A Holistic Approach to Branding, Workflow, and Culture
KCAP, the esteemed urban design, architectural, and landscape architecture firm founded in 1989 by Kees Christiaanse (RIBA International Fellowship), asked to assist in repositioning and revitalising its brand by renewing its identity, empowering its ecosystem and substantially improving its team's workflows, skills, and overall performances.
Facing Challenges
Outdated brand, not reflecting innovative projects and values.
Siloed teams and hindered productivity.
Limited in fostering a culture of innovation,
Limited abilities to stay ahead of the competition.
Several unsuccessful attempts were made with brand agencies, experts, and stand-alone projects.
Results
25%increase in website traffic
20-30% reduction in workflow timelines
Upgraded visual identity
Empowered PR machine
A Holistic Approach to Branding, Workflow, and Culture
Repositioning and revitalising its brand by renewing its identity, empowering its ecosystem and overall performance.
KCAP, the esteemed urban design, architectural, and landscape architecture firm founded in 1989 by Kees Christiaanse (RIBA International Fellowship), asked to assist in repositioning and revitalising its brand by renewing its identity, empowering its ecosystem and substantially improving its team's workflows, skills, and overall performances.
A Holistic Approach to Branding, Workflow, and Culture
KCAP, the esteemed urban design, architectural, and landscape architecture firm founded in 1989 by Kees Christiaanse (RIBA International Fellowship), asked to assist in repositioning and revitalising its brand by renewing its identity, empowering its ecosystem and substantially improving its team's workflows, skills, and overall performances.
Facing Challenges
Outdated brand, not reflecting innovative projects and values.
Siloed teams and hindered productivity.
Limited in fostering a culture of innovation,
Limited abilities to stay ahead of the competition.
Several unsuccessful attempts were made with brand agencies, experts, and stand-alone projects.
Results
25% increase in website traffic
20-30% reduction in workflow timelines
Upgraded visual identity
Empowered PR machine
Client
Location
Year & Position
Status
Role
Fields of Communication
Completed Projects
Collaborators
Client
Location
Year & Position
Status
Role
Fields of Communication
Completed Projects
Collaborators
Holistic Approach
We took a holistic approach to KCAP's transformation, focusing on six key areas:
Holistic Growth Strategy Development, Performance and Workflow Optimisation, Branding, Communication and Customer Experience, Company Culture and Talent Development, and Innovation and Competitive Insights.
By doing so, we could analyse better, understand, and solve causes and reactions, as many of the challenges were connected.
Holistic Strategy
Performance and Workflow Optimisation
Brand Strategy
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
Holistic Strategy
Performance and Workflow Optimisation
Brand Strategy
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
Disciplines The Vital Role of Communication Throughout a Business
To thrive in your markets and talent recruitment and retention, it is important to focus on how you communicate with yourself, your team, and the world around you.
To ensure that you do this effectively and cover the vital business areas, we focused on branding, Inbound Marketing, Public Relations, HR and corporate Anthropology, and Career and Personal Development.
To thrive in your markets and talent recruitment and retention, it is important to focus on how you communicate with yourself, your team, and the world around you. To ensure that you do this effectively and cover the vital business areas, we focused on branding, Inbound Marketing, Public Relations, HR and corporate Anthropology, and Career and Personal Development.
Brand Strategy
We took a holistic approach to KCAP's transformation, focusing on six key areas:
Holistic Growth Strategy Development, Performance and Workflow Optimisation, Branding, Communication and Customer Experience, Company Culture and Talent Development, and Innovation and Competitive Insights.
By doing so, we could analyse better, understand, and solve causes and reactions, as many of the challenges were connected.
Working With 30 Years of Legacy
New Era, New Logo
Development & Implementation
Evaluation & Guiding
Working With 30 Years of Legacy
New Era, New Logo
Development & Implementation
Evaluation & Guiding
Facing Challenges
Outdated brand, not reflecting innovative projects and values.
Siloed teams and hindered productivity.
Limited in fostering a culture of innovation,
Limited abilities to stay ahead of the competition.
Several unsuccessful attempts were made with brand agencies, experts, and stand-alone projects.
Results
25%increase in website traffic
20-30% reduction in workflow timelines
Upgraded visual identity
Empowered PR machine
Anouk Kuitenbrouwer
Partner at KCAP
"With a keen eye for aesthetics, he has developed powerful tools such as the website and corporate identity and implemented software critical to our efficiency."
Edward Schuurmans
Partner at KCAP
"I enjoyed his analyses and insights, which he always presented with playful ease. He moved us forward effectively, naturally, and pleasantly, even when perseverance was needed."
Xavier Blarichem
Partner at KCAP
"I am very thankful to Bastiaan for his profound engagement, professional guidance, and focus on results while using a very personal and human approach."
Jeroen Dirckx
Partner at KCAP
"He informed the decision-making strategy within the partner group, allowing us to reach this milestone result enthusiastically.”
Client
Location
Year & Position
Status
Role
Fields of Communication
Completed Projects
Collaborators
Holistic Approach
We took a holistic approach to KCAP's transformation, focusing on six key areas:
Holistic Growth Strategy Development, Performance and Workflow Optimisation, Branding, Communication and Customer Experience, Company Culture and Talent Development, and Innovation and Competitive Insights.
By doing so, we could analyse better, understand, and solve causes and reactions, as many of the challenges were connected.
Holistic Strategy
Performance and Workflow Optimisation
Brand Strategy
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
Disciplines The Vital Role of Communication Throughout a Business
To thrive in your markets and talent recruitment and retention, it is important to focus on how you communicate with yourself, your team, and the world around you. To ensure that you do this effectively and cover the vital business areas, we focused on branding, Inbound Marketing, Public Relations, HR and corporate Anthropology, and Career and Personal Development.
Brand Strategy
In previous years, KCAP turned from bold and outspoken to corporate, formal, and theoretical. We focused on evoking feelings and experiences rather than just showcasing projects. The goal was to reposition KCAP as a brand led by empathy, followed by expertise and innovation, showcasing confidence, kindness, and independence.
Working With 30 Years of Legacy
New Era, New Logo
Development & Implementation
Evaluation & Guiding
"We aimed to create a graphic language for KCAP that reflects their values and vision while being contemporary, adaptable, and versatile."
Joost Grootens / Graphic Designer
"We aimed to create a graphic language for KCAP that reflects their values and vision while being contemporary, adaptable, and versatile."
Joost Grootens / Graphic Designer
Digital Engagement
Branding is all about trust, credibility, awareness, and storytelling. Gathering content, creating content, and sharing content takes a huge amount of time, but there are many elements along the road which can be improved to gain speed and invest more time in upgrading quality.
Inbound marketing shows your work and fine-tunes the ecosystem and workflow at the back end. The less time people spend on preparation, the more proactive they can be in reaching better results.
Website: Developing an Identity
Website: From Formal to User-Centric
Website: Sitemap & Custom-Made CMS
Social Media: Gain Speed and Share Stories
Client
Location
Year & Position
Status
Role
Fields of Communication
Completed Projects
Collaborators
Client
Location
Year & Position
Status
Role
Fields of Communication
Completed Projects
Collaborators
Holistic Approach
We took a holistic approach to KCAP's transformation, focusing on six key areas:
Holistic Growth Strategy Development, Performance and Workflow Optimisation, Branding, Communication and Customer Experience, Company Culture and Talent Development, and Innovation and Competitive Insights.
By doing so, we could analyse better, understand, and solve causes and reactions, as many of the challenges were connected.
Holistic Strategy
Performance and Workflow Optimisation
Brand Strategy
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
Holistic Strategy
Performance and Workflow Optimisation
Brand Strategy
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
Website before
KCAP's ambition before collaboration
Final result
The new Press Room saves PR teams time in their daily workflow as requests for publications by journalists, collaborators, or students can be redirected here.
Newsrooms provide ready-to-go publications for journalists. It's a form of extra hospitality as everything is placed in order and packages.
By optimising project documentation quality and the information-gathering flow for journalists, KCAP had more time for PR Strategies.
Together with Studio Joost Grootens, we explored what type of information KCAP wanted to share and how this should be communicated on social media while having a productive workflow.
Communication work starts with straightforward storytelling and documentation. By developing drawing styles, manuals, and optimised workflows, all outputs were created faster and in the same style as a brand signature.
Reputation Management
The new visual identity had elevated the quality level and demanded more consistency in brand expression. This included more focus on refining the tone of voice, enhancing photography and video content, and maintaining updated press contact lists.
Innovative Tools For Streamlined Workflow
Strive For High-End Publications
Implementing a Digital Press Room
Adding a Digital News Room
Improve Image Drawing Styles
Developing A New Photography Style
Developing A New Video Style
Reputation Management
The new visual identity had elevated the quality level and demanded more consistency in brand expression. This included more focus on refining the tone of voice, enhancing photography and video content, and maintaining updated press contact lists.
Innovative Tools For Streamlined Workflow
Strive For High-End Publications
Implementing a Digital Press Room
Adding a Digital News Room
Improve Image Drawing Styles
Developing A New Photography Style
Developing A New Video Style
Innovative Tools For Streamlined Workflow
Strive For High-End Publications
Implementing a Digital Press Room
Adding a Digital News Room
Improve Image Drawing Styles
Developing A New Photography Style
Developing A New Video Style
KCAP's projects are most known for their urban designs, which are next to architecture and landscape architecture. I proposed developing a video that primarily shows the atmosphere of these urban settings instead of the project itself. People first. Together with video maker Ernie Buts, I created this introductory video.
One of KCAP's most internationally known projects is developing Zurich's train station area. I proposed making a video on how people use this area and how all forms of programs, building volumes, density, expressions, and flows are connected.
The new Press Room saves PR teams time in their daily workflow as requests for publications by journalists, collaborators, or students can be redirected here.
Newsrooms provide ready-to-go publications for journalists. It's a form of extra hospitality as everything is placed in order and packages.
By raising standards and workflows, KCAP could better persuade journalists to publish their work on high-end platforms.
Company Culture & Internal Comms
Recruiting the best talent is a pivotal component of brand empowerment. After internal updates within the PR and Business Development teams, I suggested improving HR's workflow as part of the new brand positioning.
We integrated Recruitee, which transformed the recruitment process, reducing workflow inefficiencies by 30% and making applying by potential candidates much more effortless. Because of this, the HR departments of Rotterdam and Zurich have a better overview of each other’s work and possible improvements.
HR: Talent Recruitment: Automate Systems
HR: Identifying Stakeholder Needs
HR: Seamless Integration & Onboarding
CA: Bringing Difficult News
Company Culture
& Internal Comms
Recruiting the best talent is a pivotal component of brand empowerment. After internal updates within the PR and Business Development teams, I suggested improving HR's workflow as part of the new brand positioning.
We integrated Recruitee, which transformed the recruitment process, reducing workflow inefficiencies by 30% and making applying by potential candidates much more effortless. Because of this, the HR departments of Rotterdam and Zurich have a better overview of each other’s work and possible improvements.
HR: Talent Recruitment: Automate Systems
HR: Identifying Stakeholder Needs
HR: Seamless Integration & Onboarding
CA: Bringing Difficult News
HR: Talent Recruitment: Automate Systems
HR: Identifying Stakeholder Needs
HR: Seamless Integration & Onboarding
CA: Bringing Difficult News
"A new HR recruitment process and improved workflows between teams increased my work efficiency by at least 25%."
Malena Gysin / HR Manager
"A new HR recruitment process and improved workflows between teams increased my work efficiency by at least 25%."
Malena Gysin / HR Manager
"We aimed to create a graphic language for KCAP that reflects their values and vision while being contemporary, adaptable, and versatile."
Joost Grootens / Graphic Designer
The process of looking for and onboarding talent plays a huge part in nurturing your company culture. Your tone of voice, structure, application process, etc., every detail plays a role in empowering your team and reputation.
Managing all applications can take a lot of time from your teams and yourself. By streamlining this process, we improved the quality of work and the contact with those who applied.
“In his role as Director of Communications, Bastiaan was instrumental in executing KCAP’s rebrand strategy.
He led and coordinated the conception and implementation processes responsible for the current (2024) KCAP website and KCAP’s signature graphical house style, designed by Studio Joost Grootens.
He informed the decision-making strategy within the partner group, allowing us to reach this milestone result enthusiastically.
He expanded KCAP’s digital presence with his excellent team on the various social media platforms currently in use.
Working with such a motivated and inspired personality was a pleasure!”
“In his role as Director of Communications, Bastiaan was instrumental in executing KCAP’s rebrand strategy.
He led and coordinated the conception and implementation processes responsible for the current (2024) KCAP website and KCAP’s signature graphical house style, designed by Studio Joost Grootens.
He informed the decision-making strategy within the partner group, allowing us to reach this milestone result enthusiastically.
He expanded KCAP’s digital presence with his excellent team on the various social media platforms currently in use.
Working with such a motivated and inspired personality was a pleasure!”
Anouk Kuitenbrouwer
Partner at KCAP
“Bastiaan did an impressive job with the re-branding of KCAP. His approach was thorough and sincere.
He has combined the depth of our company's 30-year history, our work in different markets and our leadership by different personalities into a strong re-positioning of our brand and narrative.
With a keen eye for aesthetics, he has developed powerful tools such as the website and corporate identity and implemented software critical to our efficiency.
Bastiaan has left us with a solid foundation for future communication. Above all, he was a great colleague in the company with a keen eye for human relations and internal communication.”
Xavier Blarichem
Partner at KCAP
“KCAP is led by a team of 7 partners with very different profiles and based in multiple locations.
This is one of our key strengths but can also be challenging, and here, Bastiaan has done an incredible job as Communications Director.
He has guided and accompanied us in achieving strategic milestones for our communication, brand, and visual identity.
I am very thankful to Bastiaan for his profound engagement, professional guidance, and focus on results while using a very personal and human approach.
If you need coaching, rebranding, or help using your talents to the fullest, he is your man.”
