From two identities to one monolithic brand

Project	Rebranding through a merger
Scope	Projectmanagement, wayfinding, signing, clothing
Challenge	Merging two fragmented brand identities into one monolithic brand and fostering a sense of connection within the organisation

In December 2022, Friesland College and ROC Friese Poort decided to join forces and merge into a single new educational institution: Firda. This new identity needed to be not only visible and recognisable to the outside wold, but also foster a sense of connection internally. Connection is at the heart of Firda’s values, as one of its core principles: celebrating, learning, and growing together, with and from one another. The challenge? To combine two deeply rooted and fragmented brand identities into one monolithic brand. We were asked to guide Firda through every step of this transition.

The challenge: two brands, one identity

We began by conducting a thorough impact analysis, examining the current brand identities of both institutions – in the broadest sense of the word. With over 2,000 photos and a detailed report, this provided valuable insights. It revealed that both institutions had widely applied their brand guidelines and that there was both a diverse organisational structure and culture in place.

The result was clear: there was a need for a single, recognisable, monolithic identity for the new brand, Firda.

Implementing the new brand identity

Based on our insights, we developed an implementation plan in collaboration with Firda’s communication team. We decided to prioritise the ‘quick wins’ – brand assets that could be adapted relatively quickly while having significant visibility, such as the façade signage. These brand assets were launched during the brand launch event – the official unveiling of the new Firda identity. Although there was initially some resistance to letting go of the old identity, the event generated support and positivity among internal stakeholders. It also brought the Firda brand visibly to the outside world.

Now – 1,5 years later – we have implemented an impressive number of brand assets across 22 locations:

Strategic support and project management

Our added value in this project went beyond simply coordinating the implementation. We also supported Firda on a strategic and organisational level. at key decision-making moments, we were ready to provide advice. We offered guidance on internal communication and helped merge the two organisational cultures. It’s human to fear change, so carefully guiding, convincing, and building trust with both staff and management was crucial in this process.

RGN: innovation and successful execution

This collaboration perfectly illustrates what RGN stands for: strategic vision combined with seamless execution. Additionally, it aligns with our preferred working method: a triangular relationship in which the client, the design agency, and RGN as the implementation partner work together. Design agency Total Design designed Firda’s award-winning visual identity. We then translated this into implementing brand assets that strengthen Firda’s brand values. This collaboration resulted in a design that is not only aesthetically pleasing but also strategically sound and thoughtfully executed – ensuring Firda’s new identity is fully realised. The strength of the design was underscored by the prestigious International Design Award (IDA) that Total Design received.

A rebranding requires careful guidance. Whatever the occasion, we are there to strengthen, refresh and seamlessly implement your brand identity. We are familiar with rebranding and signage projects at (high) schools and universities. Besides Firda, we have worked for Hogeschool van Amsterdam, University of Amsterdam, ROC van Twente, Saxion University of Applied Sciences, University of Twente and Vrije Universiteit Amsterdam. Would you like to know more about this? Contact Tom Dijk via the details at the bottom of the page.