Brands are not paint. They are the promise that an organization makes to the outside world - and that must be carried internally. Thirty years in the agency world have shown us how easily these two worlds can drift apart. Branding shines on the outside, disorientation prevails on the inside. On the outside: innovation. On the inside: Processes from the nineties. Outside: family feeling. On the inside: Elbow culture. It is precisely these tensions that we are exposing.

Our experience from countless campaigns: a brand only works if attitude, culture and organization fit together. A new claim, a chic design, a modern website - all worthless if employees say: "That's not who we are." Conversely, a clear inner identity can move mountains. Then every message, every image, every story is effective because it comes from the organization itself.

The WAVZ Impact Grid® helps to make these breaks visible. BRAND is always intertwined with WORK, SPACE and PEOPLE. When the work organization preaches efficiency, but the brand promises creativity. When spaces look modern, but management still thinks in terms of command and control. When the culture lives personal responsibility, but the external image remains authoritarian. Only when these tensions are recognized can a brand develop its full effect.

We don't work on the paintwork, we work on the substance. We combine the logic of brand management with the reality of the organization. The result is an identity that carries both internally and externally - credible, differentiating, effective.