Together with design agency Addikt I repositioned car damage brand Autotaalglas in 2021. First, I went through several strategy documents that didn’t really align, nor did they adequately address the needs of the modern-day consumer. Based on these documents, and a series of interviews with the CMO and a broad group of stakeholders (Autotaalglas is a franchise brand), I formulated the Brand Fundament. Especially the brand promise and values formed the brief for a new visual identity. Subsequently Addikt developed an entirely new, fresh identity that represents the (digital) ambitions of the brand and its market.

“Wouter helped us to bring structure and consistency in the abundance of input and opinions. A crucial element in the adoption of the new identity was Wouter being able to empathise with the franchisees. Which led to a brand document that conveyed a sense of pride. Furthermore, it was a clear brand story that took away the internal resistance against change. This clarity also allowed us to consistently roll out the identity in a broad range of media. In short, thanks to Wouter, all Autotaalglas-stakeholders embraced the new brand promise relatively quickly.”
Barry Schwarz, Founder en partner Addikt