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).

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.

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.

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.

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.

“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.”