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Client
Aannemersbedrijf HaafkesField
ConstructionSome companies build walls. Others build trust. Haafkes builds both. For 100 years, this Twente-based family business has stood for quality, reliability, and the joy of working together. With more than a hundred skilled professionals who take pride in their work and in each other.
Since 2023, we at Supa Dupa have become part of that story. Not as an agency at a distance, but as a partner at the table. Day in, day out, we help build a brand and culture ready for Haafkes’ next chapter.
After nearly a hundred years of building, a new question emerged: how do you stay true to your family DNA and our down-to-earth mindset, while growing as a modern employer?
The key was something that had always been there: the way Haafkes works together. That insight sparked an important shift. From "Haafkes builds" to "Haafkes builds together". Not as a new slogan, but as a compass connecting everyone in the organisation, from construction site to boardroom.
We translated that feeling into a straightforward, warm identity with honest photography, short sentences, and stories told by real people. Together with the team, we developed a sharp brand strategy, the employer brand campaign "Mooi Werk" (“Great Work”), a renewed website, a consistent content line, and sessions that strengthened pride and culture.
The result is more than a brand story. Haafkes builds together has become a movement. New colleagues feel at home faster, employees see themselves reflected in the direction of the company, and pride is tangible in every conversation. A family business moving forward, without losing itself.
Our approach
We don’t work from the sidelines. We sit at the table together with the management team, defining direction, sharpening choices and turning strategy into daily reality. Not as a one-off project, but as an ongoing rhythm where brand, culture and operations move as one.
We build from the inside out, connecting brand and organisational strategy, strong on the inside and recognisable on the outside.
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A word by Lucas Haafkes, owner of the company
“Supa Dupa helped us build towards our next chapter in a way that truly fits Haafkes. Not with a standard approach, but through a close partnership that gives energy and propels momentum.”
Gewoon Mooi Werk!
At Haafkes, the pride lives in the work itself. In the builder who drives past in the evening and nods at what he's put up that day. That feeling is what we wanted to capture, not invent.
We found it in three words everyone already knew: "gewoon mooi werk." Simply good work. From craftsmanship to the jokes on the scaffolding, it all fits. And that "gewoon", that plainness, isn't understatement. That's Twente.
Around that promise, we built a recruitment platform that breathes who they are. With film, site and promotion teams. Because when Haafkes grows, the craft grows with it.
Our impact
Strategic development
We embedded Haafkes builds together as a strategic compass for the organisation, the brand, and its communication, guiding the next phase, without losing its family DNA.
Transition management
We guided the transformation from within, not as a one-off project, but as an ongoing rhythm where strategy, culture, and daily practice come together.
Design that moves
We translated strategy into meaningful moments that created pride, connection, and momentum, from employer branding to the anniversary celebration and internal events.
