Gold Graphics, Illustration and Visual Communication Design · 2021
Woonwaard Rebranding
- A' Design Award 2021 Gold Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2021
- CLIENT: REBRANDT® — Dutch Masters in Rebranding
- Estimated Number of Design Views: 52,457
- Verification code 9388545A93 · Verify this award
About Woonwaard Rebranding
Woonwaard is a corporate identity created for one of the largest housing associations in the Netherlands. The identity is modern yet serious, and it conveys calmness and serenity. The design represents the diversity of the tenants and the positive aspects of renting. Each application is given a unique set of circles, taken from a basic design of more than 250 circles in different compositions and colors. The printed media use FSC certified paper with six Pantone colors plus black. Digital applications reduce the use of paper.
This distinguished visual identity system, recognized with a Golden A' Design Award in Graphics and Visual Communication, exemplifies the sophisticated intersection of geometric rigor and chromatic expressiveness that characterizes contemporary brand design at its most accomplished. The work demonstrates how a unified circular motif can generate remarkable visual diversity through strategic variation of color distribution, segmentation, and connecting elements while maintaining unmistakable systematic cohesion. Each of the four circular compositions functions as both an independent visual statement and a participant in a larger family of marks, suggesting an organization capable of speaking with multiple voices while retaining singular identity. The designer's palette selection reveals thoughtful consideration of psychological resonance, with verdant greens suggesting growth and environmental stewardship, warm coral and rose tones evoking human warmth and approachability, and cool turquoise hues conveying clarity and trustworthiness. The consistent deployment of black rectangular connectors across all variations creates a distinctive visual signature while practically solving the challenge of articulating transitions between color zones. The geometric vocabulary draws upon the legacy of twentieth-century abstraction, particularly the constructivist and De Stijl movements that sought universal visual languages through elementary forms, yet the work transforms these historical precedents into a thoroughly contemporary expression suited to digital and print applications alike. The white negative space within each circle activates the compositions dynamically, ensuring the marks breathe and maintain legibility across scales. Viewers might contemplate how such systematic visual thinking serves organizations seeking to communicate both consistency and adaptability, unity and diversity, tradition and innovation within a single coherent visual framework.
Press Kit
- Unique Properties
- The unique brand identification program quickly revealed that the Woonwaard identity had to be modern, yet serious, and it had to convey calmness and serenity. The identity also had to represent the diversity of the tenants and the positive aspects of renting.
- Dimensions & Packaging
- Each application in the identity is given a unique set of circles. Made possible by a balanced basic design with more than 250 circles in different compositions and colors, the media are printed on FSC HVO paper in 6 Pantone colors plus Black.
- Tags
- rebranding, award, rebrand, rebrandt, woonwaard, corporate, id, identity, housestyle, dutch agency
- Production Technology
- It goes without saying that the set of resources complies with all the most sustainable guidelines. FSC certified, but also digital applications instead of paper. An organization that is so strongly represented in the daily lives of many tenants should set a good example in this.
- Design Challenge
- The multiple character of being solid and stable, and also being active and progressive. both sides have been successfully covered in the overall corporate identity.
- Project Duration
- 3-4 Months region Amsterdam, The Netherlands
- Operation Flow
- DTP and Print productions: Koopmans’ drukkerij Zwaag – www.koopmansdrukkerij.nl
- Research
- The rebranding of one of the largest housing associations in the Netherlands started in 2020 in the region Amsterdam. The rebranding is already a global Award winning project but more importantly; in addition to the client and its employees, the tenants have enthusiastically embraced the new design.
- Inspiration
- Woonwaard is one of the largest housing associations in the Netherlands. In everything they do - building, maintaining and renting out houses - their main goal is to offer people a home on a sustainable and inclusive way. The activities of the association are carried out without a profit motive. Woonwaard offers a relatively large number of social housing, and since 2019 Woonwaard it can claim the title of the most sustainable housing association of the Netherlands.
- Image Credits
- All rights REBRANDT®
Colors of Woonwaard Rebranding
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Award-Winning Brand Architecture
We specialize in uncovering your brand's unique character through our proven Rebrandt® Program. With over 20 years of experience and multiple international awards, we create distinctive identities that strengthen market positioning for organizations across industries.
G0E3 ShopDesign Interview about Woonwaard Rebranding
Visualising the diversity of Woonwaard's tenants.
Our goal was an identity that would be embraced by all tenants, but which would also be well applicable at a more corporate level. Both have been successfully achieved.
Woonwaard has had a number of components further developed by us. Such as the BI environment, statistics, etc. This makes the corporate identity even more complete.
The contract was awarded to Rebrandt after careful agency selection.
Woonwaard is the only one allowed to continue using this design.
The search for a unique identity that fully corresponds to the character of the organization.
The Rebrand team.
Tenants, relations and employees
It is daring to express the diversity and respect for the tenants so exuberantly, resulting in a colorful and colorful design.
The name WOONWAARD already belonged to the client, it was not developed by us.
Sketchbooks, Pantone color stuff, Pinterest, Adobe software and more.
The colorful and unique combination of the circle parts. Each application in the identity is given a unique set of circles.
Designer | Design and Brand Architecture: Ruud Winder
Brand Storyteller - Corporate Story of Woonwaard: Vincent Jeitler
Brand Stylist - Brand-Identification-Program + Styling: Nikkie Wester
Junior Designer - Graphic Design: Simone Winder
Animator - Animation and Graphics: Peter Puntman
Client: Woonwaard - Anniek van Belle, Nina Beute
Brand Storyteller - Corporate Story of Woonwaard: Vincent Jeitler
Brand Stylist - Brand-Identification-Program + Styling: Nikkie Wester
Junior Designer - Graphic Design: Simone Winder
Animator - Animation and Graphics: Peter Puntman
Client: Woonwaard - Anniek van Belle, Nina Beute
There is a complex grid under the design that is built in Adobe illustrator.
A lot of research has been done to arrive at the unique design that conveys the diversity well.
The concept of giving each part its own unique combination of circles turned out to be extremely time consuming.
We love to share our pride with the world.
We noticed once again that our Rebrandt program forms the basis for a successful rebranding.
Grand Interview about Woonwaard Rebranding
Housing is about people, not about bricks and buildings. We therefore avoided creating an identity that would classify or stereotype a particular family structure. Instead, we developed a flexible visual language based on circles that can be combined in countless ways. Each composition represents the household composition of a tenant.When creating the mood boards during the strategic phase of the project, we deliberately collected many joyful and optimistic images. In the Netherlands, where there is an extreme shortage of affordable housing, being offered a home by Woonwaard is one of the greatest gifts a person or family can receive. We wanted the identity to reflect that feeling of happiness and optimism.At the same time, the system is deliberately structured. The geometry, typography and restrained layout provide the consistency, reliability, warmth and professionalism that a housing corporation should represent.
Today, the vast majority of tenants no longer live in the traditional family setting of a father, mother, son and daughter. Households are far more diverse and include blended families, single-parent families, same-sex couples, same-sex couples with children, single-person households, elderly people living alone, and many other forms of living together. Each circle represents a different household composition, while together their colourful diversity becomes the visual expression of Woonwaard's inclusive community.
Communication became increasingly digital, while all printed materials were produced using FSC-certified paper. We also deliberately communicated as clearly and concisely as possible, using only the space that was truly needed. Clear and compact communication not only improves readability, but also reduces paper consumption and unnecessary material use.
Every design process at Rebrandt is preceded by an intensive strategic phase in which we define the organisation's proposition as clearly and specifically as possible. The resulting character profile and strategic requirements become the benchmarks against which every design decision is tested.The design process itself is one of refining and searching for the right balance between colours, typography and proportions until their combination communicates the organisation's proposition.
We were not specifically looking for modernism or serenity as design objectives. The visual identity did not start with aesthetic preferences, but with Woonwaard's proposition.During the strategic phase, we translated that proposition into a series of mood boards that explored the desired character and personality of the organisation. These mood boards formed the bridge between strategy and design. From there, the design process became one of refining colours, typography, proportions and composition until the visual identity accurately expressed the proposition. Modernity and serenity are therefore not goals in themselves, but qualities that naturally emerged from the process.Modernity and serenity were therefore not design objectives in themselves, but qualities that naturally emerged from the organisation's proposition.
The Rebrandt Program is essential to the development of award-winning brand identities. Without first defining an organisation's objectives, character and proposition, it is impossible to create a visual identity that truly reflects them.
Throughout the project, we worked closely with IT specialists, web developers and production partners. We continuously tested the identity across both digital and printed applications and provided ongoing art direction to ensure that every implementation remained faithful to the original design principles.
Our agency is not organised as a traditional agency with employees. Instead, Rebrandt operates 100% with independent professionals. Each specialist brings deep expertise in their own discipline, allowing us to assemble the right team for every project. Because our collaborators are experienced professionals, communication is efficient and decision-making can go fast. All our experts are willing to go for the extra extra mile, including working beyond regular office hours to meet important deadlines without compromising quality.
Before the design process began, we conducted in-depth interviews with both employees and tenants. This was an integral part of the Rebrandt Program and provided the strategic foundation for the development of the new visual identity.
Rebrandt has provided Woonwaard with everything needed to develop the visual identity over the long term. This includes comprehensive brand guidelines, the transfer of all open-source design files, and training sessions for the organisation's staff.