Woonwaard Rebranding by Ruud Winder - Rebrandt is a highly esteemed winner of the very prestigious 2021 Golden A' Design Award in Graphics, Illustration and Visual Communication Design Competition Category.
GoldGraphic· 2021
Woonwaard Rebranding
Client: REBRANDT® — Dutch Masters in Rebranding
Golden A' Design Award Winner in Graphic Category
Verified Award Winner
Verify Award Status for #103738The Design
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.
The Recognition
About the Golden A' Design Award
Woonwaard Rebranding is a Golden A' Design Award winner, an immensely prestigious recognition granted to first-rate, marvelous, and outstanding designs. Golden winners are exceedingly innovative, visionary, and glamorously dazzling creations that reflect the prodigy, wisdom, and prowess of their designers. Woonwaard Rebranding is expected to be a highly praised, trendsetting, and monumental invention that delivers unprecedented value. This Golden A' Design Award-winning design is a spectacular, respected project that highly benefits and advances the boundaries of art, science, design, and technology. Woonwaard Rebranding creates intense feelings of desire, evokes passion, encourages creativity, and fascinates us.
Where to Get It
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.
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Design Interview
What is the main principle, idea and inspiration behind your design?
Visualising the diversity of Woonwaard's tenants.
What has been your main focus in designing this work? Especially what did you want to achieve?
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.
What are your future plans for this award winning design?
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.
Grand Interview
Your innovative approach to Woonwaard Rebranding's colorful identity system beautifully represents tenant diversity - could you elaborate on how you developed this unique visual language to foster inclusivity while maintaining the serious, trustworthy nature of a housing corporation?
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.
The Woonwaard Rebranding features over 250 circles in different compositions and colors - what inspired this geometric approach, and how does it reflect the organization's commitment to both stability and progressive values?
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.
As sustainability played a crucial role in Woonwaard Rebranding, how did you balance the use of FSC-certified materials and digital applications to create an identity system that embodies the organization's status as the Netherlands' most sustainable housing association?
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.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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.
- Project Duration
- 3-4 Months region Amsterdam, The Netherlands
- Operation Flow
- DTP and Print productions: Koopmans’ drukkerij Zwaag – www.koopmansdrukkerij.nl
- Team Members
- Designer | Design and Brand Architecture: Ruud Winder - www.linkedin.com/in/ruudwinder
Brand Storyteller - Corporate Story of Woonwaard: Vincent Jeitler – www.linkedin.com/in/vincentjeitler
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 - Image Credits
- All rights REBRANDT®
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