Case: Atelier Maatschappelijk Vastgoed

The development of an identity, website and marketingplan

• Organisation: TriMotion

Summary

The Atelier Maatschappelijk Vastgoed (AMV) is a non-profit foundation, aimed at increasing involvement and solidarity within communities. A connection has been developed between the value proposition and the people of AMV. Both are ultimately brought together in an identity of the organization. In addition, a website and marketing plan has been developed for the external appearance of the identity. 

www.ateliermaatschappelijkvastgoed.nl/

Process description

Part 1: the development of an identity

• to discover the driving force behind the value proposition

In order to find out the intrinsic motivations of the members, a number of questions have been formulated. Each member was then interviewed based on these questions. A unique motivation of each person was collected from the interviews. This depends on the person and the role he or she will fulfill within the organization and also on the value proposition.

To establish a link between the motivation and the value proposition of AMV, individual keywords were chosen from each motivation. The value proposition is broken down into separate parts, and each part contains the keywords that most closely match that part. Repeated keywords are merged. This also applies to keywords that have the same meaning. This results in the parts of the value proposition where the driving force is concentrated the most and where the motivations of the members match strongly. By dividing the keywords using the value proposition this creates different directions in which AMV can be identified.

Three directions for the identity have been discovered that are strong because of the distribution of the keywords from the motivations of the members. 1) service-oriented, 2) solution-oriented and 3) interaction-oriented.

• determining the visual appearance

The different directions resulting from the spreading of the keywords also require corresponding characteristics and properties which can also determine the visual appearance of AMV.

First to make the route description visual, a general mood board has been created for each direction. This general mood board of each direction is based on the keywords only! After that a more in-depth mood board has been created based on the associated characteristics and properties that each direction represents. The most suitable direction for AMV has ultimately become the interaction-oriented direction. Based upon that the most important core values were selected that best fit AMV. This is based on the keywords and the associated characteristics and properties. In order to realize the identity development for AMV, the sketches of the logo and the briefing for the design of the identity were made.

The different directions resulting from the spreading of the keywords also require corresponding characteristics and properties which can also determine the visual appearance of AMV.

Part 2: the development of a website AMV

www.ateliermaatschappelijkvastgoed.nl/

• The strategy for the framework and content of the website is based on the collected information about the organization and the information needs of the target group.
• The framework for the website is designed in figma.
• The icons for the content have been sketched, further elaborated and developed in 3D.
• The textual content of the website has been revised.
• The prototype of the website has been created.

Part 3: the development of a marketingplan