Odido is a Dutch telecommunications company that offers mobile services, focusing on reliability, flexible pricing, customer satisfaction, and accessible communication solutions for a broad audience.
The challenge
In October 2022, VIM Group was commissioned to establish a temporary creative agency. The mission: to develop and roll out a completely new brand identity, including a website, spatial concept, and the launch of new services in television, fibre-optic broadband, and mobile.
The biggest challenge? Everything had to be done in utmost secrecy. No element of the brand was allowed to leak before the official launch.
Our solution
Secretly establishing a ‘Brand Office’
VIM Group set up a secret 'Brand Office' in Amsterdam. From this closed environment, a team of around 100 specialists from various disciplines collaborated on all aspects of the brand – from strategy to visual and spatial design.
To manage this effectively, VIM Group selected creative partners for elements such as content, sound, illustration, iconography, typography, and photography. A team of design managers oversaw the entire creative process, from briefing to execution, and ensured consistent application of the brand at every level. This went beyond visual and verbal elements: digital and physical experiences were also completely redesigned.
The scale of the project is evident in the figures:
Growth from 7 to 80 team members in 5 months
541 signed NDAs
1328 design briefings
36 weekly stand-ups
6,076 design reviews
864 brainstorming sessions
86 workshops
18 hours of presentations for stakeholders
The rebranding of 120 stores
A major part of the rebrand involved redesigning 120 retail locations. After a testing phase with a prototype store, floor plans, and designs were created and approved for each location within three weeks.
For production, VIM Group collaborated with factories in Turkey. A total of 3,240 elements were manufactured under supervision, with sustainability as a key principle. All materials were delivered seven days before the brand launch. In just three nights, 1,500 specialists transformed all the shops, without store employees or customers having any idea beforehand. The operation was carried out under the guise of regular maintenance, ensuring the new identity would be only revealed at the official launch.
The result
Thanks to strong coordination, with weekly progress reports and regular evaluations, VIM Group was able to punctually implement the new brand identity.
The Brand Office delivered:
Over 750 brand assets and elements (photos, icons, and illustrations)
Over 1000 designs and copy for implementation
The rebranding was successfully executed within budget. At 10:00 on launch day, the redesigned shops opened their doors. Simultaneously, the official launch of Odido took place. This milestone included the opening of the rebranded Odido headquarters, the rollout of a brand campaign, a special event to introduce employees to the new brand, and the debut of the updated website.
The project exceeded expectations. The speed of execution proved critical, and the marketing KPIs showed a significant upward trend, demonstrating the rebrand's positive impact on the company.
Key learnings from the rebrand
The Odido rebranding provides valuable insights for future projects:
Dare to take risks: The bold ‘big bang’ approach to the brand name, identity, and strategy paid off. This shows that calculated risks can drive significant growth in brand value.
Confidentiality fosters collaboration and creativity: By isolating the team in a confidential setting, VIM Group created a space where creatives from different agencies could freely collaborate. This led to innovative solutions and strong results.
The power of unity: By launching all brand expressions simultaneously, Odido was able to present a consistent brand identity from day one. This ensured immediate recognition and impact in the market.
Dedication accelerates progress: The decision to create a dedicated, secluded team outside the regular organisation ensured full focus and quality. This approach enhanced both efficiency and high-level creativity.
Disciplined project management is crucial: The complexity of developing over 1,000 assets and coordinating the launch across multiple locations required strict project management. This was essential for meeting deadlines and ensuring a smooth rollout both at the offices and across 120 retail locations.
541
signed NDAs
> 1,000
designs and copy
120
redesigned shops
