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.
THE BRIEF
To implement Avianca’s new brand identity across airports and ticket offices globally.
When Colombia’s national airline took over TACA airlines and expanded their coverage in Latin America, they decided to rebrand.
'Speed was essential and GLIMMA really rose to the challenge. They succeeded in delivering our new branding in 29 countries across four continents, rebranding more than 80 airports and 220 ticket offices within just 180 days.'
HOW DO YOU DELIVER A REBRAND IN 84 AIRPORTS IN JUST 180 DAYS?
Their new brand identity was created by Lippincott. Our role was to fully rebrand over 300 locations in the new brand identity, whilst keeping the design under wraps until launch day.
Working closely with their designated Rebrand team – HR, Marketing and Corporate Affairs – we started by undertaking a full audit of all their branded assets. This included real estate, fleet air, ground fleet and every brand touch point (including digital).
The rebrand covered every possible element – paint, digital screens, graphics, signage, point of sales materials, office branding and their entire ground fleet.
LOCAL KNOWLEDGE
We project managed the implementation of the rebrand from our offices in Mexico and Colombia.
The local knowledge of our network was critical in understanding cross-border restrictions, particularly given the sensitive nature of airport environments. It also helped in providing multi-lingual signage solutions.
Avianca’s award winning rebrand and our role was featured in the UK’s top branding publication ‘Communicate’.
Aura Brand Solutions represents our operation in the UK. Commissioned by DPD to rebrand their entire fleet in the United Kingdom, our team also drew upon its international expertise, as part of the GLIMMA network, to develop a specification for the rollout of the rebrand across the rest of the European fleet.
The rebrand was prompted by the need to consolidate the branding of 4,500 vehicles across multiple markets.
Given the international nature of the project, we started by examining the product options available in all markets.
Working closely with DPD’s creative design team and our global partners, our technical team helped to develop the optimum product solution – one that would guarantee consistency in all markets.
Once agreed, we advised on the different implementation options for the most efficient pan-European rollout in terms of quality, time and cost.
'Working closely with DPD’s creative design team and our global partners, our technical team helped to develop the optimum product solution – one that would guarantee consistency in all markets.'
UK Fleet Rebrand
For the UK fleet rebrand, our team was responsible for managing the design, manufacture and installation of the new livery designs nationwide, across a spectrum of different vehicles.
A full audit of the UK fleet was undertaken and prototypes were developed to ensure the most appropriate technical design. Significant prototyping and color profiling was carried out to reach a final graphics specification.
This provided full warranty cover, achievable only thanks to Aura’s status as a manufacturer approved converter and installer.
The variety of vehicle types was matched by the variety of vehicle owners, adding a layer of complexity to the project. A large part of the project management role being liaison with the company-owned fleet managers, the franchise-owners and the individual owner drivers, to ensure brand consistency across the entire fleet.
To minimize the time that vehicles were off the road during the rebrand, we also undertook any existing accident damage repairs at the same time.
'This is a testament to the collaborative relationship we enjoy with both the DPD team and our Partners in Europe. We worked closely with their creative agency and various fleet owners to create tried and tested product solutions that were centrally managed but implemented locally and available across multiple markets.'
Maintaining the UK fleet
The ongoing management and maintenance of the DPD fleet also falls to our team.
With a continuous churn of new and old vehicles, an online ordering system and a bespoke accident management service has been developed, ensuring that vehicles remain in tiptop condition and remain on the road.
Extending the DPD brand
Interlink Express also operates in the UK but focuses on providing a more local service for shippers with smaller volumes.
Our team has also rebranded their fleet of 1,500 vehicles to DPD Local, using a blue variant of the now familiar DPD box design.
Brand Implementation in Liege
We were commissioned to revitalize this 1990s mixed-use city centre destination in Liège, Belgium. The refurbishment program was driven by a strategic repositioning exercise that aims to attract a new tenant mix, increase footfall and time and spend per visitor.
Creating a sense of place
The name ‘Ilot’ (Little Island) reflects its location in the middle of the city centre. Comprising four separate buildings across three busy pedestrian streets, there was little to unify the space and create a sense of community and belonging. A strategic review by the mall owners identified the need for a full repositioning exercise. This included a strategic review of the indoor and outdoor space to attract the right retail mix.
We helped to develop the new brand proposition, working with the locally created brand identity, to develop a suite of on-brand wayfinding, signage and environmental solutions.
'The GLIMMA team is a valued design and implementation partner for our retail and entertainment centres. They understood the strategic changes needed to revitalize and appeal to a new target audience. Most importantly, they have the knowledge, experience and skills to practically translate these changes into an engaging customer experience. Through the right choice of lighting, street furniture, way finding and brand signage, they have helped transform ILOT into a much more vibrant and safer visitor experience.'
Improving the customer journey
During the initial site appraisal we identified circulation as a key issue and located the hot spots. Our wayfinding solutions have improved circulation from the basement levels and car park and improved general people flow throughout.
The suite of modern and complementary signs have improved the overall customer experience, successfully linking the internal and external spaces and creating a sense of place.
The installation of gantry signs above the walkways and at the two main entrances ensures street presence, creates unity and helps ILOT to stand out from nearby competitor retail outlets
Creating the right ambience
Skillful use of exterior lighting, using up and down lights on the building facades, has significantly improved the ambience. It has also helped to extend the shopping day and tighten security.
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 reviewed the DP World brand and provided recommendations with regard to it’s identity and positioning to ensure it remains relevant in today’s market.
This international port operator was formed in 2005 after the merger of Dubai Ports Authority and Dubai Ports International.
BRAND REPOSITIONING
Since its foundation as an international ports operator, DP World has developed significantly both in terms of its geographic sphere and the services it offers.
The provenance of the name DP (Dubai Ports) is no longer as relevant, having extended it’s reach to more than 40 countries. From port operator to an end to end global data-driven supply chain solutions provider, a more cohesive brand identity was required to better reflect the DP World of today and take it into the future.
FROM LOCAL TO REGIONAL TO GLOBAL
Major acquisitions and organic growth had led to a diverse and sometimes disjointed brand landscape, with a decentralized approach.
A more unified approach and a new framework were required to bring consistency and clarity to the management of their brand.
RESEARCH-DRIVEN APPROACH
We conducted three way research to establish the widest possible perspective:
Starting with a comprehensive survey of key stakeholders, this primary research was undertaken by way of questionnaires, telephone and face to face interviews.
Secondly, we reviewed their online presence and finally we audited their physical brand touchpoints.
The results of this research program provided us with a platform from which to make detailed strategic recommendations.
As a result of this strategic review, we delivered a roadmap for the future development of their: Brand positioning / Brand Identity /Brand Communications / Brand Applications / Brand Governance.
BRAND MANAGEMENT FRAMEWORK
The DP World brand is supported by Brandspace, their online brand management system or DAM (digital asset management) which sits at the heart of their approach to brand governance.
Home to all their brand assets – guidelines, documents, templates – we reviewed the entire system and made recommendations with regard to access, clearer definition of roles and responsibilities, a revised marcomms strategy and improved demarcation between principles and application.
Lexus has consistently pursued its goal to build the world’s best cars, reflecting their brand values of design excellence and luxury.
This is achieved through the careful design and engineering of both their vehicles themselves, and through the creation of exceptional customer experiences with their dealership network.
One of our aims was to make the branded environments more resilient and robust.
By reviewing many of the materials that were originally specified, we achieved this. Thanks to our buying power, we also delivered considerable cost savings.
Flagship sites in Cardiff, Exeter and Gatwick were more heavily branded and included both internal and external glazing
The cityscape graphics helped to reinforce Lexus’s brand values
3D wallpaper creates texture and depth
We designed, manufactured and installed the highest quality graphics to reflect their premium market position.
This included:
The branding program was initially rolled out across ten dealerships in the UK, Norway and Spain. Following successful implementation, it was extended to a nationwide program across the UK, including 20 new sites and 20 refurbished sites.
The customer-centric approach to dealership design is evident, with graphics used to designate different customer zones to meet the needs of a variety of customer groups. We also installed and laid out furniture to facilitate the designated customer journey.
'Client feedback cited our personal touch as one of the biggest success factors in this brand rollout. Attention to detail was our mantra throughout - we provided the most detailed instructions to installers and were on site for every installation to ensure the highest quality control. It's an absolute pleasure to work with Lexus.'
