Rothuizen is a multidisciplinary architecture firm with nearly a century of experience. Its sister brand, BouwMeesterPro, was created to bring control and transparency to the building process. Both brands, however, remained too modest in their communication, and BouwMeesterPro still lacked a distinct market position. The challenge: how to give each brand a clear, credible story and the strategic freedom to grow.
Rothuizen Architecten & BouwMeesterPro
Brand strategy; Brand Identity; Creative strategy; Creative concept; Copy & design;
The challenge
Rothuizen operated under two labels: Rothuizen Architects & Advisors and Rothuizen BouwMeesterPro. But while their services were expanding, their visibility wasn’t. Rothuizen lacked a strong brand narrative, and BouwMeesterPro needed to establish itself as more than an internal extension. At the same time, the team wanted to stay true to their shared architectural roots.
We needed to reposition both brands: clearly, credibly, and with enough distance for each to grow in its own right.
The Insight
A building is never just a structure. It reflects a vision, responds to its environment, and carries historical, functional and social meaning. Rothuizen doesn’t approach projects from a single angle: they see the whole picture. Architecture, heritage, spatial development and sustainability come together as facets of a greater whole.
The key insight: Rothuizen’s true value lies in their ability to bring together different perspectives, crafting layered impact that shifts depending on context. Like a cut diamond catching light from every side.
The Brand
If every building is a facetted story, then Rothuizen is the one who makes sure all voices are heard. Where others offer a single specialism, Rothuizen combines multiple disciplines to create projects that are structurally smart, socially valuable and spatially relevant. Their strength is not just in the design, but in the way they approach it.
That led to a clear brand promise: impact in every dimension.
Rothuizen ensures that every relevant perspective –from architectural vision to historical context, from planning regulations to social function– is considered, integrated and translated into one coherent design. It’s this multidimensional way of working that allows them to build more than just spaces. They build stories, meaning and long-term value.
The Campaign
The campaign translated that brand promise into a clear, visual story. Every Rothuizen project is shaped by many contributors; architects, developers, advisors, stakeholders, users. Each adds a line. Each line creates a new layer. Each layer adds a new dimension of meaning.
We visualised these layers through drawing tools: the architect’s fineliner, the advisor’s marker, the stakeholder’s highlighter, the user’s coloured pencil. Every tool represented a perspective. Together, they formed a single, cohesive image.
The idea flowed through every possible execution: transparent brochure pages that build up layer by layer, a scrollable logo that reveals itself dimension by dimension, social carousels that zoom in on each discipline, and a possible glass installation in the office that physically stacked perspectives.
