have a routine for caring for your garden?
In spring and summer, I start my day with a coffee and a garden tour, often accompanied by my cat. I focus on minimal disturbance methods, creating healthy soil with wool and hay from local farms. My goal is to create a self-sustaining ecosystem.
I admire Piet Oudolf and Dan Pearson for their modern approach to horticulture. Unlike the traditional method of controlling nature, they promote a holistic symbiosis with the environment. They view us as custodians of the Earth, actively working to improve it.
Do you have any wider beliefs or personal values influenced by your relationship with plants?
Gardening teaches me patience and the art of letting go. It also helps me reflect on what I truly want versus what I think I need. This approach influences my design work, making me a more mindful and observant creator.
Do you have a routine for caring for your garden?
In spring and summer, I start my day with a coffee and a garden tour, often accompanied by my cat. I focus on minimal disturbance methods, creating healthy soil with wool and hay from local farms. My goal is to create a self-sustaining ecosystem.
Have you learned any life lessons from your plants?
Yes, gardening teaches me not to force things and to appreciate resilience. It also enhances my observational skills, which are crucial for my design work. Taking time to notice the details in plants inspires my creativity.
Do you have a motto or phrase that you live by?
One of my favourite sayings is, "Curiosity can transform a discussion into a conversation." It reminds me to stay open-minded and genuinely interested in others' perspectives, fostering meaningful exchanges and mutual understanding.
Yes, gardening teaches me not to force things and to appreciate resilience. It also enhances my observational skills, which are crucial for my design work. Taking time to notice the details in plants inspires my creativity.
Do you have a motto or phrase that you live by?
One of my favourite sayings is, "Curiosity can transform a discussion into a conversation." It reminds me to stay open-minded and genuinely interested in others' perspectives, fostering meaningful exchanges and mutual understanding.
