“How do we bring our brand to life and ensure that all our divisions act and communicate as one family business?”
For years, Stay Future Proof has been the strategic partner of J de Jonge, a family-owned company founded in 1954 that specializes in mechanical and piping systems, loading technologies, tank storage services, and industrial equipment.
In 2022, we supported the company in redefining its strategy, and every year we design and facilitate the Strategic Planning Sessions with the management team. At the start of 2024, Alexander de Jonge, CEO of J de Jonge, asked Stay Future Proof to lead the company’s rebranding.
J de Jonge is a diverse organization with several divisions, each with its own expertise. Over time, these divisions developed very distinct visual identities. The challenge was clear: create one unified brand identity that visually connects all divisions.
Led by Creative Designer Christiaan, we took on the challenge. We focused on design, visual storytelling, and aligning the company’s strategy with its visual expression. As Alexander put it, “We were looking for a partner who could translate our strategy into a clear visual identity.”
Our approach
The collaboration between J de Jonge and Stay Future Proof unfolded in four phases. Alexander explains, “The proposed approach immediately resonated with us, which is why we decided to move forward with Stay Future Proof.”
We started by redefining the brand architecture to make the relationships between divisions and business activities clear. We restructured and clustered them, creating a blueprint that outlined how everything connects.
Next came the rebranding itself, starting with the logo. Working in short sprints and in close collaboration with the J de Jonge team, we developed a unified visual identity for the entire organization, including a single adaptable logo for all divisions. The brand book captured the new visual guidelines, helping the organization apply the identity consistently.
In the third phase, we designed and built the new website, fully integrating the new visual identity. We paid special attention to UX and UI to ensure smooth navigation across divisions and to visualize J de Jonge’s strategy in a clear, accessible way.
Alexander shares, “Stay Future Proof’s involvement kept the momentum high and translated ideas into tangible results. Christiaan ensured clear communication and facilitated solid decision-making sessions throughout the process.”
Finally, Stay Future Proof delivered designs for signage and print materials, all based on the new visual identity. Alexander adds, “The team was on top of the process which ensured a quick translation from ideas to practical execution.”
Results
The collaboration delivered a cohesive brand architecture, a refreshed logo, and a strong brand book with clear guidelines for color, typography, and templates.
Perhaps most importantly, the new website has become a key asset. Alexander says, “The website is much clearer now, and we can easily make our own updates when needed.”
The new visual identity strengthens J de Jonge’s recognition among clients and in the broader market. It has also elevated the company’s professional image, with the recruitment website now playing an important role in attracting new talent. Alexander concludes, “The result feels fresh and consistent; there’s finally harmony across the board.”
We would be happy to discuss how we can also make your organization future proof. Curious?
