Helping ambitious entrepreneurs reach the next phase in their business development. No fluffy coaching. Just action-oriented and strategic advice. The no-nonsense way. Stijn De Rammelaere spoke about his mission and approach in clear language. This was our inspiration for a strong story and solid branding. Ready to SHFT?

A clear vision, but no name yet. As usual, we begin the branding process with a helicopter view. After the brand intake session, we understood the well-defined target group and knew exactly how Stijn didn't want to be perceived. The core values – strategic, accessible, pragmatic and no-nonsense – came to life in a brand story and name: SHFT.

Shifting to the next phase. Carefully considered and without detours. SHFT encompasses everything Stijn stands for as an entrepreneur and advisor. The letter I disappears because, with SHFT, we move from an ‘I’ story to a ‘we’ story, and we leave all the unnecessary ballast behind in order to reach the next phase. The logo highlights this dynamic too.

With action-oriented advice there’s no room for shades of grey. “You either go for it or you don't. Advice should be clear, black and white.” Stijn's words served as inspiration for the clean, black and white corporate identity with a bold look that will be reinforced in the further roll-out. From the presentation folders and business cards to the straightforward website with bold CTA buttons. Because action is what it all comes down to.