Graduation Project – Han’s On: From First Impression to Long-Term Collaboration
As part of my graduation from the Communication & Multimedia Design program (HU University of Applied Sciences Utrecht), I developed a strategic communication concept for Han Snel — a creative agency known for its work in retail communication and brand development.
The core question: how can Han Snel attract new clients and guide them toward lasting collaborations, without losing the agency’s personal and down-to-earth approach?
In the role of an external communication designer, I conducted in-depth research into the target audience, their needs, and their orientation behavior. Using insights from interviews, behavioral models (such as Motivaction’s Mentality Model), and design methodologies including the Double Diamond and the Touch–Tell–Sell model, I created the concept Han’s On: an interactive workshop where professionals shape their brand narrative using the metaphor of a brand umbrella.
The workshop is supported by a cross-media campaign including direct mail, social media content, and a personalized follow-up. Each element is visually aligned and strategically integrated to strengthen brand visibility and engagement throughout the customer journey.
The result is a concept that helps Han Snel make its value visible earlier in the process and stand out in a competitive B2B market. It brings together strategy and creativity in a hands-on approach that reflects Han Snel’s brand identity and meets the expectations of modern communication professionals.
