Client: KPN
Duration: Three years
Scope: Brand system, iconography, digital assets, in-store, internal communications
Some projects have a clear beginning and end. This one didn't.
KPN is one of the most recognised brands in the Netherlands. Millions of people interact with it every day, on their phones, in shops, on screens, in their homes. At that scale, consistency isn't a design preference. It's a business requirement.
Over three years, we worked alongside KPN to build, evolve and maintain the visual system that holds all of that together.
The work covered the full range of brand touchpoints. Logo behaviour across different backgrounds and contexts. A digital-first green that reads coherently on screen and in print. Sim cards, phone covers, ID chains, welcome screens, error screens, in-app icons, explainer animations, storyboards, signage, internal documents. More than 200 illustrated icons developed across the full green spectrum, each designed to work in apps, online and in motion.
The challenge was never about making individual assets look good. It was about making sure that every asset, regardless of who made it or where it appeared, felt like it could only be KPN.
That required regular review cycles, a flexible system that could absorb new channels and product lines without losing coherence, and a working relationship built on trust rather than one-off briefs.
What reads as a single visual identity is the result of thousands of small decisions made consistently over time.
KPN didn't just need a design system. They needed a creative partner who would still be thinking about the brand the same way in year three as in year one.
