From positioning to visual identity: how we do it
At Gewest13, we love ambitious brands. That’s why we leave no stone unturned when developing a new positioning and visual identity. Our process starts with interactive brand sessions—together with the client.
A strong positioning gets to the heart of a brand and organization. By collaborating closely, we achieve the best results. Gewest13 has a structured approach that we tailor to each organization’s needs—because no two companies are the same.
For Toverland, research, competitor analysis, brand workshops, and even roller coaster rides brought us to the core of the brand. Every layer within the organization views the brand from a different perspective, making stakeholder engagement an essential part of our approach.
Engagement as the Magic Word
In 2018, a brand-new themed area with spectacular attractions was realized at Toverland, marking a new chapter for the park. Moving closer to its goal of becoming one of the top three most-visited theme parks in the Netherlands, Toverland remains a family business with a matching culture. The new positioning needed to resonate across the entire organization: with park employees, the marketing department, management, and, of course, the family itself. Gewest13 engaged all internal stakeholders in in-depth brand workshops. Using Wil Michels’ Creative Brand Document, we explored the essence and ambitions of Toverland. These sessions unearthed a wealth of shared core values and aspirations, which became the foundation for a refined strategy.
From core values to proposition
The brand workshops revealed a treasure trove of information. While different opinions naturally exist within an organization, shared values and ambitions emerged organically. These formed the basis of a sharper strategy, with unique selling points, positioning, and proposition at the forefront. Step by step, we captured the indescribable magic of Toverland.
The new look
With everything running smoothly behind the scenes, it was time to give Toverland a beating heart. We gradually shaped the new visual identity, exploring and presenting different directions. Working closely with the marketing department, we considered the logo’s many applications and developed a tagline that encapsulates all we had worked toward. With its new visual identity, Toverland is ready for an impressive future.
Ready to strengthen your brand?
The first step starts with a cup of coffee.