Launching a new visual identity for its 50th Anniversary, global consultancy firm Capgemini appointed brand implementation team Brand On, part of the Modulex Group. Having worked with various local offices within the Modulex Group, Cap Gemini selected Brand On due to their global capabilities and proven implementation expertise.
Before the project even began, the team at Brand On were keen to establish an open and honest relationship with their client.
Philippa Brown, Account Director at Brand On, said: “We advised the client that we can add real value when we are engaged as part of a team, in a very open way. They really liked our approach and could see that working openly was the best way forward. Collaboration from the outset was essential to the success of this project.”
Having assisted the team at Capgemini with pre-project budgeting and planning, Brand On set to work on the project management, design, manufacture and installation of the new identity. The first wave of implementation covered 30 offices within Capgemini’s core markets in 12 countries (US, France, Germany, Spain, UK, Italy, Poland, Canada, Singapore, Brazil, China, and the Netherlands). Working closely with Capgemini’s branding team – mostly in a virtual context, as their core team were in different locations globally – was pivotal to completing the first wave on time.
Brand On’s remit included physical surveys of each site, followed by design development of signage guidelines and managing the planning permissions process. A key objective of the project was to enhance the application of the visual identity at each of the locations, rather than simply replacing ‘like for like’.
With sign off on the new logo, created by Brand Pie, less than 8 weeks before the launch, pressure was placed upon the project schedule. The team rose to the challenge of developing the signage guidelines, achieving sign off on each site proposal, and then manufacturing and shipping to each site within this timeframe – especially challenging as it also spanned the busy European holiday season with many site contacts away for 4 weeks.
All 30 sites were de-branded within 48 hours, to coincide with the CEO’s announcement of the brand change in October 2017. Drawing on their experience of managing similar timescales and regional requirements, Brand On installed all sites with the new branding within a two-week window.
The next phase of the project is currently in progress involving the re-branding of Capgemini’s remaining 266 international sites with completion of all the re-branding activities set for end 2018.