For more than 150 years, KVSA has played an important role in the maritime development of IJmuiden. What began as a stevedoring company evolved into an organisation operating ferry and cruise terminals, real estate activities and new forms of maritime services. 
Each business developed successfully in its own right, but together they made the organisation less recognisable as one brand.

At the same time, something interesting had happened. Two of the organisation’s most visible businesses had been operating under the same name for years: Felison. A name that, for many travellers, customers and partners, had become more familiar than KVSA itself. It also refers to the Roman name for Velsen, firmly rooting the brand in the region’s history.

That insight became the starting point for the new brand strategy.
Rather than introducing a completely new brand, we chose to build on the brand equity that already existed by giving it a logical next step. KVSA continues as Felison. o support that transition, we developed a new visual identity that connects the organisation’s maritime heritage with a contemporary look and feel. From the logo to the website, from wayfinding to presentations and corporate communications, every touchpoint now expresses the same brand.

The strongest rebrands don’t begin by inventing something new. They begin by recognising what already has value.

Our Approach

The introduction of Felison required more than a new identity. It demanded a carefully managed transition. Internal communications, stakeholder engagement, the launch of the new website and the introduction campaign ensured that employees, customers and partners experienced the change not as a break with the past, but as the natural continuation of an organisation that has been evolving for more than 150 years.

Today, Felison stands as one recognisable brand, ready to support new activities and future growth, without losing sight of its history.

Het bericht Felison verscheen eerst op Mattmo Creative - Amsterdam.

To deepen the cultural relevance required for this repositioning, we started with an extensive ‘culture scan’ in Ivory Coast. We spoke to local creatives, fashion designers, photographers, furniture designers and architects and visited culturally relevant places to feel the rich Ivorian culture from within and understand the local context. This cultural insight formed the foundation for the new positioning that reflects the values ​​and aspirations of Uniwax wearers: creativity, cultural pride and “joie de vivre”.

We started with an extensive ‘culture scan’ in Ivory Coast

With these insights, a transition has been made from a product-oriented brand approach to a radical consumer-oriented approach. Within Uniwax’s marketing strategy, relevance for the consumer is now central and we are getting closer to the skin of our consumers.

We recently went to Ivory Coast again for a week for a photo and video shoot of the New Uniwax Collection 2024. With a local team we photographed at an undiscovered location in the mangrove forests – a beautiful nature where even many local Ivorians still didn’t know about it. The resulting campaign images on 50 billboards in Abidjan are right in front of the Ivorian consumer.

These typically locally designed and produced African fabrics can of course also be ordered online via the Uniwax webshop in the Netherlands. We are proud that we have been able to develop this repositioning, which brings Uniwax close to its ‘cultural root’ and forges a strong bond with its consumers in Ivory Coast, together with the Ivorian Uniwax team in Abidjan.

Het bericht Uniwax verscheen eerst op Mattmo Creative - Amsterdam.

Share scientific insights

Research results demonstrate inequality that has never been recognized before. By sharing these scientific insights with policymakers in an inspiring way, the center has the impact it wants to have.

If you want to challenge conventional thoughts, routines and assumptions, it helps if you are a strong brand.

You build a strong brand by making clear choices about what the brand is and is not. In the case of the Inequality Knowledge Center, the positive impact is self-evident, so there is no need for a clichéd representation of the problem. Don’t be rebellious either, that scares policymakers, but do keep pushing boundaries. Don’t be too formal or heavily personalized, but remain accessible. Averse to sensational content but also no strict academic reporting.

These choices have turned a diffuse brand into one that really has an impact. We are still warm about it.

You build a strong brand by making clear choices about what the brand is and is not

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Het bericht Kenniscentrum ongelijkheid (Knowledge Center Inequality) verscheen eerst op Mattmo Creative - Amsterdam.

Responsible meat production

It is obvious to position a sausage brand around craft skills, special flavor combinations, and the place where they are made. But if the founder’s goal is to increase awareness and appreciation for responsible meat production, things are different.

By being clear and honest about the moral dilemmas of eating meat, the brand has built a significant, close-knit community and even turned it into shareholders. The fact that co-founder Samuel Levi is now a book writer and columnist shows that a brand benefits from a good story.

Three friends
conquered the Netherlands
and made sausages
a cult thing

Modern, city vibe

How do you position your brand with such a vision? By clearly choosing what the brand does represent and what does not. Traditional, not artisanal. For Brandt & Levie, this does not mean a conventional butcher’s look, but a modern, city vibe. Emphasize being different from others by avoiding the mundane, but remaining authentic and approachable. And literally show that you pack a punch – with sausage.

Do you also have a story where one person’s eyebrows go down and the corners of the other’s mouth go up? Let’s make it a flaming brand.

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Het bericht Brandt & Levie verscheen eerst op Mattmo Creative - Amsterdam.

A place where companies and organizations establish themselves, where visitors can learn everything about our food in a playful way and where people live, work and come home. Here, makers, companies and organizations, from start-ups to veterans, show their food innovations to a wide audience and fruitful collaborations blossom. A place where food is central and the breathtaking nature of the Veluwe literally enters the area.

Mattmo was asked to contribute to the positioning and strategy of the area because Mattmo has a lot of experience in food and real estate development processes.

Mattmo created the strategy, visual identity with associated resources such as film, brochure, etc.

The World Food Center area is being developed by the municipality of Ede and WFC Development B.V., a collaboration between BPD (Bouwfonds Property Development), Green Real Estate B.V. and Van Wijnen Groep N.V.

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Het bericht World Food Center verscheen eerst op Mattmo Creative - Amsterdam.

Our method of building a brand always starts at the core of the brand or organization: the identity. What is the history of the brand, what are the values ​​of the organization, the association and its expressions?

What characterizes her and makes her authentic? We bring out this core and translate it into visual presentation formats. We build on what is already there, so that the positioning is rooted and ideas and solutions take hold. Appealed to our approach, the board of the Royal Hague Golf & Country Club commissioned us to provide advice on its communication and to shape the corporate identity in line with the new positioning.

To translate it into visual appearances, we started by examining the logos that have been used over the years.

In 1893, a high-quality logo was developed for the KHG&CC, the first Golf club in the Netherlands, both typographically and illustratively. At that time it was a modern logo, as evidenced by the high degree of stylization. In 1993 the club was given the designation ‘Royal’ and a crown was added to the logo. The club had now been in Wassenaar for 44 years and the ‘crescent moons’ from the Wassenaar coat of arms were added to the logo, albeit in a different position in relation to each other. All in all, it became a busy logo that, in our opinion, no longer properly represented the quality of the club. We then analyzed how the stork, the well-known symbol from the coat of arms of The Hague, has been visualized in all kinds of applications over the years.

Respect for the past and ready for the future

A logo does not stand alone. It is part of a complete corporate identity that consists of fonts, color, visual elements, photography, etc. These are applied in all visual communications, are coherent and together form a clear presentation. This was not yet the case in the KHG&CC communications. Consistently implementing the corporate identity, from menus to the website, strengthens the club’s brand and communication. The club has a beautiful course and clubhouse and Mattmo wanted to develop the same quality graphically. A quality that is timeless, respectful of the past and sustainable into the future. This has resulted in the new corporate identity of the Royal Hague, which we will implement in all communications in the near future.

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Het bericht Royal Hague Golf & Country Club verscheen eerst op Mattmo Creative - Amsterdam.

Met dit boek heeft Mattmo de prestigieuze Red Dot Award gewonnen.

Ron Gastrobar initially also swam with this current. Until he opted for a radically different approach. He gave back his Michelin stars and started Ron Gastrobar. This time not all attention is paid to the food, but to the guests. No fuss, but a warm home where excellent food and fun go hand in hand.

In terms of brand strategy, he steps out of the red ocean, full of Creator archetype brands, into a blue ocean as a Caregiver. At Ron Gastrobar, eating out is not a ceremony for the greater honor and glory of the chef, but a party where every guest feels valued and cared for. It’s his and her night.

Small dishes, huppakee, no bullshit, good food, nice music, good service.

This makes Ron Gastrobar not only a culinary destination, but also a warm, inviting experience accessible to anyone who appreciates true hospitality.

Ten years later it is still a party. How do you celebrate that, when every day is already a party? With an anniversary book that focuses on the guests. It was an honor and pleasure to produce and design this book, including fifteen photo shoots.

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Het bericht Ron Gastrobar verscheen eerst op Mattmo Creative - Amsterdam.

They work closely with Wageningen University & Research and leading food technology partners to find answers to their big question: which molecules are promising building blocks to imitate the characteristic coffee taste? They want to transform the coffee market: not better coffee, but coffee-free coffee that cannot be distinguished from the real thing. This way we can continue to enjoy our beloved coffee rituals, but without the aftertaste of deforestation.

Het bericht Northern Wonder verscheen eerst op Mattmo Creative - Amsterdam.

Cheena has her roots in Curacao. Her product consists of a tasty filling wrapped in dough, the artisanal Pastechi (pies) are delicious, they only use fresh ingredients and cook everything from raw, the dough is light and flaky, and full of flavor. Cheena is a food startup who, after her career at Jumbo, is taking the next step as an entrepreneur. Mattmo likes to support food startups that increase the diversity in the Dutch food landscape.

The filling for the Pastechi’s is slow cooked and the dough is mixed in small batches, the emphasis on quality, freshness and flavour is evident at every step, and you can taste it!

Jolly Pastechi are delicious as a snack or as a meal. They are easy to prepare, you can eat them ‘on the go’ or enjoy them with the family at the table.

Het bericht Jolly verscheen eerst op Mattmo Creative - Amsterdam.

They are involved in the purchase, (re)development and rental of a wide range of projects: from rental homes to hotels and from commercial properties to catering. Such as a high-tech data center at the Amsterdam Science Park and the Heineken Hoek at Leidseplein.

Amsterdam

Almost all of Caransa Groep’s construction projects are located in Amsterdam, the city where the company’s roots and heart lie.

Bearing in mind the ideas of Maurits (Maup) Caransa, the namesake and founder of the company, they want to make a relevant contribution to the living, residential and working environment of the city with their projects.

Caransa asked us to recalibrate and update their brand: sharpening the corporate identity and positioning in the real estate sector. This included the development of a brand strategy, creation of a visual identity and translation of this into communication tools, including the new corporate website. Innovation that matters. With this in mind, we brought out the core values of the organization in a strategy workshop: involved, inventive, versatile, independent, reliable and accessible. Based on this, the visual identity was developed, including a restyling of the logo, with respect for the past.

Het bericht Caransa verscheen eerst op Mattmo Creative - Amsterdam.

At Jeugdtandverzorging Amsterdam (JTVA) more than 80 people work, from dentists, assistants, office staff to movers of the mobile units. The dentists come to the children and work in 200 schools and with a number of mobile units in Amsterdam. They have four permanent practice locations where they receive children from 12 to 18 years old.

Jeugdtandverzorging Amsterdam (JTVA) invited Mattmo Creative to help them with a repositioning and rebranding. JTVA felt that their image was outdated and wanted a new house style and resources to become more visible and recognizable in the Amsterdam region. There are approximately 29,000 children between the ages of 4 and 18 in Amsterdam who do not go to the dentist. We do not reach a large part of our target group, why? What are we not doing well?

Strategy workshop, positioning and corporate identity development

In an intensive strategy workshop with decision makers and key persons of the JTVA organization, we addressed the issue. First of all, it was important to arrive at the uniqueness of the organization: who is JTVA, what characterizes and drives them. Together we analyzed the situation, the competitive playing field, the strengths and weaknesses of the organization, critical factors and USPs and arrived at a positioning.

In close consultation, we appointed mission, vision and strategy, the distinctiveness and the desired image, to arrive at the brand essence and core values of JTVA. We summarize these in a brand platform that also includes the brand personality.

We then analysed the corporate identity and marketing communication and the communication tools, with advice per communication tool. We analysed how the communication with the target groups went and set out the current and desired ‘touch points’ with deployed communication tools in a clear matrix. Based on all output and analyses, we arrived at a new corporate identity and communication strategy.

New corporate identity

The named brand essence and core values could now be translated into a visual identity. We advised to express the new identity in a new name, however, JTVA did not opt for this. Our challenge therefore also lay in designing a house style that reflected the values, while retaining the name.

For the visual identity, we opted for a contemporary, fresh blue colour and cool, cheerful fonts, which are playfully combined with pictograms. The new house style must appeal to parents, but especially to children aged 4 to 18 – and also to insurance companies as stakeholders. The style elements are robust and therefore make JTVA immediately recognisable as the sender, even when used as separate elements. This makes the application of the house style very flexible and versatile. In the photography style, the emphasis is on portrait photos of the JTVA team members who radiate the core values: expert, flexible, unorthodox, personal and fun. This makes the threshold for having your teeth – and especially your children’s teeth – taken care of by JTVA very low. Photography of children and young people is cheerful and reflects the multicultural composition of the target group.

Communication tools

The new house style has been developed into basic materials, such as stationery and all communication media that support the visibility of JTVA. This concerns both the interior and exterior of their locations, including facade lettering that is executed in neon and recognizable mobile treatment centers. Of course, the house style has been applied to all information media, from website to company clothing, flags and appointment cards.

After the introduction of the new house style, the first goal was to set up and make the basic process more efficient, to ensure that parents would register their children with JTVA (conversion). Then a campaign could start to recruit in the entire Amsterdam region.

The impact

Jeugdtandverzorging Amsterdam has a contemporary, fresh, eye-catching and recognizable identity with the desired look after the rebranding. The visibility and recognizability of JTVA has been greatly increased. Everything has been put in place to reach parents and children in an accessible and recognizable way and to recruit them as customers.

Het bericht Jeugdtandverzorging Amsterdam verscheen eerst op Mattmo Creative - Amsterdam.

Het bericht RICH! verscheen eerst op Mattmo Creative - Amsterdam.

De Domijnen is the new cultural company in which Museum Het Domein, the Stadsschouwburg, BiblioNova and the Euregional Historical Centre Sittard-Geleen merge.

An organisation that creates connections in the city and region and contributes to the cultural profile of the city. In De Domijnen, all art and culture disciplines work together from both the professional and amateur fields. They develop new and unique activities that we organise close to people. De Domijnen manifests itself in the capillaries of society. Mattmo has been selected to provide strategic advice on communication and to create the visual identity.

Het bericht De Domijnen verscheen eerst op Mattmo Creative - Amsterdam.

Het bericht AMARA verscheen eerst op Mattmo Creative - Amsterdam.

However, 60% of children under the age of 4, and fifteen percent of children between the ages of 4 and 17, do not visit the dentist. This results in unnoticed dental problems, which can develop into a long-term ailment. These problems are usually caused by poor eating or brushing habits.

Jeugdtandzorg Utrecht wants to make good dental care available and accessible to every child, starting with the first tooth. Without them having to miss a lot of class time. The emphasis is on prevention. They pay a lot of attention to providing information about oral care and nutrition in an expert and personal way.

The company Tand-Wiel (now Jeugdtandzorg Utrecht) approached Mattmo Creative with the aim of increasing their visibility. The number of patients was decreasing and the then 8000 children who were without adequate dental care were untraceable. The company was also aware of the highly competitive market and wanted to position itself better in schools and be more active in the outside world.

In order to create a favorable market position, we first examined the organization. We mainly looked at the current situation, the competition, strengths and weaknesses, critical factors and USPs. This led us to the brand essence and core values of JTZU. With this as a basis, the company could be positioned. After taking a look at the then corporate identity and company name of JTZU, we at Mattmo decided to give the organization a new name, namely Jeugdtandzorg Utrecht. Furthermore, a new corporate identity was created that attracts the attention of both parents and children of all ages.

In order to successfully market the new image of JTZU, a new range of communication tools has been created. Nowadays, a larger proportion of children up to 18 years of age visit JTZU for a regular dental check-up. This is due to the positive impact we have made on the target groups by creating a form of communication that is informative and appealing. More and more schools are registering with JTZU and the company is very pleased with the high number of registrations every year.

Het bericht Jeugdtandzorg Utrecht verscheen eerst op Mattmo Creative - Amsterdam.