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 document. Especially the brand promise and values (together with the sub values and design fundamentals) 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


Solarclarity is an international distributor of sustainable energy systems. In 2013 it introduced solar panel brand Denim Solar to the market, as an alternative for solar panels from China, that were all very similar. The brand, however, was never really positioned, which is why Solarclarity asked me in 2020 to write the brand’s strategy. With a step-by-step plan and a core team of stakeholders, I conducted research, did interviews, lead a strategic workshop – during which we filled out my 3P strategy canvas – and eventually delivered a brand document. Advertising agency This Agency, closely involved during the entire process, translated the brand document into a colourful visual identity and campaign, that revolved around the promise ‘Solar simply sorted’.

"When we started with this strategic process at Solarclarity, we had quite divergent ideas and insights about Denim Solar. What's more, in our market an elaborate brand strategy is a rarity. Wouter was able to get us aligned, which enabled us to make clear choices that we otherwise wouldn't have been able to make. He was the catalyst that allowed us to develop a unique brand strategy."
Peter Desmet, CEO & Founder Solarclarity


Together with creative agencies Nok Nok Studio and forpeople, and a talented team from Mosa Meat, I had the honour to write the brand strategy for Mosa Meat, a revolutionary product that is able to largely replace the existing meat industry. Mosa Meat’s groundbreaking product, lab-grown meat, was jointly-invented and developed by professor vascular physiology Mark Post of the University of Maastricht. I organized a series of strategic workshops, wrote a brand document, a design brief and rationale, to define all the ins and outs of this ambitious brand.

Wouter has laid the strategic foundation for our brand. I an early stage he organized the workshops in which some crucial elements were uncovered that we still use today. “Trust the process” Wouter said. And he was right about that. The process was diamond-shaped, which allowed us to first go deep and broad and subsequently forced us to make choices and become more specific. That is extremely valuable for a brand that is still in the exploring stage of its existence.
Tim van de Rijdt, Chief Business Officer, Mosa Meat

Urban Arrow

Urban Arrow designs electric cargo bikes and is quickly expanding its business around world. That’s why I was able to help this relatively young company with a wide variety strategic work (mostly together with Tactics Design); formulating a brand and design guide, mapping out the ideal design process, and formulating a product roadmap. All of these products have helped Urban Arrow to follow a clear strategic course, create a focused product portfolio and build a brand with a strong, consistent identity. And by having sourced all the input through workshops, the output of my work is broadly supported within the organization.

"Wouter has contributed significantly to the process of maturing our brand. On many different levels. The most important one is helping us to formulate a clear brand vision. One of the things that makes Wouter a strong brand strategist is that he is analytical and creative at the same time. So that he has much eye for detail, but also from a helicopter view thinks about our larger ambitions."
Jorrit Kreek, founder and CEO Urban Arrow


Pricewise owns different online brands that help consumers compare products and services. Through a portfolio-workshop and with all the relevant internal stakeholders, such as a digital designer, the client services manager and the CMO, I helped to position the different brands – against two essential market insights. This was the basis for a brand document with a number of archetypical persona’s, matched with the different Pricewise brands. This project formed the basis for business development and the brief for a set of new visual identities and websites.

"Together with Wouter we have put together our brand-puzzle. Wouter asks the right questions. Eliminates noise. And brings things back to their essence. Wouter positions brands unambiguously and dares to think in extremes. But he is also a sharp thinker when it comes to detail. Quite pleasurable and insightful."
Giscard Monod de Froideville, CMO Pricewise


In 2018 Unilever launched a new detergent; Less. As the name suggests the brand focuses on using less detergent. Less was developed for online retail only and grown within a startup. To establish the customer needs and insights, I initiated the process with qualitative research. The output of this research formed the foundation for my brand document.

"One of the reasons why we wanted to collaborate with Wouter is that he not just understands how to position brands, but can also think from a businessmodel perspective. That's how, together with his qualitative research, his brand document drew out a comprehensive and inspiring picture of our market and brand."
Eric Smeding, founder Less and Sr Digital & Ecommerce Manager Unilever

Nature Lab

Nature Lab organizes leaderships and transformational programs for managers to embed sustainability in their respective organisations. The consultancy asked me to reformulate its business and brand strategy aptly and concisely and position them sharply and with a new visual identity.

"In a very constructive way Wouter has helped me to think critically about Nature Lab's strategic and business course. On top of that, he put it on paper in a refreshing way, so that it formed the right starting point for more focus and a new visual identity."
Jasper Folmer, founder and CEO Nature Lab


In 2018 ‘nspire’, a brand new mobile content platform built by KPN, went in beta. It offered suggestions for one’s leisure time (restaurants, movies, books, events, etc). Before the launch I organized a strategic pressure cooker with a broad team of digital and business professionals to collect the input for a visual identity and align everyone in the same direction. Subsequently I wrote a brand document that formed the starting point for the visual identity and online campaign.

"Within a short period of time Wouter organized a workshop in which he very effectively discussed strategy with us, and thus deepened and sharpened our brand knowledge. The brand document that came out of it, helped us tremendously in positioning our brand and briefing other parties - both internally and externally - to further develop it."
Jeroen Zijerveld, strategist KPN