After many years of experience managing a marketing agency, Sacha Willemsen has sought self-employment as an independent consultant focusing on communication and trends. The task was to devise a simple identity accentuating his operational skills and his straightforward, passionate approach.

Varese Corridor has created a distinctive brand which conveys Willemsen’s diverse capabilities and aspirations by means of a dynamic naming, which means part of the brand name is changeable. In case of his stationery for example, the brand name is completed by hand situationally. The pale pink paper colour in reference to the Financial Times, the abstracted pinstripe pattern as well as the classic serif typeface refer to his business skills and advisory role.