Doordacht

What Doordacht does

Doordacht is a Dutch creative branding agency headquartered in Bodegraven, Netherlands, founded in 2013 and operating with 11-50 employees. The firm delivers an integrated mix of strategic and execution services to Dutch SMB and mid-market clients across healthcare, food/agriculture, education, technology, insurance, installation, and government/municipal sectors. Service lines include Merkpositionering (brand positioning), Merkverhaal (brand storytelling), Visuele identiteit, Website-ontwerp, UI/UX design, Contentmarketing, Zoekmachinemarketing, Campagne management, Employer branding, Grafisch ontwerp, Copywriting, Webdevelopment, and Brandbook production, supported by an in-house multidisciplinary team and a partner network. The agency uses a proprietary brand-positioning framework called 'Door de Molen' adapted from Unilever's brand-key model, and its custom-built Mindcms content management system underpins all client websites.

The company's commercial model is project-based professional services with quotes valid for two months and a typical 40/40/20 payment schedule. Pricing is not publicly disclosed; the customer base is sales-led with inbound inquiries handled via phone, email, and an SEO/content-driven portfolio website. Beyond services, Doordacht has developed three proprietary digital products: Smaakpupil (a taste-coaching app used in hospitals, dietitians, and care institutions), Woonmapp (a home-administration platform with a Karwei distribution partnership), and Appostel (a payment app for the Protestant Church in the Netherlands). Notable clients include Hillfresh, VTM, Van Dorp, Limelon, Cyber Cloud, Schulp Vruchtensappen, Think4, Talenta, Smaakpupil, ADXpert, Lok Installaties, SPON, and De Romph Opticiens.

Doordacht competes in a saturated Dutch SMB creative-services market by combining strategy, creative, and development under one roof rather than competing on lowest-cost execution. Geographic scope is single-country (Netherlands) with no evidence of international expansion. The agency is privately held with no disclosed funding, M&A, or ownership structure beyond an apparent partnership model; key leadership includes CEO Harm-Jan Bakker and primary contact Pieter Hartkoorn.

Name

Doordacht

Legal name

Doordacht

Website

https://doordacht.nu

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Doordacht is a Dutch creative branding agency in Bodegraven that delivers brand positioning, visual identity, web design, and campaigns to SMB and mid-market clients across healthcare, food, education, technology, and government. It also develops proprietary products like the Smaakpupil health app and Mindcms CMS platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Bodegraven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Creative Agency Services: Project-based creative and branding services including brand positioning, visual identity, website design, web development, copywriting, campaigns, and employer branding. Revenue generated through project fees and potentially retainer arrangements for ongoing clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Doordacht is a Dutch creative branding agency that delivers strategic brand positioning, visual identity design, website design and development, copywriting, content marketing, SEO/SEA, marketing campaigns, and employer branding services to organizations. They execute client work using their proprietary Mindcms content management system and a workshop-based brand positioning methodology called 'Door de Molen'. The agency also builds and operates standalone digital products including the Smaakpupil taste coaching app, Woonmapp home administration platform, and Appostel church payment application.

Product overview

Doordacht is a Dutch creative branding agency offering a comprehensive portfolio of services centered around brand strategy, visual identity, and digital communications. The core offering consists of strategic services including Merkpositionering (brand positioning using their proprietary 'Door de molen' methodology), Merkverhaal (brand storytelling), and Visuele identiteit (visual identity). These are supported by execution services for Website-ontwerp, UI/UX design, Grafisch ontwerp, Copywriting, Contentmarketing, Zoekmachinemarketing, Campagne management, and Employer branding. The agency also develops proprietary digital products including Mindcms (their custom-built CMS platform used for all client websites), Smaakpupil (a taste coaching health app), Woonmapp (a home administration platform), and Appostel (a church payment application). Services are delivered through a structured process typically beginning with brand positioning workshops followed by visual identity development, website design, and ongoing marketing support.

Differentiator

Problem solved

Functional benefit

Products and services

• Merkpositionering (Brand Positioning) Strategic brand positioning service that helps organizations identify their unique market position based on qualities, competitor analysis, and target audience needs; foundation for all subsequent branding work.
• Visuele identiteit (Visual Identity) Visual identity and brand style development including color schemes, typography, photography direction, and consistent design elements that reflect brand positioning across all communications.
• Website-ontwerp (Website Design) Website design and development service combining visual design with user experience principles to create websites that align with brand positioning and drive conversions.
• UI/UX Design User interface and user experience design service that guides website visitors through applications effectively, balancing visitor experience with organizational conversion goals.
• Merkverhaal (Brand Story) Brand story development that summarizes positioning into compelling narratives, serving as a reference point for visual identity decisions and communication tone.
• Contentmarketing Content strategy and creation including blogs, newsletters, social media posts, infographics, and SEO optimization to establish brand authority and increase visibility.
• Zoekmachinemarketing (SEO/SEA) Search engine optimization (SEO) and search engine advertising (SEA) services to improve organic rankings and drive targeted traffic through strategic keyword research and content.
• Campagne (Marketing Campaigns) Concentrated marketing campaigns for specific products, services, or employer branding initiatives, including creative concepting, copywriting, video production, and media placement.
• Employer Branding Attraction and retention of talent through positioning on the labor market, recruitment campaigns, and workplace culture communication.
• Grafisch ontwerp (Graphic Design) Graphic design for printed and digital communications including posters, brochures, banners, and marketing materials that serve brand messages effectively.
• Copywriting Professional text writing for commercial purposes including slogans, social media, newsletters, websites, and informative content that engages target audiences.
• Webdevelopment Technical website and web application development including HTML coding, CMS implementation, responsive design, and performance optimization.
• Brandbook Comprehensive brand guidelines document containing positioning, brand story, tone of voice, logos, typography, colors, and visual identity rules for consistent brand management.
• Door de Molen (Brand Positioning Methodology) Proprietary brand positioning methodology adapted from Unilever's brand-key model; a workshop-based approach to discover market opportunities, organizational strengths, and develop brand positioning through four elements: foundation, market winds, brand positioning, and communication channels.
• Mindcms Proprietary content management system built in-house by Doordacht's developers and used to build all client websites; features an intuitive interface allowing clients to manage web pages, images, and text independently.
• Smaakpupil Taste coaching application for patients experiencing taste loss (e.g., due to chemotherapy); users indicate what they can taste and prefer, and an algorithm recommends seasonings to make meals enjoyable again. Used by hospitals, dietitians, and care institutions.
• Woonmapp Digital home administration platform that helps homeowners organize and store housing-related documents, photos, and administrative records in categorized digital folders accessible anytime.
• Appostel Practical payment application developed for Protestant Church in the Netherlands (PKN) congregations, enabling digital collection of church funds and management of church finances.
• Benefrietjes National campaign created in collaboration with Branch Organization Akkerbouw to help potato farmers during the COVID-19 crisis by encouraging consumers to eat fries and treat essential workers.

Quantifiable outcome

• 70% of care home residents reported being helped by Smaakpupil app after national test period
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor.

• DoubleSmartminorGTM or Marketing Partner · 1 January 2022Collaboration partner for the Lok Installaties Amersfoort recruitment campaign. DoubleSmart assisted with the execution and coordination of the campaign's online rollout.
• MultiplyminorGTM or Marketing PartnerPartner for online campaign execution for Gemeente Bodegraven-Reeuwijk employer branding campaign. Multiply handled targeted placement of vacancies on relevant websites and created animated HTML5 banners.
• Joost Hoving (Photographer)minorStrategic or Co-development PartnerPhotographer engaged for the Gemeente Bodegraven-Reeuwijk campaign. Provided professional photography for campaign imagery.
• KarweiminorGTM or Marketing PartnerLarge external partner for Woonmapp marketing strategy. Users who create a Woonmapp account receive 6 months of 15% discount on all Karwei building market products as an incentive to register.
• Rhodé Zorge Photos (Photography)minorStrategic or Co-development PartnerPhotography partner for Allure boutique project. Provided professional product and lifestyle photography for the brand.
• Dykhuizen Visuals (Videography)minorStrategic or Co-development PartnerVideography partner for Allure boutique project. Provided professional video content for the brand.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DEPT®: Large Dutch-headquartered creative and digital agency offering brand strategy, visual identity, web development, and campaigns. Closest category peer given shared Dutch origin, overlapping service portfolio (branding, web, content, campaigns), and broader scale.
• Momkai: Amsterdam-based digital agency offering strategy, design, and technology services. Comparable as a Dutch creative/digital boutique competing for branding and web engagements similar to Doordacht's project work.
• Studio Dumbar: Rotterdam-based Dutch design firm specializing in brand identity and visual design. Directly comparable as a Dutch design studio with portfolio depth in identity systems, an area where Doordacht also operates.
• N=5: Amsterdam-based brand strategy and creative agency serving Dutch and European clients. Directly comparable as a brand-led boutique competing for the same SMB and mid-market positioning work as Doordacht.
• CLEVER°FRANKE: Utrecht-based Dutch design and data visualization agency. Comparable as a Dutch creative studio combining strategy, design, and development, with a similar boutique scale to Doordacht.
• Hike One: Dutch digital design agency focused on UX, UI, and product design. Comparable as a Dutch boutique operating adjacent UI/UX, web design, and digital product capabilities to Doordacht's UI/UX and webdevelopment services.
• Fabrique [Brands & Digital]: Dutch design and brand agency working at the intersection of strategy, identity, and digital product. Comparable on integrated Dutch-market brand, web, and content capabilities overlapping with Doordacht's offering.
• Total Design: Long-established Dutch design and branding agency, now part of Dentsu Creative. Comparable on full-service Dutch branding offering spanning strategy, identity, and digital execution similar to Doordacht's scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/doordacht-visuele-communicatie
• Instagraminstagram.com/wijzijndoordacht
• Facebookfacebook.com/doordacht

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Doordacht