Duchamp - Notary Office the Hague
Duchamp Notary Office
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Duchamp Notary Office
Modern, classic notary services in The Hague: personal, accessible, and trusted
In a market where many notary offices still feel primarily "formal and distant," Notary Office Duchamp wanted to do things differently: modern, classic, with a clear focus on trust and humanity. A firm that not only provides legal assistance but also guides you calmly through important decisions, clearly, meticulously, and accessibly.
Ablestar was asked to develop the brand from the ground up: from name to brand strategy and positioning. The goal was to build a recognizable notary office for individuals, business clients, and expats in The Hague and the surrounding area, with a clear focus on personal and family law.
Assignment
Name Development: Duchamp Notarissen
Brand Strategy & Positioning
Brand Story and Key Messages
The Challenge
Duchamp operated in a category where trust is essential, but where distinctions are often subtle. At the same time, the target audience in The Hague, especially in family and personal matters, demands more than just legal accuracy: they also want clarity, peace of mind, and a human approach.
The main challenges:
1) Making trust tangible - Not as an abstract concept, but as something you feel in the tone, structure, language, and appearance.
2) Being accessible without being "light" - Personal and understandable, but always with the authority and precision you expect from a notary.
3) One brand for three target groups - Individuals, entrepreneurs, and expats have different questions and expectations. The brand strategy had to be broad enough, yet sharp enough to remain recognizable.
4) An image that suits The Hague - Modern classic: stylish and calm, with professionalism as a foundation and warmth as a signature.
Our approach
Ablestar developed a strategic brand foundation that guides communication, proposition, and growth, with a positioning that creates clear differentiation in a crowded market.
1) Brand foundation: what Duchamp stands for
We distilled the core values and desired feeling into a clear brand essence: trust, personal attention, and accessible clarity, without compromising quality.
2) Naming strategy: Duchamp
The name Duchamp bears a modern-classic signature: characterful, memorable, and distinctive, fitting for a firm that refuses to hide behind generic notary labels. A subtle French reference to the name of founder Mireille van Velde connects to the values and personal character the firm embodies.
3) Positioning: human certainty
We positioned Duchamp as the notary firm that translates legal complexity into clear choices, with a personal approach that provides peace of mind in moments that matter.
Positioning core (internal compass):
Modern classic notary services: accessible in contact, impeccable in execution.
4) Brand Story and Messaging
We developed a brand story that clearly defines Duchamp's role:
For individuals: guidance in family and personal matters with calm and clarity
For businesses: professional, meticulous, and proactive
For expats: understandable processes, clear communication, and trust across borders
The language is deliberate: simple where possible, precise where necessary.
Impact
With the new brand strategy and positioning, Duchamp Notarissen is a recognisable firm in The Hague and the surrounding area, ready to grow with consistent communication and a clear profile.
A distinctive name and brand identity
Duchamp has a modern, classic feel: premium, calm, and reliable.
A clear positioning with emotional impact
Not just "legally correct," but also: accessible, human, and reassuring.
One story for three target groups
A scalable brand foundation that works for individuals, business clients, and expats—without dilution.
The foundation for consistent communication
From website to customer conversations: the strategy guides the tone, structure, and brand experience.