Flanders Investment and Trade
Selling a Region to the World
Flanders Investment & Trade (FIT) is a government agency promoting sustainable international business, in the interest of both Flanders-based companies and overseas enterprises. FIT has a local network in all provinces and a worldwide network of 90 offices.
Flanders Investment & Trade is the result of the merger between Export Vlaanderen and the former Flanders Foreign Investment Office (FFIO). A public merger, and therefore a different story. Export Vlaanderen originated from the Belgian Foreign Trade Office, whereas the FFIO was a Flemish public service right from the start. So there are substantial culture differences. Combine this with employee insecurity - “Where will I end up? What will my status be? – and it is obvious that there is a great need for a new identity.
Strategy and approach
Lemento’s brand strategy is a resolute choice for the script “new vision, forget the past.” In a first phase Lemento gives advice on naming and baseline. As investment & trade is a fixed expression worldwide, it is considered best to write the full name. The baseline can be made available in 25 languages, to create goodwill with local contacts. In a second phase Lemento creates the logo, the visual identity and corporate identity applications (correspondence set, internal documents, publications, website). Using the motto 'Building on synergies to provide a better service' the identity is launched with all stakeholders. Lemento also sets up a Corporate Identity Portal, an online tool that allows organisations to better manage their corporate identity. FIT employees can log on from all around the world and have guidelines, templates, logo files at their disposal, as well as web-to-print module to make name cards and other stationery.