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Name change and strengthened brand strategy
Visual and verbal identity
One powerful, timeless and appealing logo
Lorenz, formerly known as JB Lorenz and co-founded by current owner Bianca den Outer, was due for a corporate identity overhaul. After more than 15 years, the name was changed to Lorenz because the current services no longer matched the company's image. This was the perfect time to embark on a rebranding process.
Throughout the entire branding process, the meaning of Lorenz has been central to the development of the corporate identity. The name Lorenz is derived from the mathematician and meteorologist Edward Lorenz, one of the founders of the Butterfly Effect. Lorenz's services share similar characteristics, and this is reflected in the Lorenz corporate identity.
One of the challenges within Lorenz's revamped brand identity was the tone of voice. Lorenz communicates with clients at various levels daily. It's crucial that communication is readable and understandable for everyone.
As an expert in the social domain and healthcare, Lorenz strives for positive changes for her clients every day.
By initiating small changes, they see major impacts in societal transformation. This line of thought forms the basis of the Butterfly Effect.
Lorenz's daily activities are strategic and demanding. A website design that presents services, projects, and publications in a refreshing way will contribute to higher visitor engagement. For example, the website was designed with an engagement funnel to capture visitor attention.
The changes resulting from Lorenz's strategic services are dynamic and not linear. Thanks to a clear vision, they are able to set society in motion with small steps.
Lorenz regularly produces a diverse range of reports. Thanks to clear guidelines from the new corporate identity, these documents are attractively designed.
Thanks in part to the new branding, Lorenz is able to attract even more attention from potential clients and employees.
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