The challenge

Lovinklaan Foundation is the largest shareholder in Arcadis, a global Design & Consultancy firm for natural and built assets. Operating entirely for the benefit of Arcadis employees, the foundation funds development opportunities for Arcadians across the globe. Research showed that employees were not aware of the benefits Lovinklaan offered and were not taking full advantage of the many schemes available.

Edelman was asked to redesign the entire brand identity and relaunch it in time for Lovinklaan’s 35-year anniversary. This would involve more than simply a redesigned logo: it needed to bring together all elements of the brand across all touchpoints both online and offline. Complicating the challenge, Lovinklaan is most well-known for its individual campaigns and programs, rather than as a brand in its own right. This meant that the brand architecture would need to be flexible enough to accommodate programs with their own existing brand equity, but strong enough to present an overarching cohesive identity.

Idea

Edelman worked closely together with Lovinklaan to refine its mission and vision, ensuring a strong platform from which to build a new brand identity. This visual rebranding was an important milestone in the progress of the foundation’s trajectory towards its desired future state. To make sure the refreshed brand had the right look and feel, we started the rebranding journey with a thorough analysis, a global research among leaders, and a deep-dive session with the client.

The in-depth conversations with the client allowed Edelman to come up with an actionable strategy, a set of sophisticated designs, and offered execution support during the implementation phase of the global rebrand campaign. Edelman created a unified look and feel to help employees recognize the different Lovinklaan programs. The new visual identity incorporates all programs and enables Lovinklaan to unite and become an integrated foundation with a diverse range of relevant programs for all Arcadians, for now and for the coming decades.

Impact

The rebrand was introduced to 27.000 employees of Arcadis in 70 countries around the world during the 35th anniversary. With this awareness campaign, including an offline activation, a corporate video, a global newsletter, and a social media activation, we further increased awareness, engagement and enhanced the brand image of the Lovinklaan Foundation.

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