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, oprichter Less en Sr Digital & Ecommerce Manager Unilever
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; formulating a brand book and a design guide, building a content strategy and optimizing the internal design process. All of these efforts will help Urban Arrow to follow a clear strategic course, create an unambiguous product portfolio and build a brand with a strong, consistent identity.
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 never loses the bigger picture out of sight.
Jorrit Kreek, founder en CEO Urban Arrow
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 en CEO Nature Lab
.nspire is an entirely new mobile content platform that offers inspiration for those who want to go out. Before it went in beta in 2018 I organized a strategic pressure cooker for abroad team of digital professionals. It was to collect all the relevant knowledge and align the entire team. Subsequently I wrote a brand document to give the brand hands and feet, and briefed those who created the visual identity and advertising 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
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Also by Wouter Boon