Merken willen in één oogopslag herkenbaar zijn. Dat zien we dan ook als één van de belangrijkste doelstellingen van branding. En dan gaat om het om veel meer dan alleen logo, kleuren, typografie en stijl van fotografie.
It’s increasingly about the communication, interaction and flow of an identity, including sound. It’s all about the experience (UX) and coherence (BX). We don’t simply want to position the brand as strongly as possible. We also want to position it such that the identity contributes to the efficiency and effectiveness of the entire organisation.
Whether it’s a new brand, or an existing one that needs to be repositioned, brands want to stand out, either because they’re a market leader or because they’re a challenger. This means there is always a strategic and creative challenge; something we love. It’s no coincidence that we help create some of the market’s strongest brands, and have been doing so since 1963.
Dafang Holland Creative Village
Dafang is one of 150 traditional Chinese rural villages in Jinxi County Municipality in southeastern China. As in many places in the world, the countryside in China is facing a population decline. China is making an enormous effort to revitalize its deserted countryside. The stimulation of rural tourism has an important place in this effort. In this context, Jinxi County council has asked the Dutch IVEM to transform one of its villages into a tourist attraction where the younger generation of Chinese urbanites would like to visit. IVEM chose Total Design to design the village’s new visual identity.
Utrecht Marketing needed a new corporate identity, a further development of the style that we already developed in 2009. The corporate identity had to be renewed because the playing field in which Utrecht Marketing finds itself has become increasingly international. The objective of Utrecht Marketing is to stimulate economic growth and strengthen the substantive values of the city brand. This means that the new corporate identity is not only aimed at residents and visitors, but also at (international) companies and talent.
As of 2021, The Royal Epilepsy Fund and De Epilepsie Vereniging join forces as one team: EpilesieNL. It’s the perfect time for a completely new and unique branding and marketing approach. The aim of the merger is to maximise research, recruitment and communication, and bring people together. One in 100 people has one of the 2,500 types of epilepsy. Seizures are brought on by a sudden, temporary disruption of the electrical activity in the brain.
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