NL
 FR

Fonds Verhelst
Internal brand back in business

The Verhelst Fund wants to support Inbev employees and their immediate family members as much as possible during major events in their lives. The fund assists in (among others) medical and education costs under certain conditions. The Fund was set up in  1949 by Léon Verhelst, former chairman of the board of the Artois breweries and is active in the Benelux, France, Romenia, Bulgaria, Ukraine, Hungary and Croatia.

 

Assessment

The Verhelst Fund is not or not sufficiently known – in Belgium nor in other countries – and therefore it doesn’t always reach the right people. The brand identity is with regards to design and communication not in accordance with the personality and the desired image.

 

Strategy and approach

Lemento give the Verhelst Fund the advice to create an internal brand and develops a clear positioning. Together with the client, Lemento determines the desired personality during a brand definition workshop.  This is used as the basis to create a brand identity and the launch campaign to go with it. Goal: augment brand awareness and brand knowledge with all Inbev employees.




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  Flanders Investment and Trade  Fifthplay  Expectra Group  Biographical Museums  Atos Origin  Allard Europe  Albe De Coker  Agiv 
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