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 Рagainst 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

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 inventively thinks about our larger ambitions."
Jorrit Kreek, founder and CEO Urban Arrow

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, Program Manager Digital Innovation nspire