Senior product designer, working in complex B2B Enterprise SaaS.
A brand system for a new player in the energy market
De Warmte Maatschappij entered the Dutch energy market with a new concept in heat-pump technology. In a market dominated by established players, trust and credibility are essential since purchasing decisions are high-impact and long-term.
Position DWM as a disruptor while making it feel trustworthy from day one. Innovative, but as if it had always been there.
I led the brand strategy and identity: defining the foundation (values, archetypes, target groups, positioning) and building it into the full visual system and its application.
The brand takes a clear and confident position in a crowded market, balancing innovation with reassurance.
The visual system enables fast and consistent rollout across channels, reducing friction in future communication.
By focusing on stability, consistency and familiarity, the brand supports trust-building in a market where credibility is essential for adoption.
Trust was a central value throughout the project. The logo was designed to communicate confidence and stability, aiming to feel established despite the brand being new.
Standing out in a market dominated by greens and sun-inspired visuals required a different approach. A vivid colour palette was layered on top of warm greys. This combination allows the brand to feel distinctive and progressive, while remaining calm and credible.
To reflect the modular and scalable nature of the installations, a flexible shape system was developed. All shapes are aligned to a grid, ensuring consistency and making it easy to create a wide range of collaterals.
The brand was designed to work across physical and digital touchpoints. Consistency builds recognition. Recognition builds trust.
The brand in product: same system, digital context.
