PAPIER.BE

PAPER CHAIN FORUM BECOMES PAPIER.BE

CHALLENGE

Paper Chain Forum is a platform for information on the sustainable relationship between the paper chain and the environment has a corny image of a lobbying organisation and lacks credibility. There is a need for a renewed mission, vision, name, brand identity, and brand perception that makes the organisation socially relevant again.

APPROACH

Rethink existing mission, vision, and name
Develop brand strategy and communication plan to communicate the new mission and vision to target group(s) and positively influence/ enthuse them about the paper chain
Identify and close the gap between the current situation and the desired situation with:
- environmental analysis
- workshops around mission – vision – name
new value proposition and building the brand identity and experience on this:
- new name ‘Papier.be’ & tagline ‘natural’
- new brand strategy: positively influencing experts, opinion leaders, and decision-makers about the role and importance of paper for people, the environment, and the climate
giving target groups a face and defining their behaviour in persona
relevant messages per persona
define channels to reach the personas
new house style and communication carriers