The Belgacom group is the Belgian Leader in telecommunication with more than 17,000 employees. In a world of hard competition and complexity, the brand needed to change. With a multiple portfolio of customers brands (Belgacom, Proximus, Telindus, Belgacom TV, Skynet), the need came to create simplicity from complexity, become a leader as “one stop shopping telecom service provider” and take advantage of synergy potential . Create a young, dynamic and sexy brand situation.
We helped the Belgacom group change, from a complex brand architecture to a simplified system translating convergence between Belgacom brands, leading its brands through a single concept : the ‘narrative’ system. We created a visual identity that tells a story and that is starting to appear on every Belgacom Group product.
Steps to convergence consisting in the alignement of logotypes to create the sense of family, and the creation of a communal graphic system (same font and grid system).
We also took the opportunity to bring freshness back to brands. Under this banner, we also worked on dozens of projects to put the concept at the heart of the brands – from designing workshops to create internal sub-brands allowing employees to understand the stories that underlie the idea.