Opening a dialogue for a consultancy firm by turning change into connection

Changes are exciting. Even for an organisation that is actively involved in change management. To steer an identity change in the right direction within a company, personal contact is essential. Both SeederDeBoer and Autobahn believe in meaningful personal relationships. Connecting with people through genuine interest. So when at the start of our journey, we wanted to get to know the people within SeederDeBoer and have handwritten letters to all 120 employees.

In these letters, we asked them to participate in a thought experiment and thus outlining the company's strengths and weaknesses. This approach ensured that everyone in the company was aware of the upcoming changes and ensured employee engagement. The feedback formed a solid basis for research and gave us a good picture of the temperature within all layers of the company.

Everything has its time. All organisations change. We change, you change. And every change asks the same question: how do you stay close to yourself and at the same time not too far from others?

When we started analysing change, we found that the Dutch verb verandert (change) also contains the word verder (further): verandert. This insight led to the drafting of a brand manifesto. This play of words is a short, poetic story from which words, sentences and paragraphs are used as building blocks to create the visual identity and other means of communication.

Making a meaningful connection with the next generation of employees requires a new view of the environment. At SeederDeBoer, employees search for themselves like no other. Every day, they discover who they are and what they do. But above all what their purpose is. For others, for customers. In this way, people at SeederDeboer can purposefully grow together.

This brand story is contained in the SeederDeBoer website and other assets. In addition to general information for C-level executives, the flow is structured in such a way that applicants can easily find their way to vacancies and application conditions. Social media and the CRM system are designed to offer visitors a seamless experience across multiple platforms and media.

The visual identity of SeederDeBoer is based on three principles: freedom, dynamic and reflection. It has a strong communicative effect through a recognisable symbol and the freedom it offers in application. The identity is dynamic and responds to the environment in which it moves. And also it invites makers to take an active and inquisitive attitude in communication and design. Reflection is central in both image and language. It challenges users to think. It tantalizes and is intuitive. But always from the human perspective.

SeederDeBoer's visual identity gives meaning to its environment. Context completes the logo: it takes advantage of its changing environment to make it come alive. Reflection challenges the viewer to look further. By mirroring over several axes, we see multiple sides of the same picture. It is not always immediately visible, but it can be subtly felt.

This creates a rich visual identity that opens a dialogue with people. And turns change into connection. Every time again.