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Kapferer Brand Identity Prism: Lab Circularity 1. Physique – What does the outside world see, hear, and feel from the brand? Keywords: innovation, sustainability, freshness, growth, collaboration. Design: A combination of green (for sustainability), blue (for freshness and trust), and an accent color like orange or red(energy, link to Cycle Up Hub, spark of change). Typography: Modern, accessible, playful, and bold — young with character. Logo: An abstract reference to circular forms, growth, and collaboration – think organic, flowing shapes or interconnected circles. 2. Personality – What kind of ‘person’ is the brand? Lab Circularity is an energetic connector: curious, open-minded, optimistic, playful, and unafraid to fail. A creative changemaker, grounded yet full of big ideas. Archetypes: The Creator (innovation, creativity) The Rebel / Change Agent (challenger of the status quo) The Companion (connector, supporter) 3. Culture – What are the deeper values and beliefs? Connecting education, business, and society. A strong belief in collaboration as the driving force for circular innovation. Openness, curiosity, experimentation, and inclusivity. Mentality: “If you do what you always did, you’ll get what you always got.” Core values: sustainability, equality, courage, learning by doing. 4. Relationship – How does the brand interact with others? Personal, approachable, playful, and curious. Encourages collaboration, experimentation, and co-creation. Treats partners as equals – from students to entrepreneurs. Communicates with enthusiasm, humor, and a personal touch. 5. Reflection – Who is the target group and how do they see themselves? Primary: Educational institutions, MBO/HBO students, teachers. Secondary: Regional businesses, municipalities, NGOs, creative makers. They see themselves as: Curious, socially engaged, future-oriented. Eager to contribute to the circular economy and social innovation. Open to collaboration and new ways of learning and working. 6. Self-image – How should the audience feel through the brand? “I am a changemaker in the making.” “I am allowed to learn, try, and contribute.” “I’m part of something bigger – a movement toward circularity.” “I feel welcome, I can be myself, and I can share my ideas.” Can you fill in the kapferer model for me.

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