Water in motion

Pidpa is one of the largest water companies in Flanders. It is an integrated water company with sustainable, future-oriented water solutions. Every day over 750 employees work hard to provide more than 500 000 customers or almost 1.2 million inhabitants of the province of Antwerp with delicious, pure drinking water. Pidpa is also the sewerage manager in 46 municipalities.

  • Client:Pidpa
  • Industry:Water supply
  • Services delivered by Lemento:Corporate rebranding
  • Website:www.pidpa.be
On the occasion of Pidpa’s 100th anniversary, the organization seized the opportunity to thoroughly refresh its corporate identity. The last restyling of the logo and corporate identity dated back to 1996. In the meantime, the company has evolved significantly. As Pidpa undertook more and more activities, there was a proliferation of names and logos. The mother brand Pidpa disappeared more and more into the background and the design became obsolete.

In terms of brand architecture, Lemento recommended phasing out the various sub-brands. Pidpa needed to come back to the fore as the parent brand, with a strong brand positioning and a contemporary look and feel.

First of all, we took the logo in hand. We kept the existing colors, but added more dynamism and softer shapes. In addition, we came up with a baseline that represents both Pidpa’s mission and its day-to-day activities: ‘water in motion’. Under this banner, we brought Pidpa’s new corporate identity to life. We selected a new color palette based on natural tones. We built the graphic shapes using the waves from the logo.

We then applied the new style to various communication tools: stationery, documents, company vehicles, clothing, flags and gadgets. To ensure correct and consistent application of the corporate identity, we also developed the corporate identity guidelines.

Finally, we drew up a strategic communication plan that allowed Pidpa to launch the new brand identity first to employees and then to the outside world. With this thorough refresh, Pidpa was launched for the next 100 years full of water in motion.

Is your company ready for a corporate rebranding?
Then Lemento is the right partner for you!

We have a lot of knowledge and experience, and that is not surprising. Since the start of Lemento we have focused on corporate branding. Strategy and creation go hand in hand. Moreover, “business awareness” is one of the reasons why clients often choose us. Companies in chemistry, pharma, ICT or other complex sectors very quickly feel at home with Lemento. This has to do with our analytical insight and commitment. Because we are convinced that without detailed knowledge, you can never develop a strong brand. Oh yes, the friendly atmosphere in which we realize our projects also plays a role.

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