Elevating the Gjensidige brand
A holistic and comprehensive branding program.
“Merkevareløftet” - a brand project focused on translating the new corporate strategy into a clear and engaging brand platform that would provide meaning and value for customers, as well as direction and focus for the development of the organization, business, service development, and communication in Gjensidige.
The overall goal was to deliver a holistic and enhanced custiomer experience in line with the company´s ambitions, and a clear an inspiring promise to the market. The brand strategy was updated and formed the basis for the development of a new visual and verbal identity, website design and digital user experiences, as well as a new communication concept.
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
“Camilla is a highly skilled and dedicated project manager, with great capacity and an ability to see the big picture while also focusing on the details. Both the brand project and the annual reports are complex projects where the project manager must have oversight and control, and at the same time be adaptable to changes and new conditions. Camilla has carried out the projects with a steady hand, and I have always been confident in her deliveries. The projects were delivered in accordance with the project description, agreement, and mandate. I give Camilla my highest recommendations for future assignments.”
- Anne Margrete Børjesson, Marketing Director
“Through a major project in Gjensidige where a new brand was to be 'renovated,' significant budget constraints had to be maintained. It is challenging in a large project to adhere to imposed budget constraints when the project extends over time. Diligent follow-up and regular checks by the project manager showed that this was possible. As the acting controller for the project, I can confirm that the budget was adhered to and delivered as desired, also from the owner of the main project. Camilla managed this well throughout the entire project."
- Per T. Halvorsen, Direktør Kontordrift Konsern, Gjensidige
