Brand Identity, Website &
Service Portal

Following our visit to Sneek on May 8th, this proposal outlines how Studio Noord can help Vlietstra Waterwerken present itself the way it actually operates: a third-generation firm that keeps a third of Friesland dry, now competing for framework contracts against national players.

Your order book is full through word of mouth. The next tier of work — multi-year maintenance frameworks with waterschappen and municipalities — is decided by procurement teams who will meet your brand before they meet your people. Today those two make a very different impression.

We propose one focused engagement: a brand workshop to align the family on what Vlietstra stands for, a visual identity built from that, a website that carries it, and a pilot of a client portal where contract partners follow the state of their assets.

The Opportunity

Vlietstra inspects, maintains, and renews pump stations, weirs, and culverts across the northern provinces. Three generations in, the firm holds advantages the large contractors cannot buy:

• Sixty years of asset history on infrastructure most parties only know from drawings
• Crews that waterschap field staff know by first name
• Response times measured in hours, in a market that quotes days
• A repair-first culture in a sector that defaults to replacement

The Challenge

Framework tenders increasingly weigh digital capability, reporting, and presentation alongside price. Your current site is a single page from 2014, inspection reports leave the office as scanned PDFs, and the fleet carries three different versions of the logo. None of it reflects the firm the assessors would find if they visited.

Target Audiences

Audience	What They Need to See
Waterschap asset managers	Reliability, asset knowledge, clean reporting they can forward upward
Municipal project leads	A partner who handles the whole job and communicates without being chased
Procurement & tender boards	Professional presence, digital maturity, continuity of the firm
Future crew members	A modern employer doing meaningful regional work

Phase 1: Brand & Website (Weeks 1–6)

Brand Identity

A half-day workshop with the three partners to settle positioning, voice, and visual direction. From that:

• Brand strategy document: positioning, values, tone of voice
• Redrawn mark and wordmark, honoring the 1962 original
• Color system, typography, and photography direction
• Interactive brand guidelines, the single reference for everyone who touches the brand

Website

• Structured around the work: pump stations, weirs and culverts, inspection, emergency response
• Project stories with real asset photography, not stock imagery
• Editable in-house; Dutch first, English where tenders require it

Collateral

Tender document template, report template, and fleet livery sheet — so the next van is painted once, correctly.

Phase 2: Service Portal (Pilot)

A portal pilot with one waterschap partner: their assets, inspection history, and upcoming maintenance in one place, replacing the scanned-PDF chain. Scoped in detail after Phase 1; priced separately.

• We build brands and the systems behind them with the same team — the guidelines, the site, and the portal come from one hand
• Backgrounds at Honor, Lyft, and Grammarly, building trust-dependent brands in regulated markets
• AI-supported production keeps a family-firm budget within reach of enterprise-grade output
• We are from here; we know what a gemaal is without a glossary

1. Workshop with the three partners scheduled within two weeks
2. The 1962 logo originals, and whatever brand files exist
3. Photography access to two active sites
4. Recent tender feedback, wins and losses both
5. One point of contact for feedback (Femke)

Cash, per milestone

Full project value billed in three milestone payments: signing, identity approval, and delivery. The Phase 2 portal pilot is scoped and priced separately once Phase 1 lands.