Naming & Branding
Naming & Branding
Our formula for a powerful brand: acombination of thoughtful choices that bringtogether verbal and visual elements to conveythe desired message and emotion. We strive fora balance between creativity and research,ensuring every brand has a solid strategic,creative, and legal foundation.
Name development
Creative and cross-linguistic
In name development, our primary focus is on the creative and linguistic aspects. We create names that are distinctive, cross-linguistic, and culturally relevant. This process begins with a deep understanding of your brand identity and target audience, followed by creative sessions to formulate unique and meaningful names.
Legal validation as a second assurance
With our in-house IP team, we conduct legal checks from the creative phase onward. This ensures that your brand name is legally available and can be protected in your active regions. Our approach mitigates risks and provides certainty, from the European Union to global markets.
Clear structure and consistency
We assist in establishing a naming system and portfolio structure that enable growth and consistency, ensuring your brand remains strategically strong in the long term.
4 elements of a logo
Creative development of your logo
Every strong logo consists of four essentialelements: typography, color, symbol, and thename. We design logos that strengthen yourbrand and leave a lasting impression, with afocus on consistency and impact.
Tagline and visual support
We develop taglines, descriptors, and visual tools such as infographics and iconography. These elements enhance your brand story and ensure a powerful, cohesive identity.
Brand identity and applications
Brand story and brand book
Your brand story forms the foundation of yourcommunication. With a brand book, wedocument your vision, values, and identityguidelines, ensuring your team communicatesconsistently and inspiringly.
Visual identity and practical implementation
Your brand comes to life through a completeidentity that ensures consistency across allapplications, from stationery to digitalplatforms. We develop a wide range ofapplications, including infographics andiconography, to strengthen your brand andmake its story accessible.
Support and implementation
Long-term partnership
We are more than a creative agency; we areyour long-term branding partner. From brandimplementation and roll-out to providingstrategic support, we ensure your brandcontinues to evolve and thrive in a dynamicmarket. Our team is ready to guide you everystep of the way.
Featured cases
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With more than three decades of experience in brand strategy, architecture, and evolution, we help companies build impactful brands.
Our strategic approach combines in-depth research, creative vision, and thorough implementation, ensuring your brand makes a lasting impact both internally and externally.
Frequently asked questions
Lets transform your challenges into opportunities.
What does creative branding deliver in terms of visibility and growth?
Creative branding sets you apart in a crowded market. We focus on storytelling, distinctive design, audience relevance and consistency - so people not only notice your brand but also trust and choose it. Through smart naming, identity and communication, we build awareness, preference and growth.
For Lotus, we supported naming, brand research and identity development to ensure the brand resonates internationally. The name is short, unique and recognisable perfectly fitting their growth story. For Alpro, we strengthened the brand identity to support growth in new markets and increase global brand recognition.
How do we translate our brand story into strong design and communication that connect with both customers and employees?
We link your brand story to your mission and vision, conduct expert interviews and define your core values. From there, we translate insights into visual elements, logo, colours, typography, and tone of voice, creating communication that feels consistent and authentic.
After expansion and acquisitions, we helped Arvesta develop a new corporate identity and brand story that combined internal recognition with external appeal. Also for Liantis, we translated the brand story into a visual identity and communication style that inspires trust and reflects the integration of three organisations.
In which way can we consistently apply a visual identity?
We develop a complete visual identity and comprehensive brand manual so every element, logo, colours, typography, icons, is used correctly and consistently across all platforms.
When AG Insurance separated from Fortis, we not only renewed the logo and design but also rebuilt trust through a visual identity that felt modern yet respected the brand’s heritage. The new style was implemented across all channels, from digital media to office materials. For Aqualex, we developed a recognisable visual style consistently applied across all products and communication, from packaging to trade fair materials.
How do we make sure our brand guidelines are respected?
Consistency doesn’t happen automatically. We start with clear brand guidelines, visual standards and practical templates. Then we train teams through workshops so everyone understands how to apply them correctly.
For CLdN, we didn’t just design a new identity under the “C-flag”. We also guided the rollout across every touchpoint, from containers to signage, ensuring each division communicates consistently and the brand is truly lived. For Arvesta, we made the brand guidelines tangible with clear templates and training, enabling teams to apply the identity consistently across all channels.
Which brand mark should we use on which materials?
We create clear visual guidelines, covering logo, colour palette, typography and symbols, and provide concrete advice for applying them across online channels, print, signage, packaging and more. This ensures your brand always looks coherent and recognisable.
For CLdN, we developed a unified brand architecture under the “C-flag”, then rolled out the new identity across all materials, from containers and harbour buildings to ship lettering and communications, so every touchpoint expresses one brand. For AG Insurance, we defined how the logo and visual elements should be applied across all channels, ensuring brand consistency in every application.
Should I change my brand name or logo?
That depends on your situation. Sometimes a design or logo update is enough to ensure your visual identity reflects your strategy more clearly. In other cases, a full brand creation process is the right approach, especially when a product targets a distinct audience or needs to express new values. We analyse your brand architecture, naming and legal protection to ensure name and identity work together seamlessly.
After the merger of ADMB, Provikmo and Zenito, we developed the name Liantis and a new visual identity. This brought the integrated offer to life under one clear positioning, maintaining trust through change. For Belfius, we created a new brand name and identity that projected trust and marked the transition from Dexia to a Belgian bank and insurance group.
Do we need to renew our brand identity to align better with our strategy?
A strong brand evolves alongside the business. Whether it’s a repositioning or a complete rebrand, the right identity strengthens your strategic ambitions.
Take Alpro and Belfius. We helped both transform into powerful, future-ready brands that express their strategy through design and storytelling.
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