|Client||de Nieuwe Unie|
|Tasks||corporate brand, communication & content strategy | creative concept | information & function design | project management|
|Year||2003 - 2006|
|Goal||(1) revision of brand and communication strategy regarding the expansion of its duties/activities and business goals, the reputation of city districts in relation to the new and renovated building projects, the building projects itself, and the use of new media (2) generate awareness and engage internal and external stakeholders to build loyalty|
A Housing Corporation in Rotterdam
De Nieuwe Unie is one of the largest housing corporations in the Netherlands (In 2007, the corporation merged with WBR in Woonstad Rotterdam).
With the renewed brand & communication strategy the housing corporation is able to communicatie with all stakeholders on all areas in a clear, easy, flexible & distinctive way. And to build loyalty.
- development of revised corporate brand & communication strategy
- created/produced a short corporate brand movie to support the strategy, to create experience and to inspire. For internal use only.
Enable the stories of people in a way that reveals the brand's direction and that helps business.
The stories: Stories from people (young, old, male, female) about their own background & interests, about living and/or working in the city district.
The people: People who are directly involved in the construction project (eg project manager, architect, developer, board Residents Association). And people as in local residents of a city district, some of them living near a construction project.
The Business: Not only the construction project itself and a specific property within such a project is highlighted, but also the function/role of the project in relation to the city district / environment is reinforced.
People are becoming guides, turned into ambassadors.
Highlight benefits and eliminate prejudices.
On the website the story of a guide is portrayed through a virtual tour (consisting of photos, audio & video), connceting people with a city district and one or more construction projects. See also "Website".
Choose from a number of associated 'guides' (local heroes) for each project or each city district. Or choose a 'guide' (based on the preference of the visitor) and find out which projects or city districts are associated.
Cross-media: [print: abri, folder magazine] a guide's photo used in a virtual tour with a message, de Nieuwe Unie logo and pay-off on a Abri in the city district where the guide is living/working with reference to the full virtual tour on the website. Or in PR, Radio, etc.
Local people are becoming 'local heroes'. People living and working in a city district -or want to- can easily identify themselves with their 'local heroes' and therefore with the brand de Nieuwe Unie. Especially when you can be the next 'local hero'. The next ambassador.
Example virtual tour | local heroes (only photos)
Virtual tour Mrs Hoogsteder | Photographer: Joop Reyngoud
The website plays an important role in the strategy & concept to achieve the goals of de Nieuwe Unie resulting in loyal people and selling more property. A new website including CMS is realized. Regarding the content of the website see also "Storytelling: concept & content strategy"
- Selection of subcontractors
- Design in-depth
- UX strategy
- Information & Interaction design
Realization / Pre-launch fase
Following the business and brand strategy de Nieuwe Unie has set itself the goal to become a customer-driven organization. A new intranet plays an important role in achieving that goal.