Inspiring positioning process
Vertify
Positioning. Name change. Branding. Corporate identity. Website.
A new name that does justice to our international ambitions and a corresponding image to go with. Vertify was born out of that question. The testing ground for international agri- and horticulture for more than forty years.
A ton of experience, built here in the Netherlands, at the heart of the global agricultural top. Previously, Vertify did this under the established name ´Proeftuin Zwaagdijk´. In view of the developments within the company and its international ambitions, the testing ground was ready for a new name and appearance.
Ambition
Proeftuin Zwaagdijk was an established name in research, demonstration and knowledge exchange for horticulture and arable farming. An established name, but one that did not do justice to the developments within the company and the international ambitions. Time for a new name and a new positioning.
Approach
Entering into a name change is an exciting process for any organisation. That is why JEEN guided Vertify every step of the way. We extensively spoke with employees and customers. To include them in the process, and to arrive at the core values of the company. This provided a solid basis for the creation of a new, suitable name and logo.
It was no surprise that green and greening, as well as research and interpretation, appeared to play an important role in the identity of the testing ground. With these principles we enthusiastically dived into our brainstorming sessions. To regularly come out of those with different extremes in both word and image. W\Together with the customer we funnelled these into a name that is both surprising and that fits the organisation perfectly. Verify stands for green (vert) and greening, and for verify: verify, test and indicate.
The new name should be accompanied by a new logo and corporate identity. Within a short timeframe we incorporated this identity through all media. From website and corporate video, to stationary and new wooden crates.
Gijs
Gjaltema
Colinda
Bos-van Ekris
Sjoerd
Jochems
Marcel
Enderink
Liz
Roelofs
