{"id":7828,"date":"2026-07-09T11:12:57","date_gmt":"2026-07-09T09:12:57","guid":{"rendered":"https:\/\/mattmo.nl\/?p=7828"},"modified":"2026-07-09T11:19:44","modified_gmt":"2026-07-09T09:19:44","slug":"one-brand-for-150-years-of-maritime-entrepreneurship","status":"publish","type":"post","link":"https:\/\/mattmo.nl\/en\/2026\/07\/one-brand-for-150-years-of-maritime-entrepreneurship\/","title":{"rendered":"One brand for 150 years of maritime entrepreneurship"},"content":{"rendered":"\n

Mattmo’s nieuwste branding case: FELISON<\/a><\/p>\n\n

An organization can grow by adding new activities. By entering new markets. By reinventing itself time and again. But do people still recognize the organization as a single brand?<\/p>\n\n

That was the challenge facing KVSA.<\/p>\n\n

For more than 150 years, KVSA has played an important role in the maritime development of IJmuiden. What began as a stevedoring company grew into an organization with ferry and cruise terminals, real estate activities, and new forms of maritime services. Each activity developed successfully, but together they made the brand less recognizable.<\/p>\n\n

At the same time, something striking occurred. Two of the most visible parts of the organization had borne the same name for years: Felison. A name that was more familiar to many travelers, customers, and partners than KVSA itself. Moreover, Felison refers to the Roman name of Velsen, making the brand deeply rooted in the history of the region.<\/p>\n\n

That insight formed the starting point for the new brand strategy.<\/p>\n\n

In plaats van een nieuw merk te introduceren, besloten we de bestaande merkwaarde te benutten, door het een logische volgende stap te geven. KVSA gaat verder als Felison.<\/p>\n\n

To this end, we also developed a new visual identity that connects the organization’s maritime origins with a contemporary look. From the logo to the website, from signage to presentations and corporate communication, every touchpoint now conveys the same feeling.<\/p>\n\n

The strongest rebranding does not start with inventing something new, but with recognizing what already has value.<\/p>\n\n

The introduction of Felison subsequently called for a carefully constructed transition. Internal communication, stakeholder management, the launch of the new website, and the introduction campaign ensured that employees, customers, and partners experienced the change as a logical continuation of an organization that has been in motion for a century and a half.<\/p>\n\n

Today, Felison has a single recognizable brand that accommodates new activities and future growth, without distancing itself from its history.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mattmo’s nieuwste branding case: FELISON An organization can grow by adding new activities. By entering new markets. By reinventing itself time and again. But do people still recognize the organization as a single brand? That was the challenge facing KVSA. For more than 150 years, KVSA has played an important role in the maritime development… → One brand for 150 years of maritime entrepreneurship<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":7677,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[204,118],"client":[202],"class_list":["post-7828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","tag-branding","tag-featured","client-felison","entry"],"_links":{"self":[{"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/posts\/7828","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/comments?post=7828"}],"version-history":[{"count":5,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/posts\/7828\/revisions"}],"predecessor-version":[{"id":7834,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/posts\/7828\/revisions\/7834"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/media\/7677"}],"wp:attachment":[{"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/media?parent=7828"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/categories?post=7828"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/tags?post=7828"},{"taxonomy":"client","embeddable":true,"href":"https:\/\/mattmo.nl\/en\/wp-json\/wp\/v2\/client?post=7828"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}