# Our approach: core first, then form

Not a step-by-step plan, but one way of working. We start with what your brand is and build from there. That way your brand does not have to be explained over and over again.

## Explanation is temporary. A brand that rings true confirms itself.

Explanation works as long as the context stays the same. When your audience, your stage or your market changes, it starts all over again. That is why we work according to the Confirming Principle™: everything that becomes visible grows out of what is already established.

### Confirming Principle™

We never start with form, materials or messages, but with coherence. Only when strategy, identity and behaviour align does form take on meaning.
- **A logo**: Not a means of explanation, but a point of recognition.
- **A campaign**: Not a sales pitch, but a confirmation.
- **A website**: Not a collection of arguments, but a home.

### Coherence

We do not deliver separate materials. Design, materials and platforms are not a starting point, but the result of choices.
- **Direction first**: Position and choices are set before anything is designed.
- **Then form**: Everything that becomes visible comes from the same core.
- **Then movement**: Materials reinforce each other, rather than drowning each other out.

### Choices

This approach asks something of you. Not speed for its own sake, but sharpness. Not more options, but better choices.
- **Sharpness**: What you do not do matters as much as what you do.
- **Calm**: Less dependent on trends and the whims of the day.
- **Repetition**: Recognition comes from choosing consistently.

### Composition

Collaboration is not a fixed model, but a choice made for each question. Where needed, we work with specialists, in the Netherlands and abroad.
- **One point of contact**: Clemens Beneder holds the direction, from start to finish.
- **The right network**: The people your question needs, not a fixed team.
- **One responsibility**: What we deliver rings true to your brand. We stand by that.

### Craftsmanship

Coherence is no excuse for dull. Precisely because the choices are set, there is room for design that moves people.
- **Form with a reason**: Every line, colour and letter has an origin.
- **Space**: What we leave out weighs as much as what remains.
- **Down to the detail**: From the logo to the very last application.

### Kernpunt™

Half a day in which we bring the core of your brand down to one point. Afterwards you know what your brand needs, and what it does not.
- **Half a day at the table**: With you or your core team, at our studio or at yours.
- **The Kernpunt**: One A4: your position in one sentence and three choices that make the difference now.
- **Honest advice**: What your brand needs. Sometimes Brand Foundation™, sometimes less.

Vaste prijs: €1,250 excl. btw

## Four principles. One way of working.
- **Coherence**: Not separate materials, but one whole from the core.
- **Choices**: Not more options, but better choices.
- **Composition**: Specialists where needed, always under one direction.
- **Craftsmanship**: And yes, we also simply design really beautiful things.

## How we work together. Four steps, one direction.
1. **Introduction**: A conversation about your brand. Getting to know each other first, money later.
2. **Core**: We bring your brand back to one point. That is where everything begins.
3. **Form**: From there we design what your brand needs. Nothing more.
4. **Movement**: Your brand goes out into the world and keeps ringing true, even after delivery.

Not sure yet? Start with half a day.

## Start at the core. Book an introduction with Clemens Beneder.

hallo@merkbaar.nl · 055 360 1007 · Vlijtseweg 112, 7317 AG Apeldoorn

Source: https://merkbaar.nl/en/approach/