David de Zwart, Nick Topp and Rozemarijn Koopmans founded Multitude in 2012, at the tender age of 21. As digital natives and representatives of both Millennial and Gen-Z, ‘purpose’ is built-in to every fiber of their being. In only a few years, they’ve built an impressive portfolio of work for clients in the Dutch social impact scene: MARQT, Fairphone, Spark, Women Inc and Sungevity. Initially focussed on design, they are now taking on the strategic side of the work too. Both David and Nick are Certified Brand The Change trainers, and they have enrolled their entire creative team with us to learn how to work with the Brand Thinking Canvas.

You focus on ‘verschil makers’ (or changemakers). is building a purpose-driven brand different than a conventional one?

NT: The story you want to tell both visually as in words is more nuanced. There is more at stake than just profits. It can be more challenging to find the right design and words for each target audience. On the other hand, it also creates more creative possibilities. Because change is an intrinsic value for most of the organizations we work with, it also gives us the opportunity to experiment more and try out new (design) solutions.

You ‘sell’ sustainability for clients such as Fairphone and MARQT. How do you make sure the communication is sincere and differentiating?

NT: We are constantly thinking of the pros and cons of sustainability, and what our target audiences might feel and think about the messaging. We don’t just think of what we want them to do. The website and online identity for Women Inc is a good example.

What is your favorite tool from brand the change and why?

NT: The audience canvas (Brand Thinking Canvas Part Two - who is your audience?) is one of our most used tools and in our practice also one of the most valuable. When we start working with organizations they’ve done most of the mission, vision, promises etc. already. Sometimes they’ve done a great job, sometimes it could still need some work. However, the way the audience canvas asks the questions: who are your audiences, what do you want them to think and feel about you, and how will you achieve it?, can lead to really insightful and concrete communication challenges for us. 

who is on your dream client list? 

NT: It’s really hard to think of one organisation. Cliché as it is, it used to be Patagonia, but now it’s more based on the sector the client is making an impact in. Journalism and research can make a great impact, so that could be nice. Bellingcat or Follow the Money for instance.

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