NL
 FR

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.

 

Assessment

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.




Case overview

TUC RAIL  Mecoms  Voxtron  The Belgian Construction Confederation  Ypres  Bopro  VMW  Xenics  AZ Monica  DigiPoint  ASCW  Institute of Tropical Medicine  The Source  Ferranti Computer Systems  Capsugel  University College Plantijn  Hostbasket  Fost Plus  Public Governance  National Pensions Office  Federal Public Service Mobility and Transport  Federal Public Service Home Affairs  Van Hoecke  VMSW  Umicore  Public Centre for Mental Health Rekem  Munic Gems  Meucci Solutions  Huis van het Nederlands  Fonds Verhelst  Fifthplay  Expectra Group  Biographical Museums  Atos Origin  Allard Europe  Albe De Coker  Agiv 
Previous case  |  Next case

Related cases

VMSW
The Flemish Social Housing Company (VMSW – Dutch abbreviation used in the logo) ... [+]

Agiv
The support centre GIS Flanders (SC GIS) is converted into the Agency for Geographical Inf ... [+]

Public Centre for Mental Health Rekem
The Public Centre for Mental Health Rekem is one of the largest psychiatric institutions i ... [+]

 

Bookmark and Share