Over time, AGMI evolved from a manufacturer into an innovative business corporation that designs and realizes smart traffic solutions. In addition to the Dutch market, AGMI today covers a number of other European countries as well. We were asked to create a new visual identity to match the DNA of a changed organization.
The repositioning of AGMI involved more than just a change of activities. The structure of the organization was modified as well. Traditionally, AGMI consisted of four independent business units, each responsible for its own external communications. As a result, unity lacked, and potential synergy remained unexploited. Its new identity now provides AGMI with a consistent, clear, and appealing brand image.
In cooperation with AGMI’s management, we set a clear definition of the changed organization’s DNA. Only once company values have been identified can they be translated into a new visual identity. Where is the company headed? Who is your target audience? And how do you distinguish yourself from competitors? Based on a clearly defined DNA, we entered the design process and created a new identity. Elements of the previous corporate identity that match the new identity continue to play a role. This creates a new look, whereas existing customers will continue to identify with the visuals of the company.
On behalf of AGMI, we created a visual identity that expresses the organization’s innovative character in straightforward and futuristic imagery. To obtain these visuals, we performed several photo shoots, including one in the second Coen tunnel days before it was opened up to the public (see the image above). In combination with the color green, AGMI’s modest yet modern corporate identity makes the organization’s sustainable character come alive. The overall picture breathes an ambition that suits an international player in the field of smart traffic solutions.
Every day, companies take both major and minor decisions. Because of opportunities that arise – like a customer in need of a customized product – or because of changes in the market, creating a demand for new solutions. Because of these changes, companies are in a never-ending state of development, and their image will need to grow along. Should, for example, sustainability have come to play an increasingly important role during recent years, the company’s “look” and “feel” will need to reflect this as well.
To date, we have helped numerous companies in the field of strategic repositioning. Another interesting example is the new visual identity of “Waterrecreatie Nederland.” Click here to read more about this project.
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