Total Identity and KoeweidenPostma join forces to create Total Design

The new agency emphasizes on design as a ‘total approach’

From 15 May, Total Identity, Totalactive Media and Koeweiden Postma will join forces to create Total Design. Total Design focuses on integral design solutions for business and government and with a strong social signature.

Martijn Arts: “Total design has never been as relevant as it now is. That applies for the brand name and certainly also for total design as a vision.”

In recent years the term design has taken on a much broader meaning. Design from a total approach, with the end user as the starting point and coverage of the full breadth of brand manifestation. Total Design employs 60 professionals; designers, developers, engineers, copywriters, strategists, analysts and psychologists, who help organisations discover their own strength and progress to be successful and create added value. For people and brands. Just like then…

Total Design was established back in 1963. The agency then went on to position the Netherlands on the international map with Dutch Design, with designs such as the signposting at Schiphol, the marketing of the Stedelijk Museum Amsterdam, the cijferpostzegels of PTT Post, the national phonebook and the logo and house style for Randstad.

Hugo van den Bos: “Independent action and thinking, which characterises Total Design, has once again become extremely important both as a culture and in order to achieve integral and surprising solutions.”

The new focus that owner Harry Smeets has added to the agency is the approach of design as economic value. Entrepreneur and business economist Smeets took up his position as CEO in February of this year. Prior to that he has made a success of various business, including the NEROC Group and Axa Stenman. At Axa Stenman he embedded design strategically to create value. Smeets: “That was an eye opener for me. Our new pay off is indeed: designing value for brands.”

The Total Design stakeholders are Harry Smeets, Hugo van den Bos (strategy director, Koeweiden Postma) and Martijn Arts (strategy director, Totalactive Media).

From 2000- 2017 the agency was known under the name of Total Identity. In that period the agency established a significant growth.

Total Design currently works for clients such as De Persgroep, ABU, Nationale Nederlanden, Océ, GustoMSC, Dynniq, GrowWork, the Municipalities of Utrecht, Rotterdam and Amsterdam, various government ministries, TU Eindhoven, the VU, Tergooi Hospital, NPO, the Heart Foundation and Sanquin.

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