NS Hispeed is NS International’s new name. It is NS’s high speed brand with destinations all over Europe. With the new name and corporate identity the organisation wants to stress its international character.

Our assignment was to execute the rebranding from NS International to NS Highspeed. In one day.

 

Doing a one-day-rebranding is very ambitious. But, when done well, it can be a very powerful marketing instrument. We have done it before. Those previous experiences helped us with the NS Hispeed case. Our activities focussed on stationery, the interior and exterior of, among others, the Ticket & Service Shops and all ICT and systems like screens and ticket machines.

After careful planning and closely cooperating with NS employees, on 6 December 2008 we replaced all corporate identity elements. In one day.

The complexity of the rebranding was mostly organisational. NS has a large field of influence, meaning that we had to cooperate with many units inside and outside the company. Our challenge: keeping everybody connected and in pace with all information and communication - essential to meet the project planning.