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Volkswagen Pon Financial Services is a joint venture of Volkswagen Financial Services AG and Pon Holdings. It is a holding consisting of five business units: DFM, Volkswagen Bank, Volkswagen Leasing, DutchLease and EasyRent. Their ambition is to become the best, most profitable and largest financial service provider in the automotive market by taking care of the complete chain of financing, insuring and leasing. QuA has developed a brand strategy & architecture and also corporate identity for them, which was recently implimented. The strategy was aimed at becoming more outward-looking and at focusing strongly on client relations by creating a clear visual difference between the individual business units. This is a new approach in the industry, where banks often offer their products under one brand identity. Volkswagen Pon Financial Services however had a need for strong indivual brand identities, based on the individual key values of each of the business units. A complicating factor in this was that we had to keep a visual reference to the holding’s main stakeholders Volkswagen and Pon. On top of that, there was a need for a discreet visual connection between the business units, in spite of the demand for individual visual strength. Based on the strategy we first created a brand architecture in which we translated each of the individual key values into so-called design values. These design values resulted into rules for colour-usage, typography, grids and photography. By smartly playing and choosing these, we were able to create distinctive identities as well as visual connection. Based on the brand architecture, we developed corporate identities for both the holding and the DFM business unit. Volkswagen Pon Financial Service’s key values are ‘passion’, ‘competent’, ‘partner’ and ‘complete’. This resulted in a rather corporate and classic look-and-feel. Large blow-ups of automotive details gave the identity a contemporary feel. DFM is a financial partner for automotive companies. Its key values are ‘from the industry’, ‘focused’ and ‘entrepeneurial’. Within DFM the photography is very important, showing the reality of the automotive world and the possible cooperation with DFM. Around that we created a look-and-feel that was direct and light and graphically linked to that of VWPFS. Based on all this work we developed communication carriers for both organisations such as brochures and websites. The corporate identity rules were finally described in a brand manual that was also developed by QuA. |
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