Cases

In 2010, the Medisch Centrum Rijnmond-Zuid, located in Rotterdam will be moved to a new location near Lombardijen Railway Station. An ideal opportunity to examine the current issues affecting the hospital in terms of positioning, profiling and internal culture. The new location has more room than needed for the hospital. The MCRZ jumped at the opportunity to develop the location into a ‘healthcare boulevard’, a cluster of medical and healthcare facilities that can provide advantages for the participating institutions as well as the stakeholders and the healthcare users. The development of the identity of the hospital and this healthcare boulevard was taken on in an integrated approach.

The fairytale views, the exclusive architecture and the finest luxury of the Vigilius Hotel (Lana, Province of Bolzano, Italy) had to be connected to a deeper, more meaningful element that was characteristic of the location and the environment. The guiding principle for the development of the project was stimulation of perception and experiencing the feelings the creator of the resort had when he played in that area in his youth. This issue describes how Total Identity translated these emotions into the new identity of the Vigilius Mountain Resort, and carried out the transformation process through interventions based on structuring and taking on the company’s communication.

The branch for temp agencies is highly competitive with too many agencies that lack distinction and offer non-specific services. Research of the temp branch shows uniform images and similar services. Clients cannot tell which from which. Furthermore, the temp market is overcrowded and the demand for new employees increases. To stay ahead in the business Vedior must distinguish itself, this time with a clear image, defined by the organization’s identity and drive.

ShinYoung is a Korean real-estate developer. Over the last years, the company has been expanding from a mere, mainstream apartment building developer, to an all-round realty manager. Of course, residential apartment buildings in densely populated Korea remain vital to the organisation, but the development of commercial real estate (shopping malls, cinemas, office buildings) and real estate for the upper class have become serious markets for Shin Young. To match the company’s identity with the new vision, a new corporate design programme had to be developed.

Create a new corporate and brand Identity program and a matching design system for the Korean company Hyundai Card was a challenge met by design agencies worldwide, like the American firms Landor Associates, Interbrand and Metadesign. Total Identity entered the competition with what proved to be the winning strategic proposal, a simple one, but highly characteristic: Make from Hyundai Card HyundaiCard. A spacing less proved all the difference.

A steady growth has brought the Korean high-speed telecom provider Hanaro Telecom from rank 30 in 2001 to number 2 in 2004. In 2003 Hanaro reorganised drastically to be able to get in line with new market demands. A chance to revise the corporate design as well since the company’s symbol could not represent the rising demand for brand recognition. Hanaro decided for the refreshing image of a bird, the humming bird and the use of unusual, striking colors: dark blue and pinky red. The symbol combined with custom made typography and striking colors, proved to be the image Hanaro was looking for.

The context within which professional service providers operate is changing. They are increasingly required to look further down the line than their direct clients and their clients’ clients: service providers must anticipate market developments and the pace at which changes occur within this context. Their knowledge has to be continually updated and proactively translated into the services provided. A static service package no longer suffices in many cases.

Several companies in various disciplines of the building industry, and literally scattered over the world form a judicial entity: the BESIX Group. Potential synergy effects however are non-existent. But due to a drastic change in the management structure mid 2004 a slumbering wish from a number of companies comes true: being part of a distinctive and recognizable group. Henceforth all divisions from the BESIX Group will present themselves as one... BESIX Group is united under one flag.