VIM Group helped Schiphol translate a new brand promise: ‘Thuishaven voor wereldreizigers’ (‘home base for world travellers’) into a clear, coordinated and executable rebrand across physical and digital touchpoints
Challenge
Schiphol had a fragmented brand landscape: a functional place with limited emotional connection, no recognisable colour and different labels and identities across the airport ecosystem. The organisation wanted to bring everything together under one strong parent brand.
The ambition was to make Schiphol feel calmer, clearer and more recognisable, while reconnecting the brand with its heritage as a pioneer since 1916 and its meaning for travellers: the excitement of discovering new worlds and the feeling of coming safely home.
The challenge was to turn that ambition into a consistent experience across a highly complex and visible environment, from wayfinding, signage and digital interfaces to IT systems, interiors, fleet, workwear, retail and other touchpoints. Implementation also had to balance cost, timing and operational realities.
Solution
VIM Group supported Schiphol in translating the rebrand into an executable implementation programme.
Impact analysis
VIM Group delivered a quantified assessment of the implementation impact across signage, digital environments, IT systems, interiors, fleet, workwear, retail and other touchpoints. Scenario modelling helped Schiphol weigh cost, timing, operational implications and brand visibility.
Design management support
VIM Group supported Schiphol’s in-house team with design management, helping coordinate workstreams and move design decisions from concept towards implementation. Brand portal selection VIM Group supported the selection of a suitable brand portal to give the organisation structured access to brand information and materials.
Brand management support
VIM Group supported selected brand management activities, helping Schiphol apply and manage the new brand consistently across the organisation.
The rebrand was developed through a collaboration between several partners:
Brand strategy: Eastwood Brand Consultancy
Visual identity: Thonik
Communication and activation: ACE
Programme management: Schiphol, supported by VIM Group specialists embedded in the in house team
Together, these contributions helped Schiphol move from a fragmented brand landscape towards one connected brand, designed to work online, offline and on-site
Results
The rebrand brought Schiphol’s brand landscape together under one parent brand and connected the brand promise, identity, communication and experience. VIM Group helped make the transformation actionable through impact analysis, design management, brand portal selection and brand management support.
1
unified parent brand
1000+
assets and touchpoints
4
brand building blocks
