Reputation ranking up 13 places

Challenge – The world and Norway Post are changing
On the business side Norway Post has acquired several postal and logistics companies throughout the Nordic countries. This is essential for meeting the competition from major, international players. Publicity about this investment within the market was a huge necessity. Publicity in the private market was also important, if Norway Post was to show that it is changing to meet the new demands from customers. A good reputation is also crucial for survival in a highly competitive situation.

Solution – New brand for two services
28,000 employees are proud of Norway Post and its significance in a society that is constantly changing. This significance had to be made clearer, and a new branding strategy was started in 2006 with completion in 2008. The biggest job was launching a new and common brand to the business market, i.e. gathering all the different players under one umbrella. At the same time, there was the challenge of ensuring the family resemblance between the private and business concepts, without losing the identity Norway Post has worked to establish. A new name was developed (Bring) as well as a new logo, which was similar to Norway Post's new logo, just using other colours. The twin logos were given a clear visual differentiation and a just as clear similarity.

Result – Norway Post and Bring ready for competition
The graphic design has been crucial for the success of the new strategy in the market. The new brand and logos were quickly established and recognised in the market. Moreover, Norway Post's reputation has greatly improved and is now ranked in 12th place compared to 25th place before the launch in 2008. After as little as a year, surveys showed that unprompted category knowledge of Bring achieved 56% and logo recognition was at 69%. The same surveys show that the graphic solutions are working as they should, and are creating solid synergies between the Norway Post and Bring brands. In other words, a complex challenge solved in a very successful manner.

Category: Design management – branding – sales and communication

Company: Norway Post

Project group company: Customer contacts: Gro Myking and Anne Marie Brady
Authors of the case: Per Ivar Grenness, Gro Myking and Magne Hertzenberg

Design: GROW

Project group design company: Design agency team – Grow: Andreas Rosenlew, Managing Partner; Ulf Sandberg, Creative Director; Marte Alvfalk, Assistant Account Director; Andreas Bjöwi, Account Director; Anders Nord, Graphic Designer; Emilie Cheng, Graphic Designer; Ebba Björkquist Lorenius, Graphic Designer; Ehrling Braghfors, Graphic Designer; Magnus Helin, Final Artist
New Sense: Per Ivar Grenness, Insight

Award / year: Design Effect Award - 2010

Category: Nominated Grand Prix