With the introduction of the ‘participatiewet’ in 2015 and the Westerlee Agreement, it was time for a new start for Synergon Winschoten. Initio was brought in to handle the entire repositioning process. Extensive interviews with all stakeholders developed a new positioning, followed by creating a new name and visual identity. And that’s not all – Initio also produced a striking launch campaign in the summer of 2018.

In the following years, Afeer returned to Initio regularly for various projects. The Initio team used unique photography to reinforce Afeer’s message.