de Baak
2022
Brand & social strategy
De Baak, founded in 1947, is the oldest training institute in the Netherlands. Their ask? To help them reclaim their leading position in a crowded and highly competitive arena.
Giving space by stopping
With ‘Stop. That gives space,’ de Baak shows what it means to lead authentically, encouraging people to pause and let go of external pressures so they can become the leader they’ve always had the potential to be.
-
De Baak has been the Netherlands' go-to training institute for 70 years, known for its unique philosophy, approach to growth, and impressive legacy. Yet many—especially younger and newer professionals—were still unaware of this. That needed to change.
-
De Baak set its sights on growth, but attracting a wider audience meant addressing an image problem. Perceived as exclusive and corporate—a place only for “managers” and “leaders”—this reputation didn’t reflect reality. We needed to prove that de Baak is the trainer for anyone eager to unlock their potential.
-
The world of training and self-development is crowded, with an explosion of coaches, trainers, and gurus in recent years—both online and offline—each pushing a constant “need” to improve. But de Baak understands that true leadership potential already exists within; it simply needs the space to emerge. This insight led to 'Stop. That gives space', a campaign that frees people from the pressure of constant self-improvement. We extended this vision to social, where de Baak now fosters an environment of discovery and personal development through art, nature, and calm—a refreshing antidote to a fast-paced world.
Dawn
Brand strategy
Concept
Design
Production
Explore more
-
![FD bedacht in het weekend key visual]()
FD
Positioning FD's Saturday newspaper as the stand-out choice for any professional with serious ambitions to shape the future.
-
![Rijksmuseum Slavery key visual]()
Rijksmuseum
Enabling the Rijksmuseum to reach beyond its core audience, inspiring both loyal and new visitors to connect with their exhibition.
-
![What Design Can Do key visual]()
What Design Can Do
Equipping start- and scale-up founders with the strategic tools, mindset and knowledge to take charge of their creative business.
-
![Cliq.de key visual]()
Cliq.de
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
-
![Samsung key visual]()
Samsung
Keeping Samsung in the know on the pulse of culture, fueling the tech giant with the insights to effectively inspire, hero, and lead.
Get in touch.
Tomorrow belongs to the brands that act today.
So let’s turn your vision for the future into a
strategy that propels you ahead.