In 2012, the largest postal deliverer in the Netherlands received a new name and faced the enormous task to adapt TNT Post’s brand identity to PostNL. RGN brand identity services unburdened the organisation during the rebranding of all retail locations, business points, and owned locations and helped PostNL establish a strong and recognisable brand.
PostNL is one of the largest companies in the Netherlands when it comes to the number of locations. Many of which are located in third-party stores. This creates a number of additional challenges for rebranding:
- A large number of locations
- Standard situations do not always apply
- Installation must occur during opening hours
- Prevention of inconvenience for visitors and shop staff
- Shop visits must be limited to 1 visit where possible
Preparation and Local Heroes
Good preparation and detailed planning are indispensable for a project of this size. The good preparation ensured that the number of location visits could be significantly reduced. Thereby not only saved time and money but reduced the inconvenience for shop owners and visitors as well.
In addition to preparation and planning, we also needed the people to carry out the rebranding schedule. During the rebranding, we cooperated with a number of well-trained rebranding teams. Together we provided all locations with the recognisable new corporate identity of PostNL in a relatively short period of time.
More than just mail
Although we all send less physical mail than we used to, the share of parcel post has risen sharply. Therefore we also help PostNL to set up a strong brand at the Sorting Centers for Parcels and at various locations abroad.