Luminor

When Stockholm-based Nordea and Norwegian bank, DNB ASA announced their intention to merge banking operations in the Baltics (Estonia, Latvia and Lithuania), they came to VIM Group for project management and expertise related to brand implementation, development and planning.

The merge required bringing together personnel from three countries, the creation of a new name and visual identity for the bank, as well as migrating IT systems, infrastructure and governance structures. All of which presented unique logistical and technological challenges in a highly competitive industry, where innovation is synonymous with success. Added to this, the merge had to take place within a tight timeframe to ensure the launch was completed in Q4 2017.

To manage this challenging programme, Indy AB (a holding company) was set up to co-ordinate all preparatory activities for the merger, supported by VIM.

To kick-start the process, VIM brought together the Communications, Brand & Marketing teams and set about formulating a clear action plan. Reporting directly to the Transformation Management Office (TMO), VIM ensured the team complied with TMO rules and procedures, which was not previously the case.

To help Indy AB meet the ambitious launch timetable and its key business objectives, VIM developed a tailored project plan, outlining feasible scenarios for brand roll out, and a priority matrix of all brand touch points. Crucially, the plan set out key milestones to launch, and a subsequent staggered implementation programme across the specified brand touch points.

In parallel, VIM created practical desktop tools (such as an applied design briefing template, and a process flow) to help workstream leaders deliver the brand implementation locally. VIM also worked closely with FutureBrand, the creative agency, on the development of the applied designs.

The Indy team quickly adopted the principles of the plan, taking forward key learnings, which directly fed into the organisational roadmap and wider communications plan. Separately, VIM consultants provided expert technical support on the principles of applying the new Luminor brand to exterior illuminated signage.