A Recognizable Brand for Batenburg Techniek
Project
Batenburg Techniek is a technical service provider with approximately 1,000 employees. They design, supply, and maintain technical installations and products for their clients. Operating in the dynamic fields of industry, utilities, and infrastructure, Batenburg thrives in markets that are constantly evolving. Adapting quickly to change is key, with flexibility and responsiveness at the heart of their approach. While each company within the Batenburg group holds a strong individual position, there is little sense of unity or a clear overarching message. By creating a shared identity and group vision, Batenburg can build a stronger, more cohesive presence to face the future together.
Challenge
It was time to transform Batenburg’s 12 independent operating companies and 13 business units into one clearly recognizable brand with a powerful identity. More needed to be communicated about who the Batenburg-affiliated companies are and what they do. A single, unified brand is far more effective than a collection of individual names. It not only benefits Batenburg internally but also provides clarity for clients, advisors, and influencers in the fields of industry, utilities, and infrastructure.
Solution
We achieved this transformation by uncovering Batenburg’s corporate identity through our BrainSells process. During the session, we addressed both internal and external communication. While the individual company names were preserved, our strategic makeover gave the more than 1,000 employees a fresh, unified face. This makeover was carried through to the ‘Act phase,’ where the new look seamlessly aligns with Batenburg’s updated identity. This includes a revamped website and other external communication tools, ensuring consistency and clarity across all touchpoints.
Impact
The main goal of this project was to demonstrate that technology thrives on collaboration. Batenburg started as a group of individual suppliers, each with the right answers to their clients’ needs, but lacking a shared, unified response. By combining these strengths, solutions, and answers, a completely new company emerges—one powered by individual, client-focused enterprises, yet strengthened by the advantages of being part of a larger group. This duality was our biggest challenge: maintaining the unique identity and messaging of each independent company while clearly showing they are part of the Batenburg family. Through thoughtful strategy and design, we ensured that individuality and unity could coexist seamlessly.
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