One of the primary advantages to rebranding is the opportunity to create a new identity that captures the essence of who a business is, what it stands for and what it has to offer in the way of products and services. Additionally it provides a fantastic opportunity to distinguish organisations from their competitors.
For an established company, it provides an opportunity to breathe new life into the operation, to get their staff members excited about the changes that are taking place and to energise the business.
The start of 2008 saw the completion of a full rebranding project for Inchcape Fleet Solutions by One2create. From inception, we have been heavily involved in providing suggestions for the development of many of Inchcape Fleet Solutions’ branding initiatives, proofreading copy, changes and more.
The new logo was introduced across the organisation by the utilisation of a detailed implementation plan devised by One2create. In order to create momentum for the change of brand, the plan was presented to the Board of Directors allowing an open forum for discussion.
In order to utilise PR to its maximum potential and create as much interest as possible, the changeover was carried out via a highly publicised launch day. This included bespoke invitations, activities, literature, promotional items and e-mail campaigns – even down to the branded cakes used as give-aways!
Items included in this exercise were:
In order to add true value, One2create carried out an in-depth analysis to establish which paper-based items were still in use. By challenging IFS with regards to the use of such documents and suggesting alternative electronic solutions we were able to reduce the print requirement by approximately 80%. This represented a considerable saving for IFS in both financial and environmental terms.
We continue to develop and maintain the brand and plan to update the website and point of sale materials this year, in order to continue the fresh and new feel of the re-brand.
We were tasked to re-design the current website to bring it up to date with the new branding guidelines, and to optimise it for search engines. We created a leading-edge design based on the recent rebrand and a more user-friendly navigation system, whilst also streamlining the content.
We edited a sleek video sequence to run on the front page, which would promote energy and engage the users. Another element was to add an Interactive Virtual tour of the Inchcape Fleet Solutions workstations. The site build uses the latest techniques (CSS) used in development. The website also passes AA accessibility validation.
One2create received a brief from IFS detailing the requirements for an enhanced, interactive reception screen. Our creative team provided a number of visual designs that included the use of logos, restructured text and animations. Final amends were made to enhance logos and add value to the graphics.
Following approval, we began the animation phase. The graphics and text were imported using multimedia authoring software, and the finished product was thoroughly tested on 4 interconnected PC screens and delivered on time and within budget.
In keeping with IFS' commitment to remaining technologically advanced from its competitors, One2create recommended the use of touch screens. As can be seen in the Head Offices, these employ a variety of modern developments to direct visitors around the building and provide a wealth of information about the company procedures and staff members.
One2create adjusted the design of the IFS screensaver, incorporating animations and new text to continue the reception screen theme. Extensive research ensured that the correct file type was developed to allow the screensaver to work on all of the company's PCs.
One2create produced electronic brochures to support the range of products offered by Inchcape Fleet Solutions. These brochures are an electronic version of a printed brochure and can be sent out as stand alone products or hosted online to provide easy access. The ebrochures allow the reader to turn over pages and re-visit sections if required. They use the latest technology and of course are designed to a very high standard to reflect the same standards as a printed brochure would, while reducing the environmental impact and costs.
Following a briefing from the Director of Inchcape Fleet Solutions, we provided three separate designs for consideration. Two designs are used today; one for internal meetings, in order to include their company 1st logo, the group-wide initiative that focuses on customer satisfaction, and an external template that uses different imagery and layout. We are soon to provide Inchcape Fleet Solutions with an interactive presentation tool, which will be due for launch in the coming months.