| bpost
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: Belgium Industry/Sector: Transportation, Shipping, Delivery Below: Before and After Images in Slide Show, Rebrand Launch Video, Summary, Credits • Video Below Slide Show 
Summary: Industry Setting A few months ahead of the full liberalization of the Belgian postal market on January 1st 2011, and facing increased competition beyond its borders, the national postal operator and the country’s second largest employer (more than 35,000), “De Post-La Poste” sought to change its brand. Challenge De Post-La Poste sought to develop a new name, brand strategy, and visual and verbal identity that would unlock the value behind the business strategy. It was important to signal to the world that the business was ready to compete after full market liberalization. Strategy A single name with Anglo-lingual roots was found to surpass the lingual barriers in Belgium and to keep the company’s heritage in tact: bpost replaced De Post-La Poste as of June 17th, 2010. Johnny Thijs, CEO of bpost said: “The new name conveys our two basic characteristics. We are and will remain a postal company, and we have and will maintain strong roots in our home market.” The new brand had to serve institutional, commercial and private clients across Belgium and internationally. The brand architecture of bpost and its subsidiaries has been optimized to closer align with demands. Result The visual and verbal identity, including the logo, has been modernized to represent a dynamic company in a complex and modern world. The introduction of the new identity at more than one thousand locations, on over six thousand vehicles, 20,000 uniforms, as well as on post boxes, is happening gradually. Credits: Client: bpost - www.bpost.be CEO, Project Sponsor: Johnny Thijs Director Group Marketing Communications, Project Leader: Christ'l de Jonghe Senior Brand Manager, Project Manager: Peter de Fre Brand Strategists/Designers: Interbrand - www.Interbrand.nl Executive Creative Director Interbrand, Creative Lead: Andy Payne Creative Director, Design Execution Lead: Markus Blankenburg Creative Director, Design Execution Lead: Thierry Bigard Designer, Design Execution: Jean-Jaques Charrais Designer, Design Execution: Claire-Jean Engelmann Senior Consultant, Project Lead & Strategic Execution: Patrick Stal Managing Director Interbrand Amsterdam, Strategic Lead: Josh Feldmeth [back] |
