When one brand interviews another
Guest on the Cas d’école podcast on BX1, Pierre Soleil, Communications Director at KEYES, takes us behind the scenes of an ambitious brand transformation. A conversation that, without the microphone quite realising it, brings together two stories that Minale Design Strategy helped shape.
Much more than a name change
How do you bring together the expertise and cultures of a major technology group around a shared vision? How do you make a complex organisation clearer, easier to understand and more inspiring?
Speaking with Guillaume Cordeaux, Pierre Soleil looks back on the creation of KEYES and the collective journey behind the transformation of NRB Group.
KEYES is not simply a new name or a new visual identity. The brand embodies an ambition: to bring together the group’s expertise and affirm its role as a partner in digital transformation. It was born from in-depth work on strategy, brand architecture, naming and identity, led by our teams at Minale Design Strategy.
The name itself reflects this positioning. Combining ‘key’ and ‘eyes’, KEYES expresses a dual ability: to unlock change and bring an informed perspective to technological developments.
A brand is built together
Above all, the interview is a reminder that brand transformation is a company-wide project. It requires listening, making choices and bringing together teams with different roles, cultures and histories. Branding then becomes far more than a communications exercise. It provides a shared direction, makes strategy visible and enables everyone to find their place in a new story.
The detail the microphone did not pick up
There is also a nice coincidence behind this interview. The agency that supported KEYES through its transformation is the same one that, ten years earlier, supported Télé Bruxelles when it became BX1.
Two different organisations. Two different eras. Two major transformations. But the same conviction: when an organisation evolves, its brand should make that change clear, tangible and easy to share.
So, that day on BX1, one brand we helped bring to life was interviewing another.
And that encounter was well worth a news story.