Swift and secret introduction

KPN is the supplier of telephone, internet and television services in the Netherlands for both the residential and commercial market. A new identity was developed to cement the repositioning of the organisation from a traditional telephone company to a multimedia company.

Our task was to implement a new visual identity in just seven weeks (and under the strictest confidentiality) together with a design studio and KPN itself.

Driving force

We divided the project into two phases: phase one was the pre-launch phase and phase two the post-launch phase. In the first phase we were the driving force behind the entire project. Our goal here was to apply the new identity to the most visible brand carriers. We therefore implemented the new corporate identity on six eye-catching buildings and 350 vehicles. In the second phase we took on much more of a supervisory and advisory role. We involved KPN’s employees during implementation, increasing their engagement with the new brand.

A few examples: the ‘Buildings’ project group adapted 56 office premises and around 1,500 technical sites within the space of a year. We handled 70 vehicles a week – 2,800 in total.

The rebranding of the KPN vehicle fleet was a challenging, large-scale project that presented some excellent learning opportunities (also for KPN). It earned respect on all sides within the automotive world, making it a good advert for NykampNyboer too.

Cees van der Want, Category Purchaser at KPN