UCM
UCM, the organisation for the representation and support of French-speaking Belgian independents and entrepreneurs, is undertaking a redesign of its visual identity in order to reflect the evolution of its role and missions. The organisation chooses to strengthen its brand, while relying on historical identity capital, recognised and strongly rooted in Francophone SMEs.
Challenge
UCM had a strong name and logo, bearing recognition and credibility. The challenge was not to leave a blank page, but to change identity without denying it. The image needed to be modernised, made more dynamic and up-to-date, while maintaining historical landmarks. A challenge reinforced by the need to ensure a smooth appropriation of this new identity by internal teams.
Solution
The project was based on a strategic evolution of identity, without breaking with existing ones. By anchoring in the historical fundamentals of the UCM, the redesign aims to strengthen the modernity, legibility and consistency of the brand. This transformation has been accompanied by a work of coaching internal teams, in order to ensure a sustainable and coherent appropriation of the new visual language.
