For a social organisation that puts people first
Werkbedrijf De Binnenbaan
Role
Brand strategy, art direction & identity design
Project kick-off
Jan 2020
Go live
Mar 2020
01.-
Insight
A new beginning, a new identity
In 2020, Werkbedrijf De Binnenbaan was established as an independent organisation, following its transition from the municipality of Zoetermeer. This shift called for a clear and distinctive identity that would reflect its new position, while staying connected to its social mission. GBE developed a brand identity from the ground up to support this transition and give the organisation a strong, recognisable presence.
02.-
Solution
Designed through competition
We opened up the process — as we always do. Different teams brought in different ideas, and everyone was invited to submit a logo. By setting up a friendly competition, we push for the strongest outcome. From all submissions, we selected three clear directions and presented them to the client — shaped by multiple perspectives, refined into one identity.
03.-
Result
Built to connect, embraced by many
The result exceeded expectations and was widely embraced — by employees, the client and the target audience. The new identity is strong, socially engaged and distinctive.