dsm-firmenich is a global leader in nutrition, health, and beauty, created in 2023 through the merger of DSM and Firmenich. With more than 30,000 employees across four business units, the new organisation needed to quickly establish a unified identity while managing one of the most complex post-merger integrations in Europe.
Challenge
The merger brought together two very different organisations – DSM, Dutch, structured, and corporate; Firmenich, Swiss, family-owned, and agile. This created profound operational, cultural, and branding complexity. Key challenges included:
An extensive and overlapping touchpoint landscape, spanning digital, packaging, signage, and workplace assets.
The urgent need for Day 1 brand activation without a finalised go-to-market strategy.
Competing expectations across geographies and business units, requiring sensitive stakeholder management.
Design decisions being developed in parallel by the branding agency, adding complexity to implementation planning.
Limited governance structures to support coordinated rollout across 30,000+ employees.
Solution
Impact analysis and budget scenario planning
Working alongside the branding agency, VIM Group conducted a single, integrated Impact Analysis across DSM and Firmenich operations. This mapped and prioritised touchpoints by visual impact and cost, identified risks and opportunities, and produced three budget scenarios. We recommended a “Balanced” approach, ensuring quality brand presence while leveraging business-as-usual synergies to control spend.
Phased brand rollout flight plan
We designed a three-phase rollout:
Day 1 activation – delivering high-visibility assets such as website, email signatures, and HQ signage.
Fast-track rollout – covering asset standardisation and supplier mobilisation.
Long-tail execution – ensuring full transition of remaining touchpoints into 2025 and beyond.
Programme management and governance
We proposed and established a formal PMO governance model to provide structure, visibility, and momentum. Key workstreams were defined and resourced, including:
Digital & IT
Packaging
Legal & Regulatory
Facilities & Signage
Document Management
Workwear
Implementation and technical support
As internal resources came under pressure, VIM took a hands-on role across priority areas:
Signage & facilities: Developed signage rollout strategies, coordinated suppliers globally, and supported flagship HQ transition in Maastricht, including high-profile reception installations.
Workwear: Led design materialisation, supplier selection, and sample reviews, ensuring brand integrity and cost efficiency.
Procurement support: Drafted RFPs, supported vendor assessments, and advised procurement on cost-saving opportunities.
Document & asset transition: Rebranded core materials and templates across departments, ensuring immediate business readiness.
Applied design advisory: Translated abstract design principles into practical specifications for scalable, real-world application.
Budget optimisation and resilience
Midway through the project, budgets were halved. Thanks to VIM’s prioritisation framework and flight plan, key milestones were still delivered without compromising brand consistency or operational stability.
Results
With VIM Group’s structure and technical expertise, dsm-firmenich successfully launched and embedded its new identity despite significant complexity:
Day 1 launch delivered across digital and physical touchpoints.
Governance and rollout plan implemented, bringing clarity and coordination to a fragmented effort.
Budget halved mid-project, yet milestones achieved, thanks to prioritisation and scenario planning.
High-priority sites delivered with full design implementation, including the new HQ in Maastricht.
Long-term brand adoption supported, through toolkits, governance models, and applied design standards.
Day 1
brand launch
50%
budget cut
30,000+
staff aligned
