The project started with an initial design audit and building the business case detailing the impact and necessity of the brand architecture adjustments. A Branded House strategy was chosen based on the results of a series of extensive surveys, leading to the creation of a strong, unified Rabobank brand. To make room for new initiatives and innovations, sub- and endorsed brands that could quickly be re-absorbed into the Rabobank parent brand will also be subsequently incorporated.
Following the approval of the business case, Rabobank’s Brand Management Team started further research as well as an initial elaboration of the architecture and the development of the roadmap for implementation. VIM Group provided support in the research process as well as the further elaboration and broader implementation of the brand architecture.
The choices made for Rabobank’s new visual identity were based on the need to match both its cooperative brand positioning and the demands of the digital business landscape. The new visual identity also needed to be more flexible to accommodate new innovations.
VIM Group supported Rabobank’s Brand Management Team with, among other things:
- Mapping the current brand landscape and conducting impact analysis.
- The elaboration of the new brand architecture.
- Setting up a Governance/PMO structure with internal stakeholders and a plan of approach for the brand change.
- Providing project management support during the design process and implementing the new visual identity.
- Setting up a brand approval process for new brands, innovations, and digital assets.
- Overseeing internal communications about the brand changes through various channels.
- Setting up a brand education programme with workshops and consultancy support for various internal target groups within Rabobank.