At the end of 2019, KidsFoundation, the parent company of Smallsteps, Zus en Zo, Belle Fleur, and SKS Alles Kids, and Partou joined forces to move forward together. This new childcare organisation, with 9,000 employees, provides daily care for around 67,000 children. It holds a market share of approximately 8 percent in the market for daycare centres, toddler care, and out-of-school care. Through this integration, it offers better quality and continuity for parents, children, and employees.
The Challenge
One organisation also means one brand name: Partou childcare. The simplification of the brand architecture will lead to efficiency, cost savings, and an increase in brand value. All brand carriers needed to be adjusted. Partou engaged the corporate brand implementation consultancy VIM Group for support in organising and implementing this complex rebranding operation.
Our Solution
VIM Group used a four-phase approach to implement the new identity in a structured manner. The first phase was an impact analysis, to provide insight into the consequences of the rebranding for the brand carriers from a financial, visual, and organisational perspective. VIM Group presented the different scenarios to the management of Partou and then developed a SMART scenario and a project plan for the implementation. A project organisation was also set up with a programme manager and working groups with representatives from various disciplines at Partou.
Rebranding of Various Locations, Website, and Company Clothing
In the second and third phases, a further inventory was carried out. Based on this, VIM Group supported the working groups in formulating requirements and briefings for the different brand carriers (including buildings, company clothing, websites). Prototypes of the various creative proposals were also created to check their applicability and ensure well-informed decisions could be made. In addition, for each sub-area, one or more suppliers were selected through tenders, and the production of the new brand carriers was set in motion.
Marika Zijp, CCO Partou
The Result
The final phase of the project was the rollout of the visual identity. In total, 700 childcare locations, the website, company clothing, and all IT systems adopted the new identity of Partou. Additionally, a brand portal was introduced with all the guidelines and digital assets of the new brand. Through this site, employees and partners can easily access all brand components, which contributes to efficiency and consistency in using the brand.
