Repositioning KCAP
Under Growth Pressure
Structural Recalibration Across Brand, Workflow, Communication, And Culture.
Repositioning KCAP
Under Growth Pressure
Structural Recalibration Across Brand, Workflow, Communication, And Culture.
KCAP is an internationally operating architecture and urban planning firm with over 100 employees across multiple offices. During a period of growth, complexity increased faster than alignment. The organisation required structural clarity to sustain performance at scale.
The assignment began with a full-system observation. Brand expression, internal communication, workflow logic, HR processes, and PR output were deeply interconnected. The objective was to strengthen the entire performance architecture rather than adjust isolated parts.
Growth had introduced fragmentation. Teams operated in silos. Decision-making slowed. Brand expression lacked consistency across offices. Internal processes absorbed energy that should have been directed toward creative work.
Growth had introduced fragmentation. Teams operated in silos. Decision-making slowed.
Brand expression lacked consistency across offices. Internal processes absorbed energy that should have been directed toward creative work.
Development of a new visual identity
Empowered PR machine and teams
25% increase in website traffic
20-30% reduction in workflow timelines
KCAP is an internationally operating architecture and urban planning firm with over 100 employees across multiple offices. During a period of growth, complexity increased faster than alignment. The organisation required structural clarity to sustain performance at scale.
Working With 30 Years of Legacy
Development & Implementation
Repositioning KCAP
The assignment began with a full-system observation. Brand expression, internal communication, workflow logic, HR processes, and PR output were deeply interconnected. The objective was to strengthen the entire performance architecture rather than adjust isolated parts.
The assignment began with a full-system observation. Brand expression, internal communication, workflow logic, HR processes, and PR output were deeply interconnected. The objective was to strengthen the entire performance architecture rather than adjust isolated parts.
Challenges
Growth had introduced fragmentation. Teams operated in silos. Decision-making slowed.
Brand expression lacked consistency across offices. Internal processes absorbed energy that should have been directed toward creative work.
Growth had introduced fragmentation. Teams operated in silos. Decision-making slowed. Brand expression lacked consistency across offices. Internal processes absorbed energy that should have been directed toward creative work.
Results
Development of a new visual identity
Empowered PR machine and teams
25% increase in website traffic
20-30% reduction in workflow timelines
Development of a new visual identity
Empowered PR machine and teams
25% increase in website traffic
20-30% reduction in workflow timelines
Performance and Workflow Optimisation
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
KCAP is an internationally operating architecture and urban planning firm with over 100 employees across multiple offices. During a period of growth, complexity increased faster than alignment. The organisation required structural clarity to sustain performance at scale.
"I am very thankful to Bastiaan for his profound engagement, professional guidance, and focus on results while using a very personal and human approach."
"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."
"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."
"He informed the decision-making strategy within the partner group, allowing us to reach this milestone result enthusiastically.”
Six interconnected domains were recalibrated: Growth Strategy, Workflow Optimisation, Brand Strategy,
Communication & Customer Experience, Company Culture & Talent Development, and Competitive Positioning.
Each intervention was designed to reduce friction and strengthen structural coherence.
Six domains were recalibrated: Growth Strategy, Workflow Optimisation, Brand Strategy, Communication & Customer Experience, Company Culture & Talent Development, and Competitive Positioning. Each intervention was designed to reduce friction and strengthen structural coherence.
Performance and Workflow Optimisation
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
KCAP’s visual and verbal identity required renewed precision.
Together with Studio Joost Grootens, a refined identity system was developed — including logo, typography, and presentation logic.
The focus extended beyond aesthetics to implementation standards, ensuring consistency across offices and disciplines.
KCAP’s visual and verbal identity required renewed precision.
Together with Studio Joost Grootens, a refined identity system was developed, including logo, typography, and presentation logic. The focus extended beyond aesthetics to implementation standards, ensuring consistency across offices and disciplines.
Website: Developing an Identity
Website: From Formal to User-Centric
Website: Sitemap & Custom-Made CMS
Social Media: Gain Speed and Share Stories
Working With 30 Years of Legacy
Development & Implementation
“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
Working With 30 Years of Legacy
Development & Implementation
Website architecture and CMS logic were redesigned to support both storytelling and operational efficiency.
A minimal sitemap improved clarity. Backend structures reduced workload for PR and content teams.
Website architecture and CMS logic were redesigned to support both storytelling and operational efficiency.
A minimal sitemap improved clarity. Backend structures reduced workload for PR and content teams.
Website: Developing an Identity
Website: From Formal to User-Centric
Website: Sitemap & Custom-Made CMS
Social Media: Gain Speed and Share Stories
Performance and Workflow Optimisation
Communication and Customer Experience
Company Culture and Talent Development
Innovation and Competitive Insights
KCAP's ambition before collaboration
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.
Tone of voice, storytelling standards, photography direction, and publication strategy were elevated to match the renewed identity.
PR processes were strengthened to ensure consistent brand credibility internationally.
Tone of voice, storytelling standards, photography direction, and publication strategy were elevated to match the renewed identity. PR processes were strengthened to ensure consistent brand credibility internationally.
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 best known for their urban design, which falls next to architecture and landscape architecture. I proposed developing a video that primarily captures the atmosphere of these urban settings rather than the project itself. People first. Together with video maker Ernie Buts, we created this introductory video.
One of KCAP's most internationally known projects is the development of 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 hospitality, as everything is arranged and packaged.
Newsrooms provide ready-to-go publications for journalists. It's hospitality, as everything is arranged and packaged.
By raising standards and workflows, KCAP could better persuade journalists to publish their work on high-end platforms.
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
04 Company Culture & Internal Communications
Performance under pressure requires aligned internal systems. Recruitment workflows, HR structures, and onboarding processes were redesigned to support clarity and reduce inefficiencies across offices.
Performance under pressure requires aligned internal systems. Recruitment workflows, HR structures, and onboarding processes were redesigned to support clarity and reduce inefficiencies.
Talent Recruitment: Automate Systems
Stakeholder Needs & Onboarding
Seamless Integration & Onboarding
Innovation & Competitive Insights
Performance & Workflow Optimisation
Talent Recruitment: Automate Systems
Stakeholder Needs & Onboarding
Seamless Integration & Onboarding
Innovation & Competitive Insights
Performance & Workflow Optimisation
Talent Recruitment: Automate Systems
Stakeholder Needs & Onboarding
Seamless Integration & Onboarding
Innovation & Competitive Insights
Performance & Workflow Optimisation
“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 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.
“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
For founders who value clarity over comfort.
