Draft:One Shoe

• Comment: A lot of unsourced claims here. You can't just put a few sources at the end of the article, everything needs to be sourced. See Help:Referencing for beginners to better understand wp:inline citations for promotional claims.
  This draft is written from the viewpoint of the company, focusing on what the company says about itself. Corporate notability is based on what independent reliable sources have written about the subject.
  Not every business corporation is notable, and this draft does not establish corporate notability. You may ask for advice about corporate notability at the Teahouse.
  Thank you. Bobby Cohn 🍁 (talk) 18:54, 24 June 2026 (UTC)

---

One Shoe was a Dutch creative and digital agency based in Utrecht, the Netherlands. Founded in 2006, the agency focused on brand strategy, design, and the development of large-scale digital platforms and mobile applications. In the Netherlands, it was considered one of the first agencies to integrate advertising, brand strategy, and digital technology (such as open-source content management systems) within a single organization and created societal impact with websites like Thuisarts.nl. In 2020, the agency was acquired by the iO Group (formerly Intracto Group).

History

One Shoe was founded in 2006 by Michel van Velde and Floris Derksen. In the years that followed, the agency grew into a medium-sized digital agency with approximately 50 specialists. The agency's focus lay at the intersection of creation and open-source technologies, particularly Drupal and Laravel.

In July 2020, it was announced that One Shoe was being acquired by the fast-growing Belgian-Dutch iO Group. Following the acquisition, the agency initially continued to operate under its own name from the iO campus in Utrecht, after which the One Shoe brand name was eventually fully integrated into the iO organization.

Projects

The agency was responsible for the development of various large-scale digital platforms in the Dutch healthcare and public sectors. The agency was among the early adopters of mobile interaction in marketing, including the large-scale integration and introduction of QR codes and bluetooth marketing in public campaigns in the Netherlands.

QR code

In 2007, One Shoe introduced the QR code in the Netherlands. Together with Go-Tan, a producer of Asian food products, One Shoe introduced a QR code on the packaging of a Wok sauce. 10,000 bottles were fitted with a neck tag featuring a QR code and instructions on how to scan the code. Researched showed 1200 scans within two weeks time. One Shoe was also responsible for the first QR code on a monument in the Netherlands. Together with het Utrechts Monumentenfonds all monuments supported by het Utrechts Monumentenfonds were labeled with a QR code. The QR code led to a page where the history of the monument could be found. The first election poster with a QR code was designed by One Shoe for political party groenlinks. One Shoe also introduced QR codes on Direct Mails for PostNL.

https://bijgespijkerd.nl/mobiel/tnt-post-introduceert-qr-codes-bij-dm-mails

Bluetooth Marketing

In 2009 One Shoe was the first to expirement with Bluetooth marketing. Together with Go-Tan a promotion was broadcasted in an Albert Heijn supermarket in Den Bosch. Later, together with Toyota a promotion was broadcasted at the Auto Rai in Amsterdam.

Thuisarts.nl

The agency's most famous project is the development of Thuisarts.nl, a platform launched in 2012 on behalf of the Dutch College of General Practitioners (NHG). One Shoe was responsible for the strategy, design, and technical implementation of the platform from the start.

Thuisarts.nl grew into the most important independent source of medical information in the Netherlands. Scientific research by Nivel and Leiden University Medical Center (LUMC), among others, demonstrated that the introduction of the platform led to a direct societal impact, including a decrease of approximately 12% in the number of unnecessary visits to the general practitioner.

Other projects

In addition to Thuisarts.nl, the agency developed, among others:

Kanker.nl: A central platform for patients and their loved ones, developed in collaboration with the Dutch Cancer Society (KWF Kankerbestrijding) and the Dutch Federation of Cancer Patient Organizations (NFK).

Studiekeuze123.nl: The official independent platform for study choices in higher education, commissioned by the Ministry of Education, Culture and Science.

Awards and recognition

The agency's work has been awarded multiple times. Among other accolades, the Thuisarts.nl platform was voted Website of the Year in the Health category and overall winner by the Dutch public in 2016 and 2018. Additionally, throughout its existence, the agency has received various nominations and awards at the Dutch Interactive Awards (DIA) and international Lovie Awards.

Locations

The agency was located successively in Utrecht at Oudenoord, Wittevrouwensingel, Keizerstraat en Janskerkhof 16.