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Public Governance
From eight identities to one brand

The Agency for Domestic Governance is part of the Flemish Department of Public Governance. It works for local councils, public centres for social welfare, provinces and the related public administrations.  The Agency for Domestic Governance provides support for the implementation of a coherent policy for local and provincial authorities, the cities policy and the civic integration policy.

 

Assessment

The Flemish authorities offer new foreign citizens (“new Flemings”) an integration programme. These programmes are coordinated by the welcome offices in the provinces and cities. Together they count with over forty branches and about 300 employees. The welcome offices all have a different name and identity. To increase recognition and emphasize the growing professional character of the civic integration policy, Flemish minister Marion Keulen orders the design of a common corporate identity for this civic integration policy. From eight identities to one brand.

 

Strategy and approach

After finishing a consultation round with all eight welcome offices and a workshop in Brussels, Lemento advises the Flemish authorities on which name and which brand architecture to use. We develop a corporate identity: logo, corporate identity and several applications. To ensure a smooth implementation, we provide the necessary tools such as corporate identity guidelines, templates and a corporate identity website.




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