Rebranding Een Brede Blik | Romana Chiara

Rebranding for Een Brede Blik

Client

Een Brede Blik

Project type

Rebranding

Date

November 2024

Een Brede Blik has an important mission: to make the leisure sector in Rotterdam more accessible to young people in Rotterdam with an invisible disability. I had the opportunity to handle a rebranding for this fantastic mission. The foundation of Een Brede Blik's branding was in place, but it was still a bit messy and could simply be sleeker, trendier, and more fitting for the target audience.

It was my first project where I didn't have to deal with a single entrepreneur, but with an entire team. It was very educational to handle the feedback and input from various team members, and to merge this into one fitting concept and ultimate brand identity.

The everyday (wo)man

The everyday (wo)man, also known as the friend to all, is helpful, friendly, and approachable. For this archetype, everyone is equal, and quality takes precedence over quantity. The 'magician' archetype also fits well with Een Brede Blik and stands for believing in yourself; is charismatic and sees everyone's potential. Together, these archetypes are the essence of Een Brede Blik.

Informal rather than formal: Een Brede Blik's target audience consists of young people aged 18 to 30. An informal tone of voice suits this target group. In the case of the secondary target group, communication might lean more towards the formal side, depending on the type of company you are speaking to. Use emojis where appropriate and clarify pronouns on social media.

Humorous rather than serious: an overly serious tone of voice does not suit the image of Een Brede Blik. After all, the brand should not appear stiff. It is important to keep communication lighthearted. Of course, a certain degree of seriousness is important, because you do sometimes touch upon more difficult topics.

Respectful, yet also nonchalant: a respectful attitude is important to come across as professional. A nonchalant attitude may suit the target audience, but an overly nonchalant writing style or communication can detract from the important mission of Een Brede Blik.

Enthusiasm rather than factuality: Een Brede Blik must radiate friendliness and helpfulness. The passion must be evident. Een Brede Blik is run by experts by experience who have a heart for their mission.

In a world where everyone walks their own unique path, Een Brede Blik strives to make the leisure sector accessible to young people with invisible disabilities. Een Brede Blik believes that leisure time is not a luxury, but a right for everyone, regardless of their challenges.

Because the founders of Een Brede Blik are experts by experience themselves, they understand the challenges faced by the target group. This enables them to offer authentic and effective solutions. Een Brede Blik is characterized by the palpable passion and urgency of its mission.

For the target group, Een Brede Blik feels like a warm bath, where they feel heard and can be completely themselves.

Een Brede Blik believes in a society where everyone, regardless of their limitations, can fully participate in all aspects of life. Leisure time is an important part of well-being and personal growth, and the organization therefore strives for a world where this is accessible to everyone.

The concept chosen for the brand visualization is based on the core values of Een Brede Blik: strength, friendliness, and idealism. Based on the concept ideas, a combination of concept 1: 'tall as a skyscraper' and concept 3: 'Make it happen' was selected. This combination translates into the use of clean lines, clear symbolism, and bright colors, but also surprising color combinations, out-of-the-box font combinations, and gradients.

The guiding principles of Een Brede Blik:

The visual communications of Een Brede Blik take accessibility as their starting point. Visual communications must always feature clear contrast, good readability, and clear, clean symbolism.
The visual communications of Een Brede Blik must radiate strength and enthusiasm. Therefore, bright and cheerful colors should be used.
It is recommended to avoid the use of beige and pastel shades. Responding to design trends is advisable, but in moderation. By embracing current design trends, you create a connection with the target audience. However, the Een Brede Blik brand must also be timeless, so the foundation of the branding never consists of trends.

Titles & headers

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Heads

Avenir

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Body text

Avenir Light

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The result

The branding of Een Brede Blik stands out — in a way that is meaningful.
Bold colours, powerful typography, and recognizable icons combine to form a solid visual foundation for a mission that must be seen.

The concept is inspired by Rotterdam, the city where Een Brede Blik is based, as well as the idea of perspective. Therefore, I worked with 3D elements and square shapes: they refer to the city's rectangular skyline and symbolize the new perspectives the organization offers its target groups.

The colour palette is striking, yet at the same time warm and accessible. Every choice has been made with an eye for accessibility, readability, and contrast, ensuring the branding is not only visually powerful but also inclusive and inviting. This makes everyone in the target audience feel heard and seen. And that is exactly what Een Brede Blik stands for.

The new brand identity communicates energy, trust, and direction, and supports the organization's mission on both a visual and conceptual level. Every shape, color, and icon is well thought out and contributes to a brand experience that is both impactful and consistent.

I want this too!

I want this!

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