Iederal hosts events aimed at bringing together people seeking deeper meaning in their lives. Yet, Iederal itself was in search of a stronger connection with its intended audience. ZUID set out to strengthen this community.
Armed with a comprehensive strategy document and the insights gained from hosting events in 13 cities across the Netherlands, Iederal approached ZUID. While their events had seen relative success, they felt that something wasn't quite clicking, hindering their ability to align their market approach with their vision. Our task was to pinpoint these challenges and devise a plan to enhance synergy between Iederal's events, market approach, and brand image.
The ZUID team carefully examined the organisation's operations. We discovered that while Iederal had unintentionally become known primarily for hosting events, their true goal was to serve as a platform where individuals could connect, reflect, and discover more about themselves through various activities. However, this core purpose wasn't effectively communicated. To address this, ZUID revamped the strategy, developed a new identity, communication concept, and formulated a comprehensive plan to align the brand's vision and purpose.
Together with Iederal, we co-created several communication campaigns, each tailored to specific touchpoints. These campaigns were prominently displayed across various locations in Tilburg, Arnhem, The Hague, and Utrecht, including train stations, public toilets, cultural events, and bus stops. The brand's new look and clear message were showcased effectively in these settings. Additionally, Iederal now maintains a strong online brand presence, allowing them to effectively communicate and connect with life explorers throughout the Netherlands.
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