Mapping a New Brand
The support centre GIS Flanders (SC GIS) is converted into the Agency for Geographical Information Flanders (Agiv). The conversion is a part of the Flemish public administration reorganisation, Better Administrative Policy and calls for a new logo and a new corporate identity.
Analysis shows that some of SC GIS external partners are not satisfied, despite the centre’s dynamics and technical expertise. Communication errors sometimes create too high expectations. Therefore, being customer-oriented and being reliable require special attention. Maintaining the role of pioneer is an absolute must, but with a bit more stability and external focus.
Strategy and approach
Changing the centre’s name is a step towards adulthood. An agency is just so much more than a support centre. This reflects in a modern and dynamic logo, and should of course also shine through in the corporate identity. Guidelines on how to implement this corporate identity both visually and verbally, will at the same time point Agiv’s internal and external communication in the right direction.