In our brand strategy workshops, we examined the landscape and extracted the brand story, brand personality and positioning. The new pension product will be part of a larger line of financial products, so we chose a name that is easily scalable. Inspired by the Dutch saying that somewhere you have a ‘potje’ with some money (although it sounds small, most of the time it’s quite a lot of money that’s stashed in a ‘potje’), we chose this as the basis for the brand family name. A pension potje, beleggingspotje, juniorbeleggingspotje, sparenvoorlaterpotje, hypotheekpotje... From the strategic vision, the ‘potjes’ brand line was specifically set up to reach people in the Netherlands with little to no experience in investing or pensions. With a low initial deposit, and little hassle, it’s easy and transparent to arrange your own potje. The website was set up on a sales-driven UX basis, with online marketing and remarketing immediately included to reach the right target groups. Marketing was set up based on a funnel approach following the ‘See-Think-Do-Care’ model to get the right leads who want to start their pension.