Peter van der Steege

Choose your growth path

Grow with a brand
that becomes indispensable

Whether you want to lay a solid foundation, sharpen your visual identity or become the recognisable face of your brand yourself. Here you'll find the guidance that suits your phase and your company's ambitions. Strategy, identity or brand direction at scale.

Strategic Direction

Brand Course Programme

In three months, we'll lay the strategic foundation of your brand together. Positioning, target audience, brand promise. With AI as an accelerator of the thinking process, and you as the owner of every choice. This is the core of my brand strategy approach.

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Brand Identity

Let your brand speak

People don't buy what you do, but what they see and hear. I translate your brand strategy into a visual language that works: from logo and colour palette to typography and image selection. Recognisable at first glance, consistent across every channel.

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For larger organisations

The PACE model

Brand direction for organisations that think bigger: a structured approach to keep your brand consistent and distinctive, even with more people at the table.

Read about PACE

Frequently asked questions

Everything you want to know

Solo entrepreneur without clear direction? Choose Merkkoers. Organisation with multiple teams? Choose PACE. Your strategy is already in place, but the visual expression isn't right? Choose Merkidentiteit. Not sure? Schedule a conversation and it'll quickly become clear.
Yes. Merkkoers and Merkidentiteit are extensions of each other. Many clients begin with Merkkoers (strategy) and continue to Merkidentiteit (visual execution). PACE is somewhat separate: that's for organisations at scale.
Look at your challenge. Are you uncertain about your brand's direction? Then it's a strategic challenge. Does the expression not feel right? Then it's an identity challenge. Is communication fragmenting within your organisation? Then it's a scaling challenge.
The Brand Course programme is about strategy: who you are, for whom, and what you promise. That's the foundation. A brand identity programme translates that foundation into a visual language: logo, colours, typography and brand manual. The two programmes reinforce each other. If you've already got your strategy in order, then starting directly with the identity is a logical choice.
The PACE model has been developed for organisations where multiple people work on the brand, such as teams, departments or franchise organisations. For smaller businesses with one or two brand custodians, the Brand Course programme is usually a better starting point. Not sure which programme suits your situation? Get in touch and we'll look through it together.
After the Brand Course programme, you'll have a clear positioning and brand promise that you can start working with immediately after three months. After a brand identity programme, you'll have a complete visual system. The PACE model works as ongoing brand direction: the results become stronger the longer the model is in use.