Bilprovningen: a new identity.
Svensk Bilprovning (Swedish Car Testing) was founded 1964 in order to test the entire bank of Swedish motor vehicles. In July 1, 2010 their monopoly was cancelled due to a restructuring of the car testing market. At this very moment we were given the mission to lay the communicative groundwork for the new and improved Bilprovningen.
The challenge was to reposition the old monopolist of car tests into the market leader of vehicle testing, maintaining all the positive values that were already associated with the brand. This would mean that Bilprovningen acquired loyal customers who actively chose Bilprovningen because they want to, not, as before, because they had to, simply by giving them more reasons to do so.
Our work consisted of developing a new brand platform and brand personality, an identity platform consisting of a new logo, typography and a new design language which was placed, amongst other things upon the testing stations themselves, clarifying the new offers and an offer structure and nomenclature in alignment with this, a digital strategy and implementation of a CRM-strategy, together with a visual language based on branding personality and tonality. All this in order to ensure that one of Sweden’s most famous brands would remain so in the new competition based market.