The interim and consulting division (now asqin) wanted to stand on its own as an independent brand. The task: to develop a name and identity that powerfully positions financial advisors, interim professionals, and consultants. Together, we set out to co-create a brand that stands out and persuades. We kicked off with a strategic session in Nijmegen. Together with the project team, we explored the unique strengths and approach of Interim & Consylting. It turned out to be all about people who make a difference by asking the deeper questions. This insight became the foundation for the new brand. The result? asqin. A name that stands for continuously asking the question behind the question. The logo highlights this with a unique “q,” designed as a question mark. We chose a fresh color palette, complemented by black-and-white photography and handwritten elements. The tagline “Insights. Improve. In control.” powerfully summarizes asqin’s approach. We rolled out the brand across all touchpoints. From striking office interiors to branded items such as notebooks and sport shirts. The highlight: the new website, www.asqin.com. Not your typical consultancy site, but a bold platform with vibrant colors, bold headings, and interactions that perfectly reflect the identity of asqin. To position asqin as an attractive employer, we developed a strong Employer Brand. We interviewed employees to capture the essence of the workplace and identified four key pillars: Be curious. Be eager. Be sharp. Be all-in. This promise is reflected in the tone of voice, visuals, and storytelling, specifically targeting candidates. In photography, the people of asqin take center stage – exactly as the brand promises. Navigating toward a single brand for STC, the largest maritime educator in the Netherlandsasqin is the new, standout brand in the financial interim and consulting market
Creation
Production
Employer brand
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STCBrandingOnderwijsRotterdam
