VIM Group’s efforts and insights enabled bpost to make considered and balanced choices during its rebrand. The result was a cost-conscious, but also visually successful, brand transition.
Rebranding
Challenge of De Post / La Poste
With 35,000 employees and 1,300 post service points, De Post / La Poste was the largest postal organisation in Belgium.
In 2011, the postal market in Belgium opened up to competition. DePoste / La Poste chose to prepare themselves for this by developing their profile and public image to reflect the modern organisation it had become. Important internal changes were introduced to improve the brands customer orientation and competitive strength. In 2010, De Post / La Poste chose to rebrand as bpost.
Our solution
VIM Group’s task was to support the transition of the brand from De Post to bpost.
Work began in March of 2010. VIM performed an Impact Analysis and presented its findings and recommendations, which led to the decision to carry out a gradual implementation, allowing for replacements to be introduced as and when necessary. This method allowed costs to be kept as low as possible.
Results
On 17 June 2010, bpost went public with its new name and with its first brand carriers. VIM took care of the launch of these initial brand carriers: a number of vehicles, scooters and bicycles were ready in time for the press conference and the celebratory announcement, to which the relevant Minister was invited.
Following this launch, VIM chaired the design group for the remaining touch points.
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