It’s always a good time

When you move to a new house you paint the walls, you may remodel the kitchen and you furnish everything to make sure that your house becomes a home. Once you live in your new home, from time to time you open all the windows to let in some fresh air or give a wall a different color. After a while, if you have accumulated too much stuff you do a Marie Kondo.

With a brand, it’s not much different. Most people do think about their brand identity when starting a business or organization. But there are many more times in the life of a brand when it is necessary and useful to look at it again with fresh eyes. If you maintain your brand regularly, it will remain a good fit to what you do and it will remain relevant to your customers or users.

Brand Strategy
Brand Identity
Workshops
2019-present

It’s always a good time

When you move to a new house you paint the walls, you may remodel the kitchen and you furnish everything to make sure that your house becomes a home. Once you live in your new home, from time to time you open all the windows to let in some fresh air or give a wall a different color. After a while, if you have accumulated too much stuff you do a Marie Kondo.

With a brand, it’s not much different. Most people do think about their brand identity when starting a business or organization. But there are many more times in the life of a brand when it is necessary and useful to look at it again with fresh eyes. If you maintain your brand regularly, it will remain a good fit to what you do and it will remain relevant to your customers or users.

Brand Strategy
Brand Identity
Workshops
2019-present

Four reasons for a brand workshop

A new start for KVAN

KVAN, the Royal Association of the Netherlands Archive Sector, was formed in late 2020 from a merger. The new organization needs a fitting visual identity and a clear message to tell members and prospective members what it has to offer.

Taking decisions
There had been a lot of talk, but it was time to make take some decisions. APPR, The Branch Office, asked me to develop an online workshop for KVAN’s board plus several key stakeholders. Together we evaluated everything that had already been discussed and researched about the brand and made choices. We sharpened the brand strategy. We looked at key messages for all audiences. And we created a digital mood board together to explore the desired visual look.

Months of discussions reduced to some clear choices in a few hours. A designer can now design a fitting visual identity and the website. And KVAN can move on.

New target groups for Silbersee

Silbersee, a company under the artistic direction of opera singer Romain Bisschoff, creates performances on current themes together with other makers. Silbersee wants to reach a younger audience with these performances. But they are in competition with many other cultural events. So it is important to make it very clear what makes Silbersee so special and why you really should come to listen and watch.

A shared vision
In the summer of 2021, we worked together in an in-depth two-day workshop with the entire company to develop a shared vision of what Silbersee really is and what its goals are. In a farm barn in the countryside we discussed the brand identity and communication with different audiences. And together we created an inspiring manifesto befitting such an artistic and activist organization. Afterwards Silbersee elaborated on this with a copywriter so that it is now immediately clear to everyone what they are and what they do.

Should you name opera or not? Opera has an elitist sound and what Silbersee does is not traditional opera either. We ended up with ‘rooted in opera’. A beautiful earthy word that fits Silbersee.

Engaging all employees in a changed Allard Pierson

Mergers are never easy. People who have worked somewhere for years suddenly have to identify with a new organization. Easier for some than others. Since the beginning of 2019, the Allard Pierson Museum and the Special Collections of the University of Amsterdam have continued together under the name ‘Allard Pierson’: the museum and knowledge institute for the university’s heritage collections.

A joint manifesto
A workshop actively engaged about 50 employees in the new brand. They worked in groups on the messages of the new Allard Pierson brand for different target groups. We then worked on a joint manifesto for the Allard Pierson. After the workshop, the manifesto was developed by a copywriter and by design firm Thonik into an inspiring video about the new Allard Pierson. Which, as befits true scientists, did not become very short, but is balanced.

Afterwards, 80% of the employees indicated in an anonymous survey that they found it meaningful to be involved with the new brand in this way.

Clearing sub-brands of LCG

Many companies that grow rapidly suddenly find themselves looking at a jumble of brands and sub-styles after a few years. So did LCG, Lean Consultancy Group. Now that the company had plans to expand abroad, it was time to take a critical look at this organically grown structure.

First, a clear picture of LCG and its surroundings
First, we needed to have a clear picture of the LCG brand and all its products and services. Only then can we start making choices for brand architecture. In a workshop in 2019, we explored the environment in which LCG operates and we explored their own brand identity. We determined mission, vision, brand essence, values and brand promises. And we looked at the messages from the brand for all audiences.

In a second session, we discussed brand architecture using a number of scenarios. The advantages and disadvantages of each scenario were discussed. Thus LCG was finally able to make an informed choice for a monolithic brand. This allows all energy and budget to be invested in one brand whose activities reinforce one another.

By visualizing different scenarios for brand architecture, the consequences of the choices you make are immediately clear. Because every choice has its pros and cons.