NoordWestGroep

Project: NoordWestGroep – rebranding of a Dutch labor development company Challenge: Break away from the stereotype of being patronizing or outdated. Position NoordWestGroep as a bold, inclusive force where so-called outsiders prove their strength and work ethic. My role: Brand designer & creative director — reshaping the entire brand identity, strategy, and visual system.

Logo A dynamic logo that can go in every direction. Static and strong, but with room for movement and its own will. A bold counterpart to the stereotype of labor development companies.

Color Palette Blue, yellow, white, and black. A powerful and striking combination that emphasizes the rebellious and renewing spirit of NoordWestGroep. Impossible to miss, just like NoordWestGroep.

Visual Language The imagery reflects a contrary spirit. To stick or mark something? Why not. Abstract icons, open for interpretation, with a modern and inclusive feel. A brave new perspective on what a labor development organization should look like.

Tone of Voice Rebellious, direct, and unapologetic. NoordWestGroep has an edge, doesn’t conform to norms, and speaks clearly.

Little Faces (Koppies) A visual bank made up of close-up portraits mixed with so-called “little faces.” Unconventional and quirky photography that gives NoordWestGroep its own cast of characters. By embracing humor and playfulness, the brand dares to be different and confronts prejudice head-on.

Photography The “little faces” are combined with close-up portraits and props that clarify the work activities. Poses emphasize the rebellious nature of NoordWestGroep and keep the balance between character and craft.

Aim for the Sky A recurring background of clear blue skies evokes optimism and motivation, while a grid system adds a school-like structure. When people in Steenwijkerland see a bright poster with a blue sky, they instantly know: this is NoordWestGroep.

Advertising: Bold taglines with rebellious wit, always impossible to miss.

Socials: A lively, rebellious tone that highlights employees, job opportunities, and services — building a community and proud workforce.

Merchandise: Original and stylish branded items, creating pride and connection among employees.

Website: A digital platform combining bold identity with optimism, designed for both accessibility and impact.

The process began with strategy and research to understand stereotypes around labor development. From there, we developed the full brand: logo, colors, photography, tone of voice, campaigns. Together with stakeholders, job seekers, employees, employers, and partners — the identity was refined to resonate broadly.

The result is a brand with pride, humor, and strength. No longer hidden behind clichés, but outspoken and visible. The impact: NoordWestGroep became a recognizable, positive force in Steenwijkerland. A rebellious but trustworthy organization that stands for inclusion, quality, and hard work.

We were blown away by how Roos translated our mission into a fresh and rebellious brand. She helped us break free from old stereotypes and gave our people a face to be proud of." – Marketing Manager