A new name, brand identity and launch for PensioPlus

After forty years, the Belgian Association of Pension Institutions wanted to renew its name and identity. The existing name was long and difficult to translate. Crossmark was asked to develop a new brand identity together with the organisation.

We went through the process with the board of directors, from discussions about the name to the logo, tagline, colours and wider brand identity. This is how PensioPlus emerged as the association’s new name and visual foundation.

The new identity was presented at a members’ meeting that began as a New Year reception. To the members, the reception still looked like a BVPI event; the new name and style were only revealed later in the evening.

During the announcement, the venue’s décor also changed from the old to the new style. The rebranding was therefore not only presented, but made tangible for the members at that very moment. The launch turned the new identity into a shared new beginning.

About PensioPlus

PensioPlus is a Belgian membership association for supplementary pensions. It brings members together and represents the interests of the second pension pillar in discussions with stakeholders and policymakers.

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