Brand Identity Design & Development

Background & Objective

We operate six related businesses in the bathroom and kitchen industry under one parent group, the "Badkamer & Keuken Groepering" (Bathroom & Kitchen Group). These six divisions are currently branded very differently from each other. Our goal is to merge these into one cohesive brand identity – so that all six look and feel like parts of a single, unified company in terms of website design, logos, fonts, colors, and social media presence. In other words, we want customers to perceive them as one big brand rather than separate entities.

The six businesses under Badkamer & Keuken Groepering are:
- Badkamer & Keuken Makelaar – (Bathroom & Kitchen Broker)
- Badkamer & Keuken Ontwerper – (Bathroom & Kitchen Designer)
- Badkamer & Keuken Cursus/Inspiratie – (Bathroom & Kitchen Courses/Inspirational content)
- Badkamermontage – (Bathroom Installation Services)
- Technische Tekeningen – (Technical Drawings for bathroom/kitchen plans)
- Badkamer & Keuken Accessoires – (Bathroom & Kitchen Accessories retail)

These six units should share one common "family" look – including unified logos or logo variations, consistent color palette, typography, and overall style – to clearly signal they belong to the Badkamer & Keuken brand group. At the ---------- nt, each has its own style, which is confusing. We want to fix that by developing a “branded house” identity system: the parent brand’s identity should cascade to the sub-brands. For example, much like how FedEx uses the same logo style/colors across FedEx Express, Ground, etc., or how Apple maintains a consistent look and feel across all its product lines. This consistent branding will simplify management and avoid customer confusion, creating a seamless experience at all touchpoints.

In addition, we have two other brands that are separate from the above group and from each other:
- Badkamermontage Vereniging – (Bathroom Installation Association)
- Badkamermontage Nederland – (Bathroom Installation Netherlands)

These two are independent brands (likely community or industry organizations) and should NOT look like the Badkamer & Keuken group. They each need their own distinct branding and identity, separate from the main group and from each other. Essentially, this project involves creating a unified identity for the main group of six brands, plus developing two standalone brand identities for the association and the Netherlands site.

What We’re Looking For
We seek a branding expert or agency-level freelancer who can deliver a comprehensive, top-tier branding package covering the needs above. Major companies often invest in extensive branding packages, which include everything from brand strategy to visual identity and guidelines. We want the best of the industry standards applied to our project – essentially the kind of complete branding solution large marketing agencies provide to big brands. (We’re aiming for a high-end, premium result, and are willing to invest accordingly in quality.)

Key components and deliverables we expect:
• Brand strategy & architecture: Help define how these sub-brands fit under the umbrella. Develop a clear brand architecture plan (most likely a Branded House approach) so that all divisions operate under one unified brand identity. This includes d ---------- on naming conventions or taglines if needed to tie them together. (For example, whether each uses the "Badkamer & Keuken" name prominently or a consistent logo style across all.)

• Logo design (and variations): Design a unified logo or logo system for the Badkamer & Keuken Groepering and its sub-brands. This might mean one primary logo for the whole group and sub-logos or lockups for each of the six subdivisions that still look like part of the same family. We will also need logos for Badkamermontage Vereniging and Badkamermontage Nederland as separate brands (distinct from the main group style). Each logo should have variations (e.g. full color, single color, icon-only, etc.) for different uses.

• Unified visual identity: Create a consistent color palette and typography that will be used across all group businesses. The colors and fonts should reflect our industry (bathroom & kitchen) and align with the brand image we want, and they should be applied uniformly. We expect a set of primary and secondary colors (with HEX/CMYK codes provided) and guidance on fonts for headings, body text, etc. across websites, print, and social media. The two independent brands will need their own distinct color/fonts choices separate from the group.

• Brand style guidelines: Provide a comprehensive brand guidelines document covering all of the above. This should detail how to use the logos, colors, and fonts for each brand, including examples of usage on web pages, social media, stationery, etc. The guide should ensure anyone on our team can apply the branding consistently across all channels. This includes rules for logo spacing, when to use each logo variation, color usage, typography hierarchy, and possibly image style or iconography guidelines for a cohesive look. Essentially, a “brand book” for the Badkamer & Keuken Group and a section for each sub-brand, plus separate mini-guides for the two standalone brands.

• Website design templates/guidance: Since our websites are currently under development (not yet live), we need design direction to ensure they all have a harmonized look and user experience. The freelancer should design or outline a website style template that can be applied to each of the six group websites (or perhaps one group website that encompasses all services). The design should be cohesive but also allow each division to highlight its specific services without confusing users – similar to how one site can serve multiple divisions with a consistent layout. (If the plan is to have one unified website for the whole group rather than six separate sites, the freelancer should guide that structure too.) We may need homepage and subpage layout suggestions, navigation structure, etc., that accommodate all services yet keep the experience unified. For the two standalone brands, if they have their own websites, they will need their own look (within their new identity) as well.

• Social media branding: Align our social media pages for the group under the new branding. This includes designing social media profile images, cover banners, and post templates that match the unified brand style for the Badkamer & Keuken group. If each division will have its own social page, those should visually tie back to the main brand. (Alternatively, we might consolidate into one combined social media presence for the group – we’d like advice on this, as was done in a case where three brands merged into one social presence to avoid customer confusion. For Badkamermontage Vereniging and Badkamermontage NL, we also need distinct social media branding assets in their respective styles.

• Brand voice guidance: While our primary focus is visual identity, it would be a bonus if you can help define a consistent brand voice or tone for the group – e.g. professional vs. casual, authoritative vs. friendly – and guidelines for content to ensure our messaging is as unified as our visuals (This is secondary to the visual aspects, but top agencies usually include some messaging/voice guidelines, so we mention it for a complete package.)

• Implementation support: We will implement the new branding ourselves on our websites and materials, but we will need guidance and feedback from you. That means we’d like you to review our implementation and provide corrections or advice as needed. For example, after we apply the new style to a webpage or brochure, you could check if it adheres to the guidelines correctly. Essentially, some consultation time for revisions is expected to ensure the branding is applied perfectly. We want to avoid mistakes and ensure the final outcome looks professional and consistent, so your expert eye on the finished work is important.