How do you create a brand that breathes curiosity and embraces complexity? Arno van ’t Land, creative strategist at Morres & Company, explains how he worked closely with the client to develop a new brand, from the name to the visual identity. The result? A bold and powerful brand that perfectly reflects the client’s philosophy.
From strategic session to a distinctive brand
The process began with an in-depth strategic session, a core element of Morres & Company’s approach. One central question guided the discussion: What makes asqin unique? The answer lay in their method, an ability to keep asking, to dig deeper. Where others stop at the first answer, asqin uncovers the question behind the question. This relentless curiosity became the foundation of their brand identity.
“In these sessions, we work closely with the client to uncover who they are, what they stand for, and what sets them apart,” explains Arno van ’t Land. “It’s the moment where we gather the building blocks of a brand’s identity. With asqin, we discovered that their strength lies in never settling for surface-level answers, they always push further.”
The creative process: always in motion
For Arno, the real creative work began after the strategic session. “It takes a moment to settle,” he explains. With all the gathered input, he started brainstorming, often finding that the best ideas surfaced at unexpected moments, like while cycling, in the shower, or in the middle of the night. “The creative process never truly stops. You’re constantly thinking about how to bring everything together into a strong concept.”
Over time, the concept organically evolved into a cohesive identity, where everything aligned, from the name and tagline to the visual style and tone of voice.
A name that sparks curiosity
A brand’s name is a fundamental part of its strategy. Arno started with a longlist of potential names, which he refined together with the client into a shortlist. The final choice? asqin—a name that immediately evokes curiosity while remaining unique and memorable.
The name was inspired by the English word “asking” and was given a distinctive twist through creative adaptation. “The name tells a story right away, this is a brand that asks questions, dares to dig deeper, and uncovers hidden challenges. It’s short, powerful, and perfectly reflects their philosophy,” says Arno.
From words to visual identity
With the brand name as a foundation, the next step was crafting a visual identity. The logo was designed around the question mark, an unmistakable symbol of curiosity and the drive to dig deeper. Handwritten elements in the design emphasized asqin’s personal and human-centered approach.
“The visual and verbal identity reinforce each other,” Arno explains. “The question mark takes center stage in the logo, while the handwritten style reflects that asqin is not just curious but also engaged and people-oriented.”
Co-creation as the key to success
At Morres & Company, we believe in co-creation. “Together with the client, we bring ideas to life and develop a brand that truly fits them,” says Arno. Throughout the process, the client was actively involved in everything from strategic decisions to visual details. Feedback from asqin was continuously incorporated, ensuring that the brand genuinely felt like their own. Arno adds, “We worked closely with the client, constantly refining the concept based on their input. At some point, you notice the feedback starts to taper off—that’s when you know you truly understand each other.”
The result is a brand where every detail aligns. asqin embodies curiosity, uncovers complex challenges, and delivers solutions. It’s a brand that exudes confidence and strength, both internally and externally.
Impact and future
With asqin, Morres & Company has created a brand that stands out in a competitive market. By combining strategic insight, creative execution, and close collaboration, asqin is positioned to make a lasting impact.
“Through co-creation and a deep focus on the essence of the client, we built a brand that not only stands out but also comes to life,” Arno concludes. “That’s what defines a strong brand.” During the final presentation of the corporate identity, something special happened. An asqin employee, who had arrived at the office early, slipped a note with their own idea for the employer brand onto Arno’s desk. “The idea was so good that we ended up using it,” Arno recalls. “Moments like that make co-creation truly valuable.”
