Wooner
A real estate agent with a fresh look
Wooner is redefining what it means to be a real estate agent in the Netherlands. In a housing market that’s fast-paced, competitive and often distrusted, they offer a different approach rooted in clarity, calm and genuine support. Based in Utrecht, Wooner helps buyers and sellers navigate major life decisions with transparency, empathy and expert guidance.
Whether you’re buying your first home or selling one you’ve outgrown, they stand beside you every step of the way. Not driven by commissions or pressure but by the belief that real estate should be personal, clear and respectful. In short, a modern real estate agency with a fresh mindset and a heart for people.
The challenge
Our collaboration with Wooner began with a clear and personal question. Arjan, the founder, asked us to create a brand for his real estate agency that reflected who he is: open, approachable and honest. He wanted to break with the old-school image of realtors and offer people a calm, transparent and modern experience.
Together, we shaped a brand that puts people at ease and brings clarity to a complex process. From the name and strategy to the identity and tone of voice, everything was built to express what Arjan stands for and what Wooner promises to deliver.
The idea
To get to the heart of the brand, we sat down with Arjan for a deep dive session that left no question unasked. We challenged him to reflect on his values, his motivations and the kind of experience he truly wanted to offer his clients. As part of the process, we also took him through the name game, a session where we explored name territories that resonate with different audiences and directions.
What emerged was a clear and honest foundation built on trust, care and simplicity. Together, we translated that into words, ideas and direction, laying the groundwork for a brand that feels personal, modern and genuinely different. Everything Wooner now expresses starts with that conversation.
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