Movares faced a double challenge: integrating eight companies within the Innovus Group under one strong corporate brand and establishing a powerful employer brand that appeals to both current and future employees. This rebranding gave Movares the opportunity to strengthen both its market position and employer brand. With the ambition to become a top 3 player in the Netherlands, Movares aimed to create a recognizable identity that aligns with the societal challenges of today and tomorrow. To position Movares as one strong brand, various strategic sessions were held with representatives from the eight companies. The focus was on establishing a shared mission, vision, and core values. The outcome was the concept of ‘Smart Urban Engineering’ and the pay-off ‘Differently Together’. These key messages highlight Movares’ unique approach: innovation, collaboration, and forward-thinking. The positioning ‘Leading Next-Generation Infrastructure’ emphasizes the ambition to prepare the Netherlands for the future and play a leading role in infrastructure development. During the creation phase, the key messages were translated into a strong visual and verbal identity. The new logo, color scheme, and brand style were given a modern and forward-looking appearance. The emblem, inspired by an abstract tree with branches, symbolizes collaboration, innovation, and growth within the chain. The verbal identity was defined with a clear tone of voice, featuring a brand story that powerfully conveys Movares’ mission and vision. Brand Story At Movares, we have one ambition: to lead the next generation of infrastructure. Today’s societal and spatial challenges require a completely new approach. If we continue doing things the way we always have, we won’t be ready for tomorrow. It must be smarter, faster, more sustainable, and more effective. By organizing the chain differently, applying digitalization, developing new solutions, and collaborating more intelligently, we can make it happen. Differently Together. Alongside the brand integration, an employer branding strategy was developed to position Movares as an attractive employer. This process included: – 30 employee interviews from Tegelen to Groningen to gain insights into the culture, values, and motivations within the organization. From this, four pillars emerged: You take the lead. Together, these form the employee promise: You make it happen at Movares. This promise reflects the culture and commitment of employees and makes Movares unique as an employer. It highlights that employees at Movares are given the space and opportunities to develop themselves, be innovative, and collaborate on smart solutions. In the months leading up to the November 7 launch, extensive work was done on the production and rollout of the new brand identity. A comprehensive brand kit provided employees with everything they needed to represent the Movares brand, including backgrounds, animations, the brand movie, and guidelines for logo use. Internal campaigns informed and energized employees, focusing on the core pillars and employee promise. The preparations led to the Nexus Festival, where the new brand was introduced on a grand scale and celebrated together with all employees. The grand launch of the new Movares brand took place at the Nexus Festival at LIEF Amsterdam, where 1,500 employees gathered to celebrate this special moment. Led by moderator Ruben Dingemans and featuring contributions from CEO Barbara Visser, COO Paul den Kroode, and CTO Harm Hoorn, employees were introduced to the story behind the new Movares. And naturally, this was followed by a well-deserved celebration. The highlight of the launch was the premiere of the brand movie: an inspiring film that powerfully visualizes the mission, vision, and core values of Movares. With the new brand identity and employer branding, Movares is ready to achieve its ambition: to be a leader in the development of sustainable infrastructure for the future. The focus on innovation, collaboration, and sustainability enables Movares to make a significant impact on society and contribute to a future-proof Netherlands. The Movares rebranding was a comprehensive and successful process that strengthened both its external positioning and internal culture. By integrating eight companies and developing a strong employer brand, Movares is now one powerful brand ready to realize its vision and mission. With a focus on innovation, sustainability, and collaboration, and with employees who identify with the core values and employee promise, Movares looks to the future with confidence. Brandmanager: Lonneke Dam Designers: Marly van Duijnhoven, Aggie van Berkum, Danielle Thielen Navigating toward a single brand for STC, the largest maritime educator in the NetherlandsThe new Movares: more impact for smarter solutions
Creation: development of the visual and verbal identity
Developing a strong EVP and Employee Promise
– Labor market research and a new HR strategy to understand what attracts potential employees.
You solve it smarter.
You tackle it together.
You make knowledge applicable.Production and build-up to the launch of the new Movares brand
The launch at LIEF Amsterdam during the Nexus Festival
Results and future
Creative credits
Creative director: Paul Denis
Art director: Celine Dohmen
Concept strategist: Arno van ‘t Land
Motion designer: Vera Maris
Communications specialist: Maarten Vodeb
UX design: Manon Haenen
Producers brandmovie: Less.noise
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