A fantastic assignment

The route there has been via several acquisitions, so there was then a situation in logistics/distribution where there were many different companies each with a different profile. To sum up, it was very difficult to perceive the Group's substantial market size based on the branding that existed, and there was no common name that tied them together. Something had to be done!

In the summer of 2006, Brand Factory was a supplier to parts of the Group in Norway, and we positioned ourselves for the next procurement round by means of a prequalification of future suppliers. The following year the enquiry came for a "framework agreement for branding vehicles" for Norway, Sweden, Finland, Denmark and the Baltic region. After being selected as supplier for this, Brand Factory was involved in the process of preparing, planning and implementing the new visual identity for Posten Norge AS and Bring in the Nordic and Baltic region with five underlying lines. This work resulted in close collaboration with purchasing, marketing, external agency contacts, distribution and then an in-house vehicle group within the customer Group. 33M was involved in the process at an early stage and participated in the testing that was carried out. In the summer of 2008 everything was finally all set and during the first weekend in September 2008 the new profile was launched with pomp and ceremony.

That weekend work was carried out in all major cities throughout the Nordic region, from Friday morning until Sunday evening. In Norway alone over 400 cars were rebranded, and in the space of 4 busy months in autumn 2008 about 2500 units were rebranded. Reporting has been ongoing and there has been a review of the work performed in each country in the weekly status meetings, and this has been compared against the objectives set for each country and line. Work has progressed unabated during 2009 and will continue throughout 2010. A key component of this project is the colour change of the existing vehicle fleet, which is carried out using film, so-called full-wrapping. The advantages of this technology are numerous, but the most important one is perhaps the cost efficiency that is inherent in the very short set-up time of the material compared to repainting. In order to further enhance the profile and to guarantee safety in the best way possible, large parts of the logo elements are produced on 3M's Scotchlite reflective film.

Overall it is a fleet of approximately 10 000 units rebranded over a period of three years, and the project is the largest ever in the Nordic region for the rebranding of vehicles. Brand Factory was a natural partner because of our coverage area that matches customer needs almost perfectly, while at the same time we have the necessary capacity and skills to carry out an assignment of this kind. We are very proud to have made considerable progress in the implementation of this major assignment.