Case Study : Eternit
From legacy brand to farmer’s partner Reframing the problem
Eternit, a legacy brand with a fragmented offer and unclear value proposition, needed to reposition itself. Instead of focusing on products, the brand shifted its lens to the real challenge of helping farmers safeguard their livestock and businesses.
Connecting unlikely dots
Rather than competing on materials, Eternit prioritized the farmer’s reality, turning its solutions into a trusted enabler for long-term agricultural success. By aligning with the industry’s emotional and financial stakes, the brand became a partner, not just a supplier.
Making it actionable
The repositioning focused on empowering farmers, with messaging and innovation centered on protecting their livelihood and ensuring sustainable growth. The result? A unified brand strategy, a clear market position, and a stronger connection with the farming community.
Eternit didn’t just sell products, it helped farmers grow the good within.
Case Study : Asanderus
Weaving heritage into premium design
Reframing the problem
Calcutta, Belgium’s oldest weaving mill, held deep technical expertise in textile wall coverings. Yet, despite its craftsmanship and heritage, the brand struggled to elevate its offer in the market. The challenge wasn’t the quality of the product—it was the inability to command a premium perception and price. The core shift? Moving from technical textile supplier to premium design brand.
Connecting unlikely dots
Instead of focusing on materials or manufacturing, the new brand ASANDERUS centered on the experience of the product. Drawing from heritage, I crafted a visual identity and narrative that celebrated timeless craftsmanship while embracing high-end interior aesthetics. Powerful photography, editorial-inspired styling, and deliberate positioning turned textiles into design statements. ASANDERUS wasn’t selling wall coverings anymore it was curating spaces.
Making it actionable
By aligning the brand with architects, designers, and luxury interiors, ASANDERUS entered a new market tier. The result? A clear premium positioning, a visual identity that resonated with design professionals, and a significantly higher margin per m² sold. What once was seen as a technical product became an aspirational, design-forward choice.
ASANDERUS didn’t just weave textiles it wove heritage into premium design.