Why Is WIT.agency Called WIT?

WIT, as a name, carries a simplicity that belies its layered meaning.

In Dutch, “wit” is a color — white. Pure, clean, a blank canvas. One of my favorite painters, Jan Schoonhoven, knew exactly what to do with white. Paintings such as “Fragment of R71-20, 1971” is a study in minimalism, a quiet demonstration of form and texture. To me, white isn’t empty; it’s everything waiting to be revealed.

But there’s more to WIT than color. In English, wit is the capacity for inventive thought and quick understanding; a natural aptitude for using words and ideas in an agile, clever way. Humour, yes. But also precision and insight. That’s the crux of it: seeing things that others might miss and bringing them to life with a twist of intelligence.

That’s what we do at WIT. We see what’s there — but not always obvious. And we use wit, in every sense of the word, to craft something memorable. Because the best ideas aren’t loud; they’re precise. They’re sharp. And they always have a little bit of wit.