Time for the Real Work
As one of the Netherlands’ most trusted building material suppliers, Stiho has been a partner for builders for nearly a century. But even brands with deep roots need renewal. Ahead of its 100th anniversary, Stiho turned to Total Design for a new visual identity, a brand positioning and brand promise that claims her unique difference and grows her presence.
Brand Promise: Time for the Real Work
Through co-creation workshops we developed a clear and powerful brand promise: Time for the real work.
It’s a promise for builders who feel they can’t build anymore. Not easily, at least. Permits, certifications, sustainability rules, delivery hiccups, miscommunication, all of it eats into the hours meant for the real work. Stiho solves this conflict, by enabling builders to do what they love most: to let their hands speak.
More building power (Meer bouwvermogen) is how Stiho makes this possible:
– Materials, tools and advice that save time.
– Digital services that simplify.
– Logistical solutions that deliver, literally and figuratively.
– And always, practical support from people who know the job.
Where others sell products, Stiho delivers capacity, to build faster, better, sustainable and with pride.
Visual Identity: Earth, Energy and Expertise
In a market dominated by orange, blue and black, we introduced a visual language rooted in earth tones. These colours feel grounded, tactile, and familiar to builders. They echo materials like wood, cardboard, stone and steel, and communicate sustainability without saying it.
We built a modular design system based on stacked layers. It reflects how building works: combining materials, coordinating steps, creating structure. It also mirrors Stiho’s way of working, as a personal partner that supports each step of the job. Energizing builders.
Typography is bold and functional. Layouts are precise. Custom iconography supports recognition across signage, interfaces and documents.
The Stiho brand radiates strength, precision, and pride.
Its color palette is derived from Stiho’s building product categories and supported by a distinctive and recognizable icon style.
Photography: Builders First
The photography captures real hands, real tools, real pride. Always shot with care and clarity, the imagery shows builders in action and highlights the role Stiho plays in helping them move forward. Every photo complies with on-site safety standards.
We structured photography into four layers of communication:
– Touch: High-level brand stories and emotion.
– Tell: Contextual product inspiration.
– Sell: Straightforward product information.
– Service: Clear visuals of tools, delivery, and logistics.
Digital Innovation: The Stiho App
A key part of the “More Building Power” positioning is Stiho’s investment in digital services. Total Design helped to design the app and its services.
With the Stiho app, builders have 24/7 access to stock visibility, wherever they are. Materials can be ordered straight from the job site. Products are delivered on location or made ready for pickup at your chosen branch. It’s quick, easy, and completely aligned with how builders work. That’s more building power—right from your pocket.
At Stiho, you’re not a number, you’re known by name
From physical stores to digital platforms, the new Stiho identity aligns every detail of the customer experience. It’s a brand that sounds, looks and acts like a true builder’s partner: smart, strong, energizing builders to do what they love most.
Stiho. Time for the Real Work.
Do you want your brand to be recognizable as well as distinctive? Get in touch with Henriette!
- Henriette Verkerk
- Head of Branding
- (+31) 06 439 923 96
- henriette@totaldesign.com