Creating an inspirational identity for a critical internal business unit within Volkswagen UK.

As a new business unit within Volkswagen Group in the UK, Group Commercial Services wanted to create a stronger identity so their people could better explain and promote the value that they add.

As a new department, Group Commercial Services was suffering from low awareness across the wider business and those who were aware of the function perceived it as stuffy and unengaging.

GCS exists to ensure that Volkswagen Group’s brands achieve improved efficiency and effectiveness, which at face value can seem dry. However when we dug deeper to find the true motivations and ambitions of the people who worked in the department there was a shared ambition to deliver tangible value by working smarter, together – not dry at all.

We brought to life the spirit and ambition of the business by summing it up in the simple idea of ‘create more’ a compelling endorsement of the powerful and practical results delivered every day to delight Volkswagen’s customers.

We helped to deliver this idea through an immersive team day that really brought to life the spirit and ambition of the group. The event received overwhelmingly positive feedback from attendees and their support for our branding work was critical.

Simple illustrations and inspirational, fun imagery run through the visual identity to convey the energy, flexibility and sense of playfulness of the team and encouraging everyone at Volkswagen Group to ‘think greater, inspire better, do smarter’.

Within two short months, rbl had created a bold new visual identity for Group Commercial Services and landed this with the leadership team and the wider employee population through induction events, environmental graphics and an internal launch campaign.

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“rbl turned round a refreshingly original piece of creative that was inspiring and precisely matched our needs. I would recommend this agency if you want a design-led, business-focused approach to enliven your communications.”

Dan Wright
Internal and Group Fleet Communications Manager, Volkswagen Group UK