sort by

filter by


2049


2048

2047


2046


2045

2044

2043

2042


2041


2040


2039

2038


2037

2036


2035


2034

2033

2032

2031


2030

2029

2028

2027


2026


2025

2024


2023




















































































































2020

Bachelor Visual Communication

2020

Marjolein van der Heijden

Een empathische branding

I want to raise awareness among companies with a social mission about branding and how to make conscious use of this. Branding is often considered packaging, but the thing is that you don’t want to share just be packaging – what you really want to share is the content. It is the difference between wrapping and unwrapping.

My focus is on visual language; as a photographer, I think in images. An image has an emotion, feelings, and authenticity, which are linked to the sincerity of the individual. Wedding photography is a good example of how trust, empathy, openness, and emotions come together. It is not just about taking the most beautiful photograph of the happy couple. By making them feel at ease, they dare to be themselves and the photograph will convey the emotion that can be felt at that particular moment. An image tells a story; in order to convey that story satisfactorily, I must understand my client and I, as a designer, must be open to this.

The basis of a good discussion is trust – you must adopt an open-minded attitude so that you can communicate with empathy. In order to build up a good relationship with your client, it is important to be able to understand the depths of this person’s character. Only then will you be able to achieve an empathic relationship, which can be compared with friendship. This is very valuable to me.

During this process, I create valuable material that I, as a designer and a strategist, can work with in order to develop a campaign. The material was developed primarily from a photographic perspective; the project that follows on from this is graphic design. My method is to establish someone’s authenticity in how they act and speak, and to then translate this story into an empathic image.

Branding is one of the most powerful vehicles for connecting people within a company and to motivate them. Branding is not only important for the outside world, but also for the company internally. If you want to set to work with branding, you must be patient and wait for the result in order to allow this to be constantly in motion. If I can magnify the impact of branding, I will happily allow myself to be heard. You cannot have an emotional impact on someone by communicating the values of a brand, but by communicating on the basis of these values. I help companies identify their values and to subsequently express them. I do this by developing a visual language system based on empathy, and by translating this system via brand campaigns, creative content, and digital platforms.

As my graduation project, I composed a personal method to develop empathic branding and converted this into a brand book for DeMaackers. This brand book sets out the essence of DeMaackers and their visual identity.

The banners are part of the visual identity of DeMaackers, and I'd be happy to show them to you!


















































2013


2012

2011


2010

2009


2008


2007

2006

2005

2004


2003


2001


2000

1999


1998

1997


1996


1995

1994

1992


1991



1989

1988


1987

1986


1985


1984

1983

1982

1981


1979

1978

1977


1976


1975

1974


1973

1972


1971


1970


1969

1968

1967


1965


1964

1963


1962

1961


1960

1959


1958


1957

1956

1955

1954


1953


1952

1951


1950

1949


1948

1947



1945

1944

1943

1942


1941





1935



1929

1928

1927


1926


1925

1924


1923

1922


1921


1920


1919

1918

1917

1916


1915


1914

1913


1912

1911


1909


1908


1907

1906

1905

1904


1903


1902

1901


1900

1899


1897


1896


1894

1893

1892


1891


1890


1889

1888


1887

1886


1885


1884

1883

1882

1881


1880

1879

1878

1877


1876


1875

1874


1873

1872


1871


1870


1869

1868

1867

1866


1865


1864

1863


1862

1861


1860

1859


1858


1857

1856

1855

1854


1853


1852

1851


1850

1849


1848

1847


1846


1845

1843

1842


1841


1840


1839

1838


1837

1836


1835


1834

1833

1832

1831


1829

1828

1827



1824


Maastricht Institute of Arts