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Sieds de Boer is a seasoned professional in the design and publishing industry, currently serving as Strategy Director at Total Design since May 2018, where expertise has been applied in developing design solutions for notable brands such as HEMA, Nationale Nederlanden (ING), KPN, De Persgroep, and the Van Gogh Museum. In addition, Sieds has been a Content Strategist and Consultant at Total Identity since 2007 and previously held roles as Publishing Manager at Wolters Kluwer from 1999 to 2006 and General Editor at Audax Media between 1998 and 1999. Sieds de Boer holds a degree from the University of Amsterdam, obtained between 1987 and 1991.