Track & Trace

© Jack Kruf (2019) Track & Trace [fine art print]. Breda: Open end edition.

The streets of the city are full of signs to tell us to ‘tell’ us how to navigate and where to find essential elements of the architecture how we build our communities, especially here about how to track and trace gas pipelines.. It is almost a peace of art.

Well, step back 1,3 meter from the wall and step 40 cm to the right. If you want to visit this part of the extensive underground infrastructural world of brain connections of the city –  for reason of maintenance or development – and respectively want or need to dig into the ground, you will find the gas pipeline which connects this house to the world wide network. Smart it is. Art too.

Business models

Jack Kruf

To choose, implement and communicate a business model is challenging. It can at the same time be inspirational, strategic and for business continuity necessary, with the eye on the market, the client and of course the competition. I collected some frequently used models and main techniques used at board rooms in government, business and non-profit.

In the office you can express and communicate your core philosophy and business approach with your clients, customers and guests. With that you can make a statement. All models are designed for view on trends and developments and act accordingly. Showing them will brand your company as alert and professional.

Colour management

The Pantone® colours in our design are hand-picked, corresponding with the biomes, for accurate colour management and print reproduction. Note: the colours in the slides shown here may differ from those of the actual prints.


One of the most relevant cycles in business is that of delivery, the cycle of Production-Service-Check-Improvement. It is where the place where all strategies, policies  and investments lead to the actual services. “`Customer satisfaction has to be checked and, based on this, improvements need to be made. It is the cycle where businesses are at the closest to the clients and governments to the citizens they serve. Delivery counts. It is perceived as one of the most critical ones for business continuity and customer satisfaction.


The ISO 31000 guideline is about risk management. The major steps in the process are Identify-Analyse-Evaluate-Treat. International Organization for Standardization in Geneva underlines for the long-term success of an organisation, the reliance on many things, from continually assessing and updating their offering to optimising their processes. Addressing operational continuity is key, providing a level of reassurance in terms of economic resilience, professional reputation and environmental and safety outcomes. The cycle has many variants, and depends on the school of philosophy or commercial approach.

Steering in dynamics

The Observe-Orient-Decide-Act loop shows that all decisions are based on observations of the evolving situation tempered with implicit filtering of the problem being addressed. It is about steering in, sometimes high, dynamics. The concept of OODA was developed by military strategist and United States Air Force Colonel John Boyd. He applied the concept to the combat operations process, often at the operational level during military campaigns. It is now also often applied to understand commercial operations and learning processes. The approach explains how agility can overcome raw power in dealing with human opponents.

Control and improvement

The Plan-Do-Check-Act loop is an iterative four-step management method used in business for the control and continual improvement of processes and products. The concept of PDCA is based on the scientific method. A fundamental principle here is iteration – once a hypothesis is confirmed (or negated), executing the cycle again will extend the knowledge further. Repeating the PDCA cycle can bring its users closer to the goal, usually a perfect operation and output.


Performance management is working in the cycle Plan-Develop-Perform-Review. It is an ongoing process of open communication in support of accomplishing the strategic objectives of the organisation, team or person. The communication process includes clarifying expectations, setting objectives, identifying goals, providing feedback, and reviewing results.

Public finance

The cycle of public finance, that of Tax-Budget-Spending-Accountability in fact is a simple one, but one of the most crucial ones in present approach of major social and economical challenges. Government needs tax as its basis, decides how to budget their plans, products and services, then spend the money for production, implementation and delivery and at the take accountability for this to its voters, clients and citizens. It is a cycle, that repeats itself every year, on all levels of government.


The Common Assessment Framework (CAF) is about the connection of Leadership-Resource-Process-Result. It is use as the European quality management instrument for the public sector. It is there to assist its organisations to improve their performance. This quality framework helps the organisations to perform a self-assessment, to develop an improvement plan based on this and to implement the improvement actions. The model is based on the premise that excellent results in organisational performance, citizens/customers, people and society are achieved through leadership, driving strategy and planning, people, partnerships, resources and processes.


One of the most heard and used terms in the public sector is the word strategy. In times of change it is considered as the model which shares light on the path towards the future. One of the cycles is Diagnosis-Course-Policy-Implementation. It is about the process of defining a new course, based on proper diagnosis and with the explicit purpose or at least intention to elaborate the course into policy (read: planning) and at the end implementation. Strategy can be considered as a cycle – as it has done here – but is often is used as stand-alone step on its own. The cycle has many variants, and depends on the school of philosophy.


On location

Every design is available for print. The models are designed in a consistent way, for a broad use and applicability in a wide range of dimensions, from postcard to ‘museum’ dimensions. Here you find a selection of the collection for gallery, hall, home, office, outdoor and public space. Showcasing them in rooms where clients or guests meet raises the awareness of the richness of concepts, thoughts and wisdoms.

A bath in Bath

There are cities where even the name is inclusive to its brand and gestalt. The city of Bath, Somerset, is famous for its well preserved Roman baths, which were built around 60 AD. It is a place of spa, still.

© Jack Kruf (2020) A bath in Bath [fine art print]. Breda: Private collection.
Maybe this identity has brought this city towards its present skyline. It is an unique cityscape. The contrast of more than 2000 years of history and the group of swimmers anno 2020 is caught in this one image. It are the light contrasts on this hot summer evening in the city which give the photo a special reflective flavour.


Jack Kruf

A biome can be defined (Campbell, 1996) as” a major community on earth with a predominant vegetation and adapted organisms to that particular environment.” In fact the biomes of the present world can be considered as our major natural habitats. It is where biotic and abiotic elements of the ecosystems meet. It is in fact the place where biodiversity and resilience are made and engineered (by nature).

I designed – with the golden ratio in mind – these set of biomic landscapes. The Pantone® colours are hand-picked, corresponding with the biomes, for accurate colour management and print reproduction.

For home and office

The biomes are designed for a broad use and can be printed in a wide range of dimensions, from postcard to ‘museum’ dimensions. Here you fine a selection for the application for gallery, hall, home, office, outdoor and public space. Showcasing them in rooms where people meet, raises the awareness of the treasuries of Mother Earth.

In the office you can express and communicate your core philosophy and business approach with your clients and customers. You can make a true statement with your wall-art.

My motto: “A wisdom on the wall is a window to the world”. Knowing where you are, is the first step towards proper navigation. Note: The colours in the slides may differ from those of the actual prints. Every design is available as an open edition print.

Arctic biome

The Arctic and Antarctic stretch out in the polar regions, consisting of frozen land and seas. It are unique area’s among Earth’s ecosystems, because of their cold and extreme conditions. Life includes organisms living in the ice, zooplankton and phytoplankton, fish and marine mammals, birds, land animals, plants and at the arctic also human societies. They belong to the arctic biome.

Coral reef (biome)

Coral reefs are in fact part of the marine biome, often called “rainforests of the sea”, and form some of Earth’s most diverse ecosystems. They occupy less than 0.1% of the world’s ocean area (half the area of France), yet provide a home for at least 25% of all marine species.

Desert biome

The desert is a region so arid because of little rainfall that it supports only sparse and widely spaced vegetation or no vegetation at all. It belongs to the desert biome.

Forest biome

This is a biological community that is dominated by trees and other woody vegetation. More than one half of tropical forests have already been destroyed. Only scattered remnants of original temperate forests remain. Current extensive logging in boreal forests may soon cause their disappearance. There are three major types of forests; tropical rainforest, temperate forest and boreal forest (taiga).

Freshwater biome

3% of earth’s water is freshwater and about 70% of that is sequestered in polar ice. There are wetlands inundated with water, streams and rivers with running water and ponds and lakes with accumulating water.

Grassland biome

Grasslands are characterized as lands dominated by grasses. Continental climate (hot and dry) is favourable for grasses rather than for large shrubs or trees. There are savannas, prairies and steppes.

Marine biome

The marine biome dominates the surface of the Earth, covering about three-quarters of the Earth’s surface area. The world’s oceans contain the richest diversity of species of any space on Earth. Rainwater for land areas is supplied by the evaporation of ocean waters. There are oceans, coral reefs, and estuaries.

Tundra biome

The tundra is characterized as lands with shrubby vegetation, composed of dwarf shrubs, sedges and grasses, mosses, and lichens, which is adapted to harsh conditions with an extremely cold climate. The biodiversity is low, there is poor nutrients availability and little precipitation with a short season (the Arctic summer) of growth and reproduction. There are alpine and arctic tundras.


Campbell, N. (1996) Biology 3th edn. California Menlo Park: The Benjamin/Cummings Publishing Company

Value creation

© Jack Kruf (2018) Value creation [fine art print, 1/1, sold]. Breda: Private collection.

Establishing public values is a key process in society. This is most of the time driven by non-profit organisations (orange). It is about the art of clear navigation between the system world (black) and the living world (white). Investment power (grey) is crucial, a starting point for good public governance and the creation of values.

Fifty shades of Green

© Jack Kruf (2022) Fifty shades of Green [fine art print]. Breda: Private collection.

Scotland is the place where green colours can be collected. I did. I elaborated from my 2005 notebook. An art impression of this overwhelming land of landscapes, where earth, sky, clouds and sunlight meet.


Jack Kruf (2018) Freedom [fine art print, 1/1, sold]. Poppel, Belgium: Private collection.

Freedom is one of the highest personal values. It finds its build-up (among others) in the feeling of walking in the pristine snow (white), the cloud illusions (grey), the ability to sport, dance, travel and recreate (brown) and the expression in music art and culture (yellow). A personal expression.

Wind of change

© Jack Kruf (2022) Wind of Change [fine art print]. Breda.

The wind of change can just start at one place on the chess board. It from there can influence the course and level playing field of the complete canvas of society. The chess board as a metaphor of society. The spade is formally associated with spear, leaf and shovel. We need all three.

All systemic changes started like this, with just one idea or one action at one place. This thought empowers hope for a better world. Hope is intrinsic and is about direct personal involvement (Cornel West) and “Hope is the thing with feathers” (Emily Dickinson). True change starts always somewhere.

In present times, from today on, we need change more than ever, because the direction in which we walk is not right one. UN Secretary General António Guterres even talked about hell, on the 27th (!) climate top. It is good to know “we all can make a difference”, as Obama stated several days ago.

We need all to turn the tide of loss and injustice (among others) and to keep democracy and our natural ecosystems alive and kicking. We need the spade more than ever against upcoming autocracy, populism, racism, fascism, greed and the world of denial and fake. The spade it is. A personal expression.


© Jack Kruf (2019) Crossroads [fine art print, open edition] Breda: Personal collection .

For the most of us (red) it is relevant to be able to discover our way in the world of laws, rules and regulations (taupe). It can be a dense wood where finding the forest for the trees can actually be quite challenging. Understanding the canvas is key. Having the means a constraint.

Some have a short walk in the network of paths (white), some will have a long walk needing to make the right decision at every crossroad to get access to the core of our legal system (black) that in fact rules society in general and our life in particular. A walk to just know, be informed. maybe to survive or even to be free. An art impression.

Quadruple Helix

Jack Kruf

Was het niet James Watson die ontdekte dat ons DNA in een dubbele spiraal ‘door het leven’ gaat. Spiraal in het Grieks betekent έλιξ, helix.

Een helix kan in de wereld van publieke sturing ook uit vier spiralen bestaan, op een veel hoger niveau dan dat van ons DNA. Het bestaat in de hoofden van  politici, bestuurders managers en strategen. Het is een metafoor voor optimale samenwerking tussen families van organisaties, zijnde overheid, wetenschap, onderwijs en bedrijfsleven.

© Jack Kruf (2019). Quadruple Helix [Hahnemühle certified fine art print, limited edition]. Breda: CINETONE.
Een quadruple samenwerking kan tot meerwaarde leiden in de sociale en economische ontwikkeling van steden en regio’s, zo is de gedachte. De talloze verbindingen tussen die organisaties vormen de spiralen en zorgen voor de stevigheid en samenhang. Je hebt elkaar immers nodig – op  alle niveaus en vanuit diverse geledingen – om tot succes te komen.
De organisaties in deze specifieke regio op het gebied van economische samenwerking (hét voorliggende thema in deze regio) zijn weergegeven als vlakken op een schaakbord, het canvas van gebied. Het zijn projecties van hun invloed, afgeleid van een dwarsdoorsnede (transect). De betrokkene zijn ingekleurd: overheid (blauw), bedrijfsleven (geel), onderwijs (rood) en wetenschap (groen). Wit zijn de organisaties (in dit geval 7 van de 64), die zich niet hebben gemeld voor deze samenwerking, maar een eigen koers varen.

Leaf ’68’

Can this leaf of a Lombardy poplar (Populus nigra ‘Italica’ L.) tell the story of a stage, a feeling, an age? Can it be a metaphor for actual fitness, vitality, resilience while representing the signs of life?

I found this leaf near the sacred burial place of my grandparents, where the high slender trees touch the heaven. I spend some time with it. My pencils found their way.

’68’ is a number to be respected and to be remembered. It’s delta shaped form indicates that keep learning is an important implicit message. Its fine geometric architecture also reflects the basic forms of the trees carrying the branches and leafs. In fact it showcases how nature masters its morphogenetic and physiologic plan for growth and development. A wise leaf it is.


Kruf, J.P. (2022) Leaf ’68’ [fine art print]. Breda: Private collection.

Cultural heritage

Jack Kruf

Cultural heritage is the felt DNA of society. It most of the time is a contrast where the soft and warm perspective of past days (yellow) contrasts with the hectic world of today (red). The system world of government, rules and regulations (black) is permanently felt and being omnipresent.

© Jack Kruf (2019) Cultural heritage [fine art print, 1/1, sold]. Amsterdam: Private collection.
Unexplored territories and challenges are there too, forming the new building blocks for the future of the living world (white). An art impression maybe about the actual stability of society, the relative small impact of the governing system.It is this composition that comes into my mind when society is ignited to reorient and even redesign itself when society is at the brink of rewriting and rethinking its own history, its past, with “(in my view) very limited possibilities for future. Society changes in color palette from heritage pastel yellow into dynamic chili pepper, the hot variant.


Kruf, J.P. (2019) Cultural Heritage [fine art print]. Breda: Certified Hahnemühle print.