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Van Oers has grown considerably over the past years. Time for a brand update. ZUID grabbed its rebranding and positioning toolkit and renovated both the brand’s strategic foundation and cosmetic finish in a way that did justice to today's Van Oers.
In recent years, Van Oers, a consulting and accounting firm, has grown significantly, resulting in various branch teams, specialisations, and locations. This growth led to the emergence of several sub-brands, posing a risk of diluting the main brand's image. Additionally, with the evolving role of accountants into business advisors, it became clear that the Van Oers brand needed a revamp both internally and externally. ZUID was selected as the partner to clarify the brand's identity, create a vibrant aesthetic style, and align the company culture with the broader trends in accounting.
We started by examining the internal culture. Through in-depth interviews, we gained insights into employees' experiences and shared values. A positioning workshop revealed Van Oers' ambitions and market changes. By blending strategy and creativity, we clarified the brand's positioning, tagline, and visual identity, providing direction for the future and making it tangible for everyone. Coral pinks and a mix of shapes were applied to stationery, flags, vehicle livery, imagery, and video material. The website was revamped, and the new Culture Deck informed and inspired Van Oers employees. This ensured that the true essence of Van Oers was not only visible externally but also felt internally.
ZUID’s rebranding process, reconstructed the brand’s architecture for future growth and reconciled the outdated brand image with both the internal culture and shifts in the accounting industry. The success of this transformation was evident in the response from employees. The new brand needed to be embraced and supported by a team of over four hundred and fifty people. The smiling faces, thunderous applause and the positive reactions during and after the internal launch were a clear testament to the impact of the rebranding effort.
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