ITA Airways, the result of a bold endeavor following the crisis of former Alitalia, emerged as a new air transport company under the name Italia Trasporto Aereo. Despite securing the brand Alitalia, the company chose to enter the market with a fresh identity, ITA Airways.
In this transformative journey, GLIMMA, in collaboration with our Gold Partner DB Ingegneria dell’Immagine (Italian-based large-format print solutions company), undertook the task of replacing all previous Alitalia logos with the new ITA Airways branding across various touchpoints at international airports.
Our Rebranding Journey Encompassed:
Re-branding locations included:
Algiers (ALG), Amsterdam (AMS), Athens (ATH), Barcelona (BCN), Bruxelles (BRU), Cairo (CAI), Paris (CDG), Dusseldorf (DUS), Frankfurt (FRA), Geneva (GVA), London (LHR), Madrid (MAD), Malta (MLA), Munich (MUC), Nice (NCE), Paris (ORY), Tirana (TIA), Tel Aviv (TLV), Tunisia (TUN), Zurich (ZRH), Brindisi (BDS), Bari (BRI), Catania (CTA), Fiumicino (FCO), Genoa (GOA), Linate (LIN), Napoli (NAP), Palermo (PMO), Pescara (PSR), Reggio Calabria (REG), Lamezia (SUF), Torino (TRN), Trieste (TRS), Venezia (VCE).
Throughout this rebranding project, GLIMMA and DB Ingegneria dell’Immagine executed the project with precision, showcasing our expertise in delivering impeccable brand management solutions.
AGCO Corporation, a renowned provider in the agricultural industry, empowers farmers worldwide with cutting-edge solutions through their esteemed brand set: Fendt, GSI, Massey Ferguson, Precision Planting and Valtra. Offering an extensive range of tractors, combine harvesters, hay and forage equipment, seeding and tillage implements, grain storage, protein production systems and replacement parts, AGCO has been committed to sustainably feeding global communities for over 30 years.
AGCO made a strategic decision to overhaul its corporate and branding structures, which led to the development of a new visual identity for its dealerships across EMEA. With 868 dealers responsible for 59% of AGCO’s global sales, this corporate redevelopment required GLIMMA’s Gold Partner Beflex to have meticulous attention to detail and hyper-focused collaboration with AGCO’s global brand team (headquartered in Germany), who carried out the project client-side.
Beflex in collaboration with GLIMMA crafted a holistic end-to-end web-shop solution tailored to AGCO’s specific needs.
Our Bespoke Strategy Included:
The online ordering system (webshop) we devised for AGCO has allowed total control over the brand’s visual identity across Europe. This includes precise color matching high-quality material usage assurance, adherence to warranties project-wide, alongside detailed project costings maintenance. The webshop guarantees dealerships can seamlessly order signage that adheres to AGCO’s top-level corporate guidelines. Additionally, our dedicated Beflex/GLIMMA team was readily available to support dealerships with permit acquisition, installation and product integration management throughout the transitionary period.
Our timeline for this global strategic transformation began with detailed concept development and product wireframing in 2020, followed by A/B-tested prototyping in 2021. By 2022, the webshop was successfully launched and implementation across AGCO’s dealers had commenced. Today, every AGCO dealer in Europe operates within the implemented webshop – ensuring brand consistency across all of AGCO’s European dealerships.
At GLIMMA, we take immense pride in propelling brands like AGCO to new heights, empowering them with effective brand management solutions. Our dedication to quality, consistency, and efficiency aligns seamlessly with our clients’ visions. Trust GLIMMA to redefine your brand’s journey, transforming it into a powerful force that stands out in the global market.
Our partnership with Gategroup (Gate Gourmet) dates back to 2007, and as proud partners with GLIMMA’s global network, we have successfully rebranded over 1,500 high-loader trucks across the world since then. Our collaboration with the Swiss onboard catering company has also extended to workplace branding projects in Europe and Latin America, including noteworthy exterior signage installations at London Heathrow and Zürich CH airports (where Gategroup’s headquarters are situated). One of our proudest achievements was delivering a large LED screen (670x1000cm) with a cloud-controlled media player platform, enabling Gate Gourmet HQ to have full, 24/7 access to updating the display.
Not only has GLIMMA worked with Gate Gourmet on their signage rebrands, but we have also assisted in rebranding hundreds of vehicles when the company acquired Lufthansa’s aviation catering operation in Europe. In a remarkable feat, GLIMMA managed the rebranding of over 500 high-loader trucks, vans, and cars across Germany, Switzerland, the Netherlands, Belgium, and Spain – a mammoth task accomplished in under 10 months, starting in October 2021. The project involved close collaboration with the global company and its management at numerous Gate Gourmet kitchen units throughout Europe. GLIMMA centralized and oversaw prototyping, production, removal of old LSG Sky Chefs branding, new Gate Gourmet branding installation, vehicle transportation, and a variety of additional services (i.e., spot repair on lightly damaged truck bodies) – with the help of our expert European gold partner network.
To provide the Gate Gourmet fleet managers with real-time insights into the de-installation process and the required spot repairs on truck bodies, we utilized our dedicated online platform, BrandEye. Our unique platform allowed de-installers to report their work directly from their mobile phones to the central GLIMMA portal. As a result, Gate Gourmet’s management gained an instant overview of the entire rebranding process that wouldn’t have been possible without BrandEye.
Even today, we are actively engaged in a new project for Gate Gourmet, encompassing the branding of new trucks supplied by the company’s trusted truck suppliers in Germany and Northern Ireland, along with additional truck rebranding work in Switzerland. We have also ensured seamless brand maintenance through BrandEye’s bespoke ‘brand asset store’, offering Gate Gourmet the ability to promptly repair damaged branding across their global fleet.
As we embark on this journey of transformation with Gate Gourmet, we remain steadfast in our commitment to excellence, empowering them with effective brand management solutions that elevate their fleet’s visual impact across the globe.
The Brief
To develop and deliver a global branding program across 85 countries, including workplace branding, wayfinding and external signage.
HSBC Group Design sought to create individual designs for their workplaces around the world, to reinforce the Employer Brand and to enrich the workspace.
Developing and delivering the HSBC Employer Brand
We worked with HSBC to develop, design and implement a global branding program that brought brand consistency to their work spaces but at the same time, allowed for local customization.
At the hub of this large-scale and award-winning program, we provided central control and input in terms of design, rollout, material specification and installation.
The implementation strategy was based on central control but delivered by our local project managers and our local network.
This provided HSBC with the scope to deliver consistent but customized designs internationally, resulting in better engagement, lower costs and quicker delivery times.
The environment’s important
An environmental approach to signage was adopted. To minimize costs and carbon footprint, all the specified materials were sourced locally, environmentally friendly and recyclable.
Through careful choice of innovative mechanical sign designs, we helped to reduce the on-going cost of ownership by allowing maintenance staff to easily carry out day-to-day additions, moves and changes.
We’re proud to have won three international awards for our global branding program for HSBC.
We created brand experience that is rich in quality, impact and emotion across the entire customer journey on behalf of Delta Air Lines in over 275 airports worldwide.
More than 4,000 Delta Air Lines flights take off every day, connecting people across more than 275 destinations on six continents. Delta’s 80,000 employees serve over 200 million customers annually.
'We worked collaboratively to design, produce and install visual brand assets in all 275 airport destinations around the world.'
Delta Check-in
We manage an extensive range of brand assets for Delta globally and frequently complete on-site surveys, track completed projects and gather specific brand data to feed it into our brand asset database to help track Delta’s branding and in-market messaging for their teams.
Our design team interpret Delta brand guidelines to create consistently effective visual signage, wayfinding, and marketing communication assets across the entire customer travel journey and we are constantly innovating with the Delta teams adding new services to the solution portfolio, including vendor network management, technology services, fleet services and product specification,
Delta Sky Lounge
THE BRIEF
To manage several global rebrands that resulted from mergers or acquisitions.
Nokia is one of our longest-standing clients. We have managed the rebrand of several companies to the Nokia brand, including Siemens, Alcatel-Lucent, Comtel and HERE.
ALCATEL-LUCENT REBRAND
In what was one of the largest M&A deals of 2015, we managed the rebrand of over 400 Alcatel–Lucent sites globally.
Working closely with their Operations team, we adopted a phased approach to deliver all exterior and interior signage. We identified and prioritized 40 flagship sites which we delivered in a record-breaking two days.
For maximum cost and time efficiency, we developed a bespoke on-line self-survey tool. This empowered local teams to provide site information quickly and also helped to improve engagement in the rebrand process.
'I would like to thank the entire GLIMMA team for their tremendous support in ensuring that our kick-off events were such a success. The signs look fantastic and the feedback has been very positive. The energy created from the Day 1 activities was inspiring and the new signage at our key sites made everyone feel like they were a big part of the new organization.'
TAKING CARE OF THE ENVIRONMENT
To address Nokia’s sustainability agenda, we use our technical and materials expertise and local knowledge to ensure that all brand solutions are planet-friendly: reusing and refurbishing instead of replacing signage. Local production also helps to reduce carbon footprint, time and manufacturing costs.
'Thanks to their on-the-ground presence in key markets, GLIMMA was able to superbly handle the practical challenges such as time zone differences and local market requirements. With their support, we achieved a smooth brand rollout at 400 sites in more than 20 countries.'
NOKIA SIEMENS NETWORKS
We handled the rebranding of the European fleet of vehicles when Nokia and Siemens merged their telecommunications infrastructure units to create Nokia Siemens Networks.
NOKIA HERE
In 2012 Nokia acquired Navteq, a global leader in mapping and location intelligence services. We managed the global rebrand of their specialist fleet of 100+ data capture vehicles from Navteq to HERE.
Working within short time frames, in some cases as little as 3 weeks from concept to installation, our aim was to ensure the new branding was visible as quickly as possible. This included specialist airplane applications that required aviation regulatory approvals.
Subsequently we became their long term partner, drawing on our in-depth brand knowledge to control brand design and to project manage the rollout of wider fleet branding programs globally.
The Brief
A long-standing client; we’ve worked with Heineken over many years to deliver various branding programs, including a rebrand and to support their sponsorship programs.
Fleet Rebrand
When the iconic green bottle became central to Heineken’s design approach, their European fleet of vehicles was one of the most prominent items to be rebranded. With an extensive distribution network, comprising a wide variety of vehicles types and sizes, this was quite a challenge.
We were appointed as their branding partner, to centrally co-ordinate the rewrapping of their European fleet. Through our local network, we used the latest digital technology and latest generation UV curable inks to reduce environmental impact.
Having become very familiar with the Heineken brand over the years, we continue to advise, develop and support the rollout of their fleet branding across new and replacement vehicles in Europe.
Sponsorship Support
Heineken was an official sponsor to the UEFA Champions League and we have helped to brand their event villages and to temporarily rebrand their fleet in sports livery.
Branding solutions in support of sponsorships or events is all about speed – a fast turnaround to make sure you make the most of the short ‘window of opportunity’. We used specialist graphics that can be removed easily and act swiftly, using our on-the-ground network to deliver quickly.
As football mania reaches fever pitch, Heineken is ready at the airport to greet and transport their VIPs and guests to the Cup Final in true style, using fully branded luxury coaches.
In Berlin we designed and delivered 20+ coaches, 8+ mini buses and 40+ Trabants.
We also helped Heineken to paint the town “Heineken green” for the final in Lisbon, Portugal.
From the airports to the city centre, we produced and installed various branded banners and signage graphics, as well as branding the Tuk Tuk taxis to carry supporters around the city.
THE BRIEF
To deliver new brand experiences within Shoppers Stop department stores through the design, manufacture and installation of their lounge and promotion display areas in prime stores across India.
These include dedicated and targeted concepts, such as the ‘Personal Shopper Lounge’, the ‘Show Stopper Zone’ and the ‘Suits & Jackets Zone”.
Shoppers Stop is one of the largest department store chains in India, selling international and national brands for clothing & accessories, cosmetics & fragrances, as well as home décor and furnishings.
PERSONAL SHOPPER LOUNGE
In 2019 Shoppers Stop undertook a repositioning exercise to help promote their in-store premium offer ‘Personal Lounge’ to their First Citizen customers.
A key element of the repositioning was to make their premium personal shopper experience more prominent and engaging within stores.
'We helped to redesign and rebrand their existing lounges, creating a more sophisticated ‘Personal Shopper Lounge’ with new finishes, decorative elements, new furnishings, wallpaper and floor finishing, as well as amenities for guests.'
SHOW STOPPER ZONES – ENCHASING THE CUSTOMER EXPERIENCE
With a clear brief to create an elegant premium retail experience, our aim was to redevelop the existing space in order to attract, engage and convert more customers.
Drawing on their design principles, we developed new layouts and introduced new signage, wall graphics, lighting and furniture.
The signature black and white color palette of Shoppers Stop was retained, introducing a variety of textures and finishes to create the premium experience:
This concept has been successfully executed across several large stores in four metro cities.
It provides an opportunity for brands to showcase their new lines and promotions at the very entrance of the store, improving their visibility and increasing sales.
'The promo area has turned out to be a real 'SHOW STOPPER', exactly what we wanted. Our customers and staff are very happy with the work. Good Start team.;
With different size spaces available for the Show Stopper Zone in each of the six stores, we delivered a pilot store first.
This provided us with a blueprint for detailed space planning which allowed for customised solutions within each store.
Once the design had been signed off, we were responsible for both the manufacture and installation.
Detailed project management ensured that the right resources were in place, shopping mall permits were successfully acquired and the installation team could work efficiently.
To keep disruption to a minimum, we cordoned off the zones, using professionally branded boarding that included a teaser about the upcoming changes.
All installation work was carried out over the weekend.
SUITS & JACKETS ZONE
The creation of bespoke lounges at specified points has helped to improve brand experience within stores. Targeting professionals who are purchasing more formal wear, these spaces have provided the opportunity for customers to relax, sit and discuss options with the sales staff before investing in more expensive ticket items.
Shoppers Stop Fitting Room Concept
FITTING ROOM CONCEPTS
A revamp of fitting rooms is designed to provide a more pleasant experience for customers. We are enhancing the fitting room experience by adding:
CUSTOMER SERVICE DESK
In keeping with other in-store improvements, we are developing a refreshed look and feel for the customer service area.
Used when returning or exchanging items or for redemption of promotions, this area of the store is important for reminding customers of the level of service they receive at Shoppers Stop, and helping to improve loyalty.
We were asked to manage the rollout of JACK & JONES’ latest window displays in over 450 stores and to create a compelling and consistent retail experience across Europe, the Middle East and Canada.
With more than 1,000 stores across 38 countries, they are one of Europe’s leading men’s fashion retailers.
DRIVING SALES THROUGH RETAIL DESIGN
Visual merchandising is key to high street sales success. The Interior Store Design team commissioned a bespoke racking system that can be used in a versatile way to display both their Spring and Summer collections in a variety of ways.
'The team at GLIMMA coordinated and installed the new racking system in 450+ retail stores globally. They successfully overcame the challenges associated with global supply chain, variances in store layouts and different cultures, delivering the entire program on time. The result is magnificent – with the support of GLIMMA we now have the perfect communications platform to attract and excite our customers.'
THE NEED FOR SPEED
Having secured the design and manufacture, JACK & JONES commissioned our team to manage the installations globally. Within two weeks of receiving the brief, our implementation team, working together with the manufacturer and in close liaison with each local store, completed the entire project in just 17 weeks.
ADAPTING THE LOCAL ENVIRONMENT TO ACHEVE GLOBAL CONSISTENCY
No store is the same – dimensions, architectural considerations, materials, local working restrictions – they all differ from store to store.
Our central project management team co-ordinated the rollout to achieve maximum cost efficiencies, using site surveys from the stores, to plan and implement the refurbishment.
This included the removal and disposal of old systems, posters and mannequins, as well as the construction and installation of the new racking system. Faced with a wide variety of window layouts and dimensions, our team often had to think on their feet to adapt the new system and make it fit-for-purpose.
THE BRIEF
Glimma was asked to rebrand and refurbish the reception area at the head office of Coca-Cola HBC.
As the largest Coca-Cola bottling company in Europe, they operate two plants in Hungary, employing in excess of 1,000 people.
'The GLIMMA team came up with comprehensive branding solutions for our office refurbishment, creating a vibrant and cohesive welcome space. From large scale graphics to finer details such as choice of furniture, the thought that has gone into the design and execution has been impressive at every stage.'
WORKPLACE BRANDING — DELIVERING THE EMPLOYER BRANDING
This workplace rebrand was part of a renovation program which also included the factory.
The design centers around the classic Coca-Cola bottle shape. With this central theme, we adopted a holistic approach to create an immersive environment for employees. We helped to design, specify, source and install on-brand items to create a positive employee experience :
— Seating
— Reception furniture
— Flooring
— Lighting
— Vinyl wall decoration
— A custom-made bar
— Digital Signage
The 80m2 reception is the welcome and transit area for more than 500 employees and visitors daily.
From brief to installation, the refurbishment was delivered within 4 weeks. To minimize disruption we completed the installation within two days.
THE BRIEF
To breathe new life into the Mander Centre, a 1960s retail destination in Wolverhampton, UK. To create a new tenant mix that will attract a different profile of shopper and encourage them to stay longer.
At 52,500 m2 gross leasable area, the Mander Centre is the largest shopping centre in Wolverhampton, a lively city with a catchment of over 584,000 residents and attracting over 17 million visitors a year.
The centre was purchased by Benson Elliot in 2014. They commissioned the most significant redevelopment program to date. The £35 million investment includes a new flagship Debenhams department store of 9,400m2, along with 10 other retail stores.
Mander Centre entrance vibrant lighting scheme
The key design features are the main entrances. The introduction of new signage and a vibrant lighting scheme ensures that the centre stands out and is welcoming, attracting visitors both day and night.
The dramatic transformation continues inside with contemporary and intuitive wayfinding signage to enhance the visitor experience, strategically located by newly installed lifts and escalators.
'The design team at GLIMMA immediately understood the brief and ran with it, producing design concepts that hit the mark with all stakeholders, from architects to the individual retailers. Their innovative ideas were readily translated into signage and lighting solutions that have dramatically transformed the Mander Centre, making it the retail destination of choice for the people of Wolverhampton.'
Contemporary and intuitive wayfinding signage to enhance the visitor experience
A customer journey with impact
These environmental enhancements have not only transformed the appearance of the centre but also helped to change shopper behavior. The customer journey is carefully managed, encouraging visitors to stay longer and enjoy the wider food and entertainment experience that the Mander Centre now has to offer.
