Dhe VVMC has been the leading categorical union in the rail industry for 50 years. The union (over 5,000 members) was formed to give dissatisfied NS drivers and conductors a voice and support them in labor disputes, collective bargaining and other interests. Whereas the old website did not radiate the professionalism that characterizes the VVMC, the new platform had to be innovative and recognizable, and also be able to share the large amount of knowledge and information with members without any effort.
In brief
- A new
brand identity
for VVMC that clearly shows that the union has a “soul,” radiates warmth and stands for personal contact. - Established in a professional brand guide, which provides VVMC with clear guidelines regarding internal and external communication.
- The concept design was fully developed into a prototype, allowing the client to evaluate the new design from A to Z.
- An intelligent, innovative and versatile platform where members can always find the right information within a few clicks.
Lars GroenewaldDesigner
“A brand guide is a concise document describing all the rules and agreements surrounding the use of a brand (in words and images).”
Lars GroenewaldDesigner
A new brand identity as the basis for the new VVMC brand
To build a new brand for VVMC and establish a strong foundation for the corporate identity, visual identity and web design, together with a delegation from the union we went back to the essence of the brand and the organization. After two extensive brand identity sessions and the development of a completely new brand identity document, it is black and white what the union stands for and what (social) purpose they serve.
After developing the brand identity, we immediately started working on the new corporate identity and visual identity. A powerful, recognizable style strongly linked to VVMC’s brand values: professional, recognizable, friendly, human and reliable. The new visual identity is captured in a professional brandguide.
A prototype with elaboration of the structure and functionalities
Based on the new brand identity document, the new corporate identity and the elaborated user stories, the first wireframes of the new website were put on paper. In order to include the closely involved client in all choices made and to be able to set up user tests at an early stage, all pages were worked out in a full prototype.
A prototype is a fully developed visual representation in which the web design, animations and functionalities are already visible. A prototype thus provides a realistic picture of the final end result and is a very accurate briefing for further technical development.
An accessible knowledge platform from and for members
For VVMC, it was clear from the first meeting what the new platform needed to meet. “A welcoming meeting place where we can inform our members in a professional and friendly manner and where knowledge is accessible to all.”
With the new platform, the union’s wants and needs have been amply met. The feeling that the VVMC is of and for members is powerfully conveyed in the copy and accessibility of information. Knowledge is conveniently categorized into topics and current events, while members always receive notifications (e.g., about strikes) relevant to them in their personal environment (behind the login).
