Truvo is the new name for World Directories, publishers of printed and online telephone and business directories in seven countries. A name that has no meaning in any language, but will now represent a vibrant force in local search and advertising through print, online, mobile and phone channels.

Because the World Directories name no longer covered their full range of activities and services, the company turned to Interbrand of London for rebranding advice. Returning to their Antwerp headquarters with a new name and personality description, a logo and basic identity guidelines, they invited KAN Design to make the brand come alive.

The Truvo personality was described as dynamic and refreshing, optimistic and authentic, which provided many opportunities for having fun. Since the savvy identity was to be thoroughly communicated internally before being revealed to the outside world, a campaign in three stages was set up: an initial teasing stage, the internal launch and the final roll-out.

The Interbrand material included an optional brand device - a little graphic figure making helpful and/or humorous statements - which lent itself to a central role in the teasing campaign: on posters as well as on stickers turning up in unexpected places around the World Directories offices. It worked beautifully, raising curiosity and excitement for the coming launch.

During the actual launch, the new name, logo and brand values were finally unveiled to the intrigued personnel. Different activities were staged in different countries, but every member of staff received a Truvo goodie bag during the event. This contained a basic starting kit with information on the new brand, the company's future intentions and the new Customer Commitment and People Promise as well as a large variety of goodies bearing the new corporate livery. Pins, post-its, magnets, a mug, a USB-stick, a pen, a lanyard, post cards, a mouse mat, a business card case, a note-pad and a binder came from a seemingly bottomless bag.

The fun didn't stop after the launch was over. Office decor was brought on-brand where needed, new signage was installed and all tease posters were replaced with new ones, featuring the brand device communicating the Truvo identity and brand values. A competition was also held to give a name to the brand device - he's now called Obi.

Simultaneaously the new Truvo intranet was launched. Next to content needed to run an efficient office - such as an internal online directory - this contains an extensive brand book with all specifications and guidelines for the new brand, including semi-automated stationery, a pdf engine for producing business cards and additional signage, an image library and much more. But here too the fun continues, with f. ex. a selection of Truvo computer desktop images, screensavers and templates to have Obi say funny things on incidental signs.

With the internal part of the exercise off to a good start, attention is now turned to the outside world. The new Truvo website has been launched, while extensive assistance has been provided to notably the Belgian national website as well. The Truvo brand architecture is being developed, so it can encompass both operational companies like Truvo Digital Marketing (the former Clearsense company) and new products like Truvo Mobile (the new service for mobile phone users).

For KAN Design this project called on the full range of its expertise, from conceptual work to production management of all kinds of materials, and from graphic design and communication to state-of-the-art web applications. A lot of work, but certainly also a lot of fun!