What Mr Koreander does

Mr. Koreander is a Dutch communication agency headquartered in Amsterdam, founded in 2013 and operating as part of the MakerStreet Design group alongside Soda Studio and Resoluut. The agency delivers brand strategy, brand personality development, tone-of-voice frameworks, UX writing, copywriting, campaigns, and employer branding services primarily to large Dutch enterprises and government clients across telecommunications, retail, financial services, healthcare, public transport, and national public health. Its client roster includes KPN, Aegon, Albert Heijn, Sanquin, Roompot, Intergamma (GAMMA & Karwei), Simyo, Q-Park, OVpay, and the Dutch government, including the CoronaCheck and CoronaMelder COVID-19 apps. The agency operates as a project-based, quote-driven professional services firm, with engagements sourced through direct outreach, referrals, and the MakerStreet ecosystem, and managed by a core team of five copywriters and strategists (Rune, Dave, Tobias, Eline, Jocelyn).

The agency's offering is anchored in a methodology that begins with brand positioning and personality archetypes, then translates that foundation into consistent on-brand communication across channels. The core technology base is the craft of copywriting itself; there is no proprietary platform or SaaS product outside of a single AI-powered tool, the Toegankelijkheids-assistent (Accessibility Assistant), which analyses text for B1 language level compliance and WCAG accessibility adherence and can be configured to verify brand voice. The agency also offers a dedicated AI Copywriting service using generative AI under a human-in-the-loop model. Marketing channels are content-led, including a website portfolio, blog, LinkedIn and Instagram presence, a quarterly newsletter, and in-company workshops. The firm is privately held, with no disclosed funding, investors, or revenue figures, and is part of the broader MakerStreet Design conglomerate.

Name

Mr Koreander

Legal name

Mr. Koreander

Website

https://mrkoreander.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mr. Koreander is an Amsterdam-based Dutch communication agency that provides branding, brand voice, UX writing, and copywriting services to large Dutch enterprises and government clients, including KPN, Aegon, Albert Heijn, Sanquin, and CoronaCheck.

Ownership category

akta.pro rank

Product category

Brand Communication Services

NAICS

Advertising, Public Relations, and Related Services (5418), Graphic Design Services (541430)

SIC

Services-Advertising (7310)

akta.pro primary industry

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Brand voice development
• Copywriting services
• Ux writing
• Employer branding
• Communication strategy

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services (Brand & Communication): Mr. Koreander generates revenue through project-based professional service engagements in branding, brand voice, copywriting, UX writing, and communication strategy. Services are delivered by their core team of 5 copywriters and strategists, with work scoped per client project.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Mr. Koreander is a Dutch communication agency that provides brand voice development, copywriting, UX writing, and branding services. The agency helps brands create distinctive, consistent communication through strategic services including brand positioning, brand personality, tone-of-voice creation, employer branding, UX writing, copywriting, and campaign development. They also offer an AI-powered Accessibility Assistant tool that checks texts for B1 language level and WCAG compliance, and deliver workshops to client teams.

Product overview

Mr Koreander is a communication agency offering a comprehensive suite of brand communication services organized across three strategic pillars: Brand Experience Design (merkbeleving), Customer Journey Improvement (klantreis verbeteren), and Service Expansion (dienstverlening uitbreiden). Their core services include brand positioning, brand personality development (using archetypes), tone of voice/brand voice creation, employer branding, UX writing, copywriting, and AI copywriting. They offer one AI-powered product: the Toegankelijkheids-assistent (Accessibility Assistant), which checks texts for B1 language level and WCAG accessibility compliance. Additional offerings include creative copy, campaign development, and workshops. The agency serves notable Dutch clients including KPN, Aegon, Sanquin, Roompot, Albert Heijn, and developed the UX copy for government apps like CoronaCheck and CoronaMelder.

Differentiator

Problem solved

Functional benefit

Products and services

• Merkpositionering (Brand Positioning)

Quantifiable outcome

• 1.9% conversion improvement in Sanquin's donor sign-up flow = 10,000+ new donors per year
• +3 more outcomes

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• MakerStreet DesigncoreOthersMr. Koreander is part of MakerStreet Design, a product and brand design group that includes Soda Studio, Resoluut, and Mr. Koreander. MakerStreet Design activates these agencies for work. MakerStreet is also the entity handling data protection queries ([email protected]) and provides shared infrastructure.
• Soda StudiominorStrategic or Co-development PartnerUX design agency within the MakerStreet network. Shares office space and occasionally collaborates on client projects requiring UX design and copywriting.
• ResoluutminorStrategic or Co-development PartnerVisual strategy agency within the MakerStreet network. Shares office space and frequently co-produces client projects, including Atida (Red Dot Award), Hotel Pomander, Karwei & GAMMA, Simyo, and FinancialLease. Named as 'sidekicks' in case studies.
• Big ShotsminorChannel Partner/ Reseller/ DistributorProduction agency that produced video content for the Roompot campaign alongside Mr. Koreander and Resoluut.
• HiguitaminorChannel Partner/ Reseller/ DistributorAdvertising agency that created the accompanying campaign for FinancialLease.nl, a client also served by Mr. Koreander.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dawn: Amsterdam creative agency working across brand, campaigns, and content for European brands; comparable on Amsterdam base, mid-size team, and integrated creative services.
• KesselsKramer: Independent Amsterdam creative agency known for distinctive brand voice and campaigns across Dutch and international clients; highly comparable on creative-led, personality-driven brand work.
• Fitzroy: Amsterdam-based creative agency producing brand campaigns and content for Dutch and international clients; comparable on Amsterdam location and creative-driven brand work.
• Reed Words: UK-based copywriting and language agency dedicated to brand voice, naming, and verbal identity; a specialist peer comparable on service focus if not geography.
• N=5: Dutch creative and brand agency serving large Dutch clients across sectors; comparable on agency model, Dutch enterprise focus, and brand-led communications.
• TamTam: Dutch agency focused on brand, content, and customer experience for enterprise clients including government and regulated sectors; closely overlaps with Mr. Koreander's service mix.
• The Writer: London-based agency specialising in language, tone of voice, and brand writing for global brands; the closest international analogue to Mr. Koreander's verbal-identity focus.
• Achtung!: Amsterdam-based creative agency offering brand strategy, campaigns, and content production for Dutch enterprises; comparable in size, Amsterdam footprint, and brand-driven offering to Mr. Koreander.
• Code/0: Dutch brand strategy and creative agency working with Dutch enterprises on positioning, identity, and campaigns; comparable on Dutch mid-market/enterprise brand focus.

Broad incumbents

• Dept Agency: Large Amsterdam-headquartered digital agency offering brand, content, and technology services at scale; a broader incumbent that competes for the same Dutch enterprise branding budgets from a much larger base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mister-koreander
• Instagraminstagram.com/mr_koreander

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Mr Koreander