Merkevareløft for Gjensidige
A holistic and comprehensive branding program.
“Merkevareløftet” - a brand project for Gjensidige, translating the new corporate strategy into a clear and engaging brand platform and a sharpened brand strategy.
The brand strategy then was the basis for developing a new visual and verbal identity, design and digital user experience, as well as the communication concept and brand building visibility activities through optimization of the media mix.
Date: January 2021 – September 2023
Client:
Gjensidige Forsikring ASA, Anne Margrete Børjesson, Marketing Director
Industry:
Finance/ Incurance and pension
Project group:
Gjensidige: Birgitte Kjersem Lund, Gro Grotle, Elisabeth Andersen, Per Christian Werenskiold and Lillian Moe Drotninghaug
Independent consultant, strategy: Odd Rune Farsund
Exsternal agencies: Neue Designstudio and Anorak Advertising Agency
My role and contrubution:
Overall project Manager for the development processes of brand strategy, visual identity and communication concept.
Project- and Design Management
Responsible for cost management and financial reporting
Stakeholder mapping, managing and involving the organization
Prepare and carry out decision making processes
Participate in the procurement team for new agencies aquisition
Design manager for development of the new visual identity
Leading the development of design principals for web
Launch of the new brand identity
Lead the procurement process for a new brand platform
(design manual with DAM-solution): https://brandcenter.gjensidige.com/Lead the implementation of the new profile in all main surfaces and channels
Documentation of guidelines and background for the new identity
“Gjennom et større prosjekt i Gjensidige der ny merkevare skulle «renoveres», var det betydelige kostnadsrammer som skulle holdes. Det er krevende i et stort prosjekt å klare og holde pålagte kostnadsrammer, når prosjektet strekker seg over tid. Nitidig oppfølging og jevnlig avsjekk fra prosjektleders side, viste at dette var mulig. Som fungerende controller mot prosjektet, kan jeg konstatere at rammen ble overholdt og levert som ønsket, også fra eier av hovedprosjektet. Camilla styrte dette godt gjennom hele prosjektet.”
