We regularly get asked why we chose the name the orange turn. Does it mean something? The answer is: yes, absolutely.
The colour orange was not chosen at random. Orange generally symbolises joy, enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. In short, many beautiful, positive, and meaningful things. It also stands for warmth—something we value deeply.
a nod to our roots
The colour orange also connects directly to our Dutch heritage. We—Annemieke and Bink—are both from the Netherlands, where orange is more than just a colour. It represents our national identity. The Dutch royal family carries the name van Oranje-Nassau, which translates to of Orange-Nassau. During international sports events, Dutch athletes and fans alike proudly wear orange. Though we see ourselves as citizens of the world, orange remains a meaningful reminder of our roots.
what "the orange turn" means
The name the orange turn also has a deeper meaning in the context of our mission. In business, and sometimes in life, a turn is needed. That could mean a full pivot—a 180-degree shift—or a subtle redirection. Either way, it's a movement, a change, a conscious decision to go in a better or more mindful direction.
And it’s not just about making a turn. It’s also about your turn. Your moment to grow, to act, to lead, to change. With our guidance and insights, we aim to inspire that awareness and action. In your work. In your life.
That is why we are the orange turn.