KTBA
From a fragmented global framework to a focused local brand
Brand Strategy
Brand Identity
Website Creation
Mérieux goes Dutch
KTBA, part of the international Mérieux NutriSciences group, is a leading player in Quality and Business Assurance within the food and consumer goods sector. Ambitious and determined to help their clients operate at a higher level, the Dutch branch needed a digital presence and identity that could tell their story clearly while fitting within existing constraints.
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Showcasing quality and character
Initially, KTBA set out to create a new website, but the global framework made it impossible to showcase the quality and character of the organisation accurately. The old KTBA website was fragmented and inconsistent and the proposed global framework was restrictive and struggled to communicate their strengths. The challenge was to build an online brand experience that reflected KTBA’s expertise, ambition and identity. And to complicate matters, all of this had to be done while respecting global guidelines. A serious challenge that required both strategic insight and creative problem-solving.
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Turning complexity into clarity
We expanded the brief into a full brand strategy, including a refreshed visual identity, structured content and a new website. By challenging the brief, redefining the structure and collaborating closely, we turned complexity into clarity. With every design choice, from layout and colour to interactive elements, we reinforced KTBA’s expertise and role within the Mérieux framework.
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“The team brought structure to a complex environment of services and expertise, showing persistence in asking the right questions and driving clear choices.”
Bas van Seeters
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Marketing Manager
KTBA
1170957589
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Alignment, pride & professionalism
The outcome is a confident, modern brand and a website that clearly communicates KTBA’s story and offering. Users can intuitively navigate complex content, while the brand retains its Dutch identity within a global umbrella. Internally, our approach created alignment and pride. Externally, it signals professionalism and expertise. Due to global guidelines and existing web infrastructure, the final result differs in some details from our original designs. However, on the new KTBA website, which is now live, the core strategy, refreshed identity, and structured content remain fully intact. Interactive elements that further strengthen the brand experience, such as the defining vertical dash, are set to follow. Just wait, it only gets better!
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1170958520, 1170957743, 1172440745
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Smaac maker
What made this project distinctive was the level of internal coordination and corporate alignment required. Beyond strategy and design, we supported KTBA in navigating complex decision-making across national and international stakeholders. By safeguarding interests, building support and creating momentum at senior level, we enabled progress within a highly structured global context. A shared effort, shaped through dialogue, trust and expert positioning.
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The collaboration with Smaac proved highly valuable and results-driven from the get-go. What started as a limited assignment evolved into an intensive partnership, driven by their opportunity-focused thinking and our mutual trust. Throughout the process, Smaac guided us in shaping a sharp brand strategy and translating it consistently into visual identity, website structure and wireframes. What truly set the collaboration apart was the project-based approach: well organised, clearly phased and built around well-defined decision points, without ever losing sight of content and depth. The team brought structure to a complex environment of services and expertise, showing persistence in asking the right questions, continuously refining and, where needed, driving clear choices. It is precisely this persistence that resulted in a brand that is not only clear and recognisable, but also future-proof and scalable. Complexity was translated into simplicity, without compromising our substantive strength or credibility. The result is a solid foundation on which we can continue to build strategically in the years ahead. We experienced the collaboration as highly engaged and effective—one that has demonstrably contributed to the positioning of our brand.
Bas van Seeters
Marketing Manager
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KTBA
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