A new name

With 35,000 employees and 1,300 post service points, De Post/La Poste is the largest postal organisation in Belgium.

To prepare for the opening up of the postal market in Belgium on 1 January 2011, De Post/La Poste was keen to profile itself in a way that would reflect the modern organisation that it had become over the past few years. To this end, it also introduced important internal changes to improve its customer orientation and competitive strength. In 2010 De Post made the decision to change its name to bpost

Our task was to support the transition of the brand from De Post to bpost.

Gradual change

We started work on 1 March 2010. Based on the impact analysis that we had performed and our advice, it was decided to carry out the implementation gradually as and when natural moments arose for replacements to be introduced. The reason for this was to keep the costs of the rebranding as low as possible.

On 17 June 2010, bpost went public with its new name and with its first brand carriers. We took care of the launch of these initial brand carriers: a number of vehicles, scooters and bicycles were ready in time for the press conference and the celebratory announcement, to which the relevant minister was invited. Following this launch we chaired the design group.

This project was managed by our member NykampNyboer.