top of page


After years of groundwork, Generation has solidified its presence in the market and captured the hearts of its target audience. To push boundaries even further, optimization of their positioning was needed. So we revamped their strategy and introduced a fresh brand campaign.

From talent to future makers


Generation has long been the go-to brand for guiding young talent on their career journey in the infrastructure sector. Their unique approach not only fosters professional growth but also nurtures personal development through coaching and education.

However, the world is evolving rapidly, especially in government circles where change is crucial. And the new generation is ready to lead the change.

To drive the brand forward, we've repositioned Generation as the catalyst for training future makers in project management. These are individuals who challenge norms, welcome new perspectives, and pioneer change within their organizations. 

To support this fresh direction, we simplified their products into one comprehensive traineeship program with various specializations. This new initiative was introduced through a campaign that resonated with the environmentally conscious and ethically driven professionals of tomorrow.

Scherm­afbeelding 2024-03-13 om 12.48.36.png
Scherm­afbeelding 2024-03-13 om 12.46.03.png
Scherm­afbeelding 2024-03-13 om 12.47.00.png


The campaign exceeded all expectations. Generation went from zero applications on their website to a fully enrolled traineeship class within months. This success has encouraged them to transition the recruitment efforts into marketing and establish a full in-house marketing team.

Scherm­afbeelding 2024-03-13 om 12.47.15.png
Scherm­afbeelding 2024-03-13 om 12.47.59.png
Scherm­afbeelding 2024-03-13 om 12.48.21.png


creative direction

brand strategy


concept development

brand campaign



Creative direction & strategy

Roos Bulder


Nora van den Heuvel

DOP & edit

Sem Dumont

Film direction

Roos Bulder

Website development

Studio Redefined

Film animation

Olivier Boeke

Graphic designer

Tijs Koelemeijer

Advertising specialist

Arjen de Mik


bottom of page