HABEO+ (formerly Avans+)

Together with Avans+, we define a strategic positioning as the default HBO provider with a plus for professionals across the Netherlands: the first and logical choice for organizations investing in development and performance. Achieve more remains the foundation but gets a sharper external translation: HBO education that consistently delivers more than the standard.

From that positioning, the brand name HABEO+ follows. Phonetically, HABEO+ reads as HBO plus, the promise that is delivered. The name explicitly signals the level and the plus and provides continuity relative to Avans+. HABEO+ also has a meaningful origin: the Latin habeo means I have, which captures the essence of professional growth, you gain something you can own and apply.

Our role is to frame this strategic choice, make the default position principle explicit, and develop a brand name that logically follows from the same idea. Not a cosmetic rebrand, but a repositioning that guides communication, propositions and organizational choices.

Embedding happens through consistently charging HABEO+ as an HBO provider with a plus in language, visual identity, employer propositions and proof of impact. This creates a new brand that does not have to start over, but is immediately recognizable as the standard with added value.

Commissioned by:
• VIM Group

In collaboration with:
• Remy Lammers, Clutch