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Idyllische Berglandschaft mit Almwiesen und Hütten

Brand Work for the Raiffeisen Association South Tyrol

The Raiffeisen Association South Tyrol (RVS) on the Move

As the largest cooperative association in the living and economic area of South Tyrol, the RVS supports 363 cooperatives established within the "Raiffeisen" system. Under the motto "losgehts@RVS," a comprehensive change management process has been initiated to make the association fit for the future. For the Brand & Communication module, ACC was tasked with establishing a strategic foundation and developing the new brand design. ACC accompanied and monitored the implementation of the communication measures.

Jahresbericht 2020
Jahresbericht 2020
Jahresbericht 2020
Jahresbericht 2020

Project Details

Within the scope of the change management process losgehts@RVS, the following goals were defined


  • Rebranding & Refreshing the brand
  • Creating an agile modern brand presence
  • Brand recognition
  • Strengthening existing connections
  • Modernizing the visual appearance without neglecting existing attributes like reserve and seriousness

Approach

Together with the project team of the Raiffeisen Association South Tyrol, a process was designed to develop the communication strategy. The insights from this multi-month process provide the framework and guidelines for future communication design and alignment. The new brand design of the Raiffeisen Association South Tyrol is based on the collaboratively developed communication strategy.

Idyllische Berglandschaft mit Almwiesen und Hütten
Fröhliche Frau bei der Apfelernte
Großvater mit seiner Enkelin beim Lachen

Personas

Who are the relevant stakeholders and which messages need to be communicated to them?

The answers to these questions were developed during a multi-day workshop.
Using the personas concept and goal definition, semi-fictional representatives of the target groups and their objectives were developed to now align all market communications in a target-oriented manner.

Implementation

The new design line pursues three goals: Firstly, it places the stakeholders and target groups at the center, and secondly, the achieved communication goals are highlighted not only in content but also through the new design. Last but not least, the new line is intended to contribute to the strategic vision for the future.

Mann mit Handy in der Hand in Nahaufnahme
Laptop und Desktop auf Schreibtisch

Keyfacts

  • Brand development and design as part of a large-scale change management process
  • Project duration: 12 months
  • Business purpose: Cooperative

in Detail

  • Design

    • Brand Design
    • UX/UI Design

  • Brand & Strategy

    • Personas Concepts
    • Brand Soul

Client Statement

"The new design line pursues three goals: Firstly, it places the stakeholders and target groups at the center, and secondly, the achieved communication goals are highlighted not only in content but also through the new design. Last but not least, the new line is intended to contribute to the strategic vision for the future."

Client

  • 1 Project Manager
  • 1 Chief Digital Officer
  • 2 People from the Management Team

Breitetiefe

  • 1 Strategy & Consulting
  • 1 Project Manager
  • 3 Full-Stack Developers
  • 1 Backend Developer
  • 1 Lead UX Design

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