The Challenge
In the Amsterdam tech ecosystem, genuine innovation is not rare, but the ability to communicate that innovation in a way that builds trust and drives adoption is far less common. This SaaS startup had spent 18 months building a workflow automation platform that their early users described as transformative. But beyond a prototype logo and a landing page built by a developer, they had no brand.
The consequences were predictable: investor conversations stalled at the brand credibility question, enterprise sales cycles were extended because procurement teams couldn't find a professional web presence to validate the product, and the founding team's confidence in their positioning was eroded by the mismatch between what they had built and how it appeared to the world.
The brief was to build a brand that could carry a world-class product, one that would work as fluently in a Series A investor deck as it would on a conference stand in Utrecht or a LinkedIn sponsored post reaching enterprise procurement managers in Frankfurt.
"A brand is not the logo. It is the total impression a company makes on every person who encounters it, and that impression either opens doors or closes them."
The Approach
Brand Strategy & Positioning
A brand strategy workshop with the founding team, and interviews with eight early customers, produced a positioning framework built on three pillars: the clarity the product brings, the trust it must earn from enterprise buyers, and the ambition the founders hold. A brand story was written that expressed the "why" behind the product in language that resonated with enterprise buyers and investors equally.
Visual Identity Design
A complete visual identity system was created: wordmark and logo system, primary and secondary colour palettes, typographic hierarchy, iconography style, photography direction, and a motion language for digital contexts. Every design decision was documented in a 48-page brand guide that the team could apply consistently, whether hiring a marketing agency, briefing a developer, or designing a conference stand.
Website Design & Build
A 12-page website was designed and built, home, product, features, pricing, integrations, case studies, about, blog, and landing page templates for campaigns. The site was built for performance (PageSpeed 94 mobile) and conversion, with a clear path from first visit to trial sign-up, and an enterprise enquiry pathway with social proof positioned at every decision point.
GEO & Search Foundation
From day one, the digital presence was built for discoverability. Schema markup for the SaaS product, the organisation, and key FAQ content was implemented. A content architecture was designed that positioned the brand to be cited by AI search systems for category-relevant queries in their target verticals, logistics and supply chain in the Netherlands and DACH region.
LinkedIn & Digital Presence Activation
The brand was activated across the digital ecosystem that enterprise buyers actually use: LinkedIn company page, individual founder profiles optimised for authority positioning, Google Business Profile, Product Hunt launch assets, and a press kit that generated five earned media placements within the first month. The founding team was given a personal brand framework to apply to their own thought leadership content.
Results
3×
Brand Recognition
+280%
LinkedIn Followers
5
Media Placements
94
PageSpeed Mobile
Brand Awareness Score by Audience Segment (Pre vs Post Launch)
Audience Reach by Segment
Brand Search Volume, First 12 Weeks
“The brand Rima created is something we are genuinely proud of. When we show up to investor meetings or enterprise sales conversations now, the first impression opens doors rather than creating scepticism. It's changed the whole trajectory of our fundraise.”
Key Deliverables
Brand strategy document with positioning & narrative
Complete visual identity: logo, colour, type, iconography
48-page brand guide for all applications
12-page website with PageSpeed 94 mobile
Schema markup & GEO foundation across all pages
LinkedIn presence & founder personal brand framework
Press kit & investor presentation templates
Campaign landing page templates for paid acquisition
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