Corporate identity management audit

The challenge

Consolidating an uneven experience

UWV is the Dutch public employment service organization that runs social security and employment on behalf of the Dutch government. With more than 18,000 employees, it’s one of the largest employers in the Netherlands. Having emerged in the early 2000s from the merger of several organizations, UVW had multiple faces and needed a clear and resonant identity. So, Mark Partners was called-in to investigate – and advise on how to solve this challenge.

The solution

Delving into the UWV brand

We conducted an extensive audit, analyzing all facets of the existing brand: the UWV-strategy; the building blocks of the identity; existing resources; the organization; and its various applications and touch points. We also interviewed employees about their perception of the UWV brand and its future potential. From here Mark Partners produced a detailed corporate identity audit outlining the measures that UWV needed to create a clear, resonant and versatile brand – both online and offline.

The result

Strategic advice for a fresh approach

We summarized our findings in a well-arranged set of recommendations and a clear action plan in the field of design, design management and organization. Our advice allowed our clients in the UWV Communications Department to sharpen their vision of the brand, the underlying corporate identity – and design management.