Solarclarity is a (B2B) distributor of solar panels and founded partly with the idealistic philosophy that installing solar panels should be made accessible for the mass – think: ‘power to the people’. The company ambitiously wants to become the best distributor of solar panels in Europe. That’s why they asked me in 2023 to reposition the brand as a true market leader. An important customer insight that emerged in the workshops, became a pillar underneath the brand strategy; the value of a carefree customer journey. An insight that fed into the brand proposition The smoothest race to the roof. This Agency and designer Ralph Booms were responsible for the creative translation into a new visual identity.

“When we started with this strategic process at Solarclarity, we had quite divergent ideas and insights about our brand. 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 and founder Solarclarity Group


Asset management company Topcapital asked me to help them with the repositioning of their online brand iBeleggen. What distinguishes both brands in their market, is the ‘slow’ investment strategy, which comes down to investing as safely and widely as possible in different international indexes. Since both brands worked with the same philosophy, my first suggestion was: why not merge your brands into a new brand? So that’s what happened. Except for the positioning, I also helped finding a new brand name, creating a visual identity (by Lowres Creative Studio) and building a digital platform (by Studio Bruikbaar). De new name is Bloei (blossom), referring to growing your wealth and the slow-investing state of mind that may lead to personal development. This all turned into the brand proposition: Groeien met geduld (growing with patience).

The journey we completed with Wouter was extremely fruitful. The brainstorm sessions stimulated creativity, brought new insights to the table and clarified our core values. Wouter’s ‘brand foundation’ also naturally led to a whole new brand and visual identity that both perfectly match with who we are. A visual identity, for that matter, that has garnered the necessary sympathy among our clients. Finally, the result has induced a process of transformation, with clear and inspiring vistas.”
Peter van der Slikke, founder Bloei

Urban Arrow

Urban Arrow designs electric cargo bikes and is quickly expanding its business around world. Since its inception, I have helped the brand with a wide variety strategic work, such writing brand and design strategies, mapping out internal processes, and product development – all through in-depth co-creation workshops. In 2022, I conducted an international qualitative and quantitative research in 4 different markets, in close collaboration with the marketing department. In 2023 this research formed the basis for the development of a new brand identity, which we created together with ad agency Dawn.

“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 both analytical and creative. So that he has much eye for detail, but also inventively thinks about our larger ambitions.”
Jorrit Kreek, founder Urban Arrow


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

Mosa Meat

Together with creative agencies Nok Nok Studio and forpeople, and a talented team from Mosa Meat, I wrote the brand strategy for Mosa Meat, a revolutionary product that can 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, CMO Mosa Meat


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