A new visual identity within seven weeks

KPN is the largest provider of telephony, internet and television services for the consumer as well as the business market in the Netherlands. To bring up-to-date KPN's new brand position, shifting from operating as a traditional telecom provider to being a full service multimedia company, KPN developed a new visual identity.

We were asked to develop and implement the new visual style in complete secrecy until the day of the launch seven weeks later. We divided the project into:

Phase one: everything leading up to the launch. We were leading in managing the project. Our target was to apply the corporate identity to the most visible carriers: six buildings and 350 vehicles.

Phase two: everything after the launch. Now we focused on collaborating extensively with a large group of KPN employees. So the actual implementation of the new brand identity was done by the KPN people themselves; with existing suppliers, within existing contracts, fitting within the rebranding budget. The result: huge involvement with the new branding and a firmly embedded identity within the organisation.