Beautiful content for everyone

Hello, hallo, and salut from a global team of engineers, designers, and problem-solvers fueled by an insatiable curiosity for beauty, technology, and craft. Whether we’re engineering AI solutions or perfecting pixels, our curiosity extends to the people we work with and the places they call home.

We help make visual content configurable—everything swappable—so brands can connect with and inspire every viewer.

“Meh”

isn't in

our vocabulary,

and our

brand principles

keep us

from ever

going there.

The Grip origin story

What started as a small design agency has become a powerful SaaS solution for enterprise-scale, AI-enabled visual content configuration.

1999

INDG is born

Fueled by their mutual obsession with beautiful design, Frans Vriesendorp and Bas Gal launched INDG as a design agency. Their first project was redesigning newspaper ads.

2002

INDG goes 3D

CGI and 3D rendering opened up new creative possibilities, and we didn’t hesitate to dive in. This shift redefined how we approached digital content, blending technology with artistry in a whole new way.

2005

An interactive coffee maker changes everything

Our first employee, a computer science student, built an interactive coffee maker using CGI and web technology. It was a small project with a big impact—it sparked a vision for making the ordinary extraordinary and showed us the potential of interactive digital experiences.

2007

We start building configurators—and never stop

INDG took on complex projects for brands like Adidas and Yamaha, creating some of our first product configurators. It wasn’t easy, but these early projects laid the foundation for what would become our expertise: automated content configuration.

2017

INDG launches Grip

With Grip, INDG took product configurators to the next level—turning them into a full-fledged SaaS platform. Now, we could tell brands, "Give us your content, and we’ll give you a configurator that fits seamlessly into your production ecosystem, generating endless high-quality visual content." From that moment on, everything changed.

2018

Grip gets into video

Grip leveled up, introducing the ability to swap products, models, and backgrounds in existing videos—bringing dynamic 3D changes to life in real-time.

2019

AI becomes part of our workflow

Before AI tools like ChatGPT and DALL·E went mainstream, we were already using AI to create environments and lighting. This early adoption pushed our content creation even further, blending automation with artistry in new ways.

2021

Remote work becomes the norm

We didn’t just adapt to remote work—we embraced it fully while creating an office people love to be in. By trusting our team to work where they thrive, we’ve built a truly flexible, global workforce that collaborates seamlessly across time zones and cultures.

A collage of INDG Grip employee images from around the world.

2022

Generative AI joins the team

We integrated generative AI into our engine—but not the unpredictable kind. Our controlled, rule-based AI ensures content remains consistently, hero-quality while generating endless variations. This shift reinforced our approach to technology-driven content production at scale.

2025

A future where is everything swappable

Our focus is clear: every element in an image or video should be swappable—products, lighting, backgrounds, even motion. What began with shoes and color changes, then expanded to props, scenes, and environments, is now moving toward full configurability—with control and consistency at the core.

What’s it like to work at Grip?

Our offices in Amsterdam and Bucharest are designed to inspire, but we fully embrace remote work—with a team that spans over 50 countries and includes various perspectives and cultures.

If you’re drawn to creative and technical challenges, professional growth, and the pursuit of excellence, you'll flourish at Grip. From engineers and AI specialists to pipeline developers, project managers, 3D artists, and template creators, our team combines a diverse range of expertise, with each member playing a crucial role in shaping the future of visual content production.

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