# A national brand identity that makes working and learning in construction recognisable everywhere

Bouwmensen Nederland connects working and learning in construction through a national network of regional training locations. That calls for a brand that feels the same everywhere, yet stays practical to use locally. From that thought, we worked on one consistent identity that radiates trust, appeals to young people and leaves room for regional interpretation.

- **Client**: Bouwmensen Nederland
- **Location**: Landelijk
- **Pillars**: Brand Foundation™, Brand Design™, Brand Platform™
- **Made**: Brandbook, Visual identity, Posters and advertisements, Magazines and stationery, Signage, Online marketing platform
- **Together with**: Photography: Sven Scholten

> Recognisable nationally, effective locally. A brand that feels the same everywhere.

### Brand Design™

The brand foundation is recorded in a clear brandbook that gives direction to form, tone and application. The visual identity is built to safeguard consistency, without limiting the flexibility of local branches.

### Brand Activation™

From the brandbook, the identity has been carried through into a wide range of communication materials, online and offline. We also developed an online marketing platform that lets branches create their own materials within the established house style.

![Bouwmensen Nederland: logo](https://merkbaar.nl/uploads/2026/10/logo-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: magazine](https://merkbaar.nl/uploads/2026/10/bm-blad-05-merkbaar.webp)
![Bouwmensen Nederland: magazine](https://merkbaar.nl/uploads/2026/10/bm-blad-02-merkbaar.webp)
![Bouwmensen Nederland: magazine](https://merkbaar.nl/uploads/2026/10/bm-blad-06-merkbaar.webp)
![Bouwmensen Nederland: brandbook cover](https://merkbaar.nl/uploads/2026/10/brandbook-bouwmensen-omslag-merkbaar.webp)
![Bouwmensen Nederland: brandbook brand promise](https://merkbaar.nl/uploads/2026/10/brandbook-bouwmensen-merkbelofte-merkbaar.webp)
![Bouwmensen Nederland: brandbook typography](https://merkbaar.nl/uploads/2026/10/brandbook-bouwmensen-typografie-merkbaar.webp)

### A brand that holds together

By building Brand Design and Brand Activation from one foundation, a brand has emerged that is recognisable nationally and can be used effectively locally. The uniform look creates trust and recognition, while the platform leaves room for practical use in the regions. That way Bouwmensen Nederland consistently shows how attractive and accessible a future in construction can be.

### Our role

We brought structure to the brand and safeguarded the coherence between design, materials and application, so the brand stays scalable and future-proof.

### Why this works

The combination of clear brand agreements and practical tools keeps the brand consistent, even when several parties work with it.

![Bouwmensen Nederland: website](https://merkbaar.nl/uploads/2026/10/website-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: posters](https://merkbaar.nl/uploads/2026/10/posters-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: magazine cover](https://merkbaar.nl/uploads/2026/10/magazine-omslag-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: magazine spread](https://merkbaar.nl/uploads/2026/10/magazine-binnenwerk-portfolio-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: hand-out poster](https://merkbaar.nl/uploads/2026/10/handup-poster-bouwmensen-merkbaar.webp)
![Bouwmensen Nederland: fence banner](https://merkbaar.nl/uploads/2026/10/hekwerkbanner-bouwmensen-merkbaar.webp)

> A dynamic collaboration that produced a visual identity we can keep building on!
>
> Robin de Vries, Operations Manager | Bouwmensen Apeldoorn

Source: https://merkbaar.nl/en/bouwmensen-nederland/ (Dutch original: https://merkbaar.nl/bouwmensen-nederland/)