Dephion
OPPORTUNITY
The IIC Group extended an invitation to me, offering the opportunity to oversee and nurture all creative endeavors within Dephion. Taking on the role meant assuming full control over the brand, including crafting the brand strategy, vision, and all internal and external communications. With a team of skilled artists and designers under my guidance, our primary objective was to elevate Dephion from a local entity to a globally renowned enterprise. This involved expanding the company's vision and establishing a much stronger narrative and visual presence, one that would comfortably fit on the international stage.
INSIGHT
Upon my arrival at Dephion, it became clear that the company possessed undeniable talent. However, there was a noticeable lack of a visionary mentality, hindering their ability to progress to a higher and more meaningful level of expertise. To address this, a crucial step was to establish a clear brand strategy and foster a willingness to embrace the company's aspirations of becoming an international player within the tech and wellness industry.
The secret of change is to focus all of your energy not on fighting the old but on building the new.
IDEA
With a revitalized brand strategy and vision, the time had come for decisive action. Dephion's foundation rested on three new core pillars: Craftsmanship, Exploration, and Wellbeing. The company was envisioned as a thriving hub where employees could explore their crafts and develop impactful health and wellbeing applications.
To ensure that the employees fully embraced this renewed direction, we embarked on crafting a fresh brand identity that truly embodied Dephion's values. Our aim was to create an icon or symbol that harmoniously represented all facets of the Dephion experience, converging them into a cohesive shape. This abstract design was intentionally organic, mirroring Dephion's continuous transformation as it evolved over time.
Dephion – Craftsmanship. Exploration. Wellbeing.
Our ambition was to lead Dephion on a transformative journey, reflected in our internal and external communications. We strived to convey the company's newfound ethos through compelling messaging, both within the organization and to the external world. This journey was directed towards positioning Dephion as a leading force, driven by its core values and commitment to excellence in the tech and wellness arena.
In a constant state of flux.
IMPACT
Our goal was to harness the Dephion narrative as the driving force for all communications, both internally and externally, irrespective of project size. Employee branding played a crucial role in engaging everyone and fueling enthusiasm for the Dephion brand, leading to compelling communication materials across all channels. Dephion transformed from a lesser-known, small-sized tech company into a powerhouse, with over 100 international employees hailing from different corners of the world.
ROLE:
Creative Direction, Art Direction, Leadership, Brand Strategy, Brand Vision, Brand Development, Creative Strategy, Concept Development, Startup Development, Web Development, Web Design, Advertising, Social Media, Marketing Communications, Career Development, Mentoring.
TEAM:
Igor Raffaele, Brooke Burgess, Ruud van Gerven, Kim Brasse, Marija Englman, Angie Mathot, Sarah Begemann, Bart van Gerven, Bogdan Stefănescu, Mitch van den Bergh, Marco van den bogaard, Lion Timmers, Scott Delbressine, Floris Groen.