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About Mutant

Are you more of a read the book or type of person?

Mutant™ is an independent creative studio creating culturally relevant brands on behalf of clients and itself.

We prioritize concrete strategic thinking and combine that with skilled makers, producing anything from advertising campaigns to long form content to digital services and physical products.


Mutant™ was founded on January 1st, 2019 by Odin Saillé and Maarten De Cuyper.

Odin Saillé

Creative director
  • 2019

    Co-founder @ Mutant (Antwerp)

  • 2015 – 2018

    Creative Director @ DDB (Brussels)

  • 2013 – 2015

    Creative Director @ Boondoggle (Leuven)

  • 2011 – 2013

    Art Director @ Boondoggle (Amsterdam)

  • 2010 – 2011

    Art Director @ Satisfaction (Brussels)

  • 2009 – 2010

    Art Director @ Base Design (New York)


  • Recognition


  • 2019

    Board Member @ Creative Belgium

  • 2020

    Belgian Agency of the Year @ TopFICE

  • 2019

    2019, Best Newcomer Agency @ Belgian Agency of the year

  • 2017

    Belgian Agency of the year @ Creative Belgium Awards

  • 2016

    Belgian Agency of the year @ Creative Belgium Awards

  • 2016

    Belgian Agency of the year @ Merit Awards

  • 2016

    Digital Agency of the year @ IAB Mixx Awards

  • 2011

    Dutch Digital Agency of the year @ SPIN Awards

Maarten De Cuyper

Business director
  • 2019

    Co-founder @ Mutant (Antwerp)

  • 2016

    Co-founder @ Wonderweekend (Meise)

  • 2014 – 2019

    Advisory Board Member @ Hashtag (Lint)

  • 2011 – 2017

    Co-founder & CEO @ Elegant (Vilvoorde)

  • 2008 – 2017

    Co-founder @ GreenFever (Vilvoorde)

  • 2003 – 2007

    Business Director @ Boondoggle (Leuven)


  • Not really an ad man


  • In 2012, the Belgian energy market is largely dominated by the big incumbents Electrabel and Luminus. For consumers, there is little reason to change. Nevertheless, Maarten and a college friend, decide to launch Elegant: a local, green energy supplier.

  • Elegant enters the market with an innovative story, a challenging tone of voice and a contemporary branding – unseen in its category. In no time, 125.000 families decided to switch to Elegant.

  • With Mutant, Maarten uses his hands-on experience as an entrepreneur and brand builder to help other brands.

Brands only exist in the human psyche. So to be able to build them successfully, a thorough understanding of how the human mind works is essential.

And the human mind needs tension.

We’re drawn to others and to brands out of unfulfilled needs and desires. But as in all things human, the way we want them to be fulfilled is delightfully paradoxal.

The most fruitful relationships are built in the area where counterparts co-exist. Where there’s tension between safety and risk, affection and absence, high and low, old and new, fact and intuition. Without tension, any relationship becomes a sexless marriage. And who’s here for that?

We’re experts at taking complex input and creating smart structures that allow established, new or owned brands to grow.

Our internal structure follows suit, a tension between the sharpest minds and interdisciplinary makers.

Brand strategy

We believe brand chemistry is built on tension. We have our own model to identify what exactly drives people to your brand. We will mine and use those insights to our advantage in order to develop a contemporary, durable and usable brand platform.

Creative development

The proof is in the pudding they say. We bring brand strategies to life in the most contemporary and thought provoking way possible. We live in a digital era where an image truly says more than a thousand words and that’s how we approach our output.

Connection Planning

You can’t see the magic if you don’t know about the show. Connection planning is an integral part of the strategic process, resulting in a clear targeting approach, useful insights from available data, and realistic customer journey mapping.


Every brand has identity, few have personality. To stand a chance of being noticed —let alone remembered— in today’s visual maelstrom your brand needs to communicate in a distinct, consistent and flexible graphical language. Our intrinsic passion for the design process and visual culture ensures your brand stands out with what it stands for.

Digital design & development

We love to explore and push the limits and boundaries of all things digital. Since you might be somewhat more risk-averse, we also take care of the development for you.

Experience design

There’s an ongoing, fundamental shift from the material to the experiential. Mutant embraces this evolution and designs memorable experiences with a focus on cultural relevance.


Mutant keeps its finger on the pulse of the global creative scene. We actively and generously share these insights with anyone looking for new inspiration.