Fisherman & Smit Hanab becomes
Litran after full rebranding
Rebranding an existing brand and rolling out the new corporate identity consistently cross-media, internally and externally? For Visser & Smit Hanab, our branding strategists were happy to take on the challenge.
Strategic rebranding
Infra Group, active in Belgium, the Netherlands, France and Germany, strengthened itself at the end of last year with fellow sector player Visser & Smit Hanab (VSH). This leading player in the construction and maintenance of often complex underground infrastructure projects was until then part of the Dutch VolkerWessels. However, the integration into the Infra Group meant that VSH had to change its name. Enter our brand strategists.
New name
We didn't rush into building the new brand identity. Only after the necessary strategic sessions did we have sufficient insight into the customer's expectations and how we would shape the new corporate identity.
The first step in this was determining the name. It had to be clear and to-the-point, short and powerful, easy to remember and refer to VSH's core value: connecting. The choice ultimately fell on Litran, a contraction of 'linking' and 'transition/transport'. Understand: Litran is committed to developing solutions for sustainable transport of water and energy.
Corporate design
Once the name was found, our designers joined us at the table. They were given the assignment to develop a new logo with an accompanying house style. Fresh, sleek, powerful and distinctive. A link with the past? “Possible. But avoid green and red tones that are already too common in the sector.” The result was clear, robust and yet warm thanks to a smart choice of font and combination of colours. A very recognisable design that comes into its own in the most diverse applications.
