PIO - VNG AG

VNG AG – Brand relaunch

VNG AG offers its customers gas and infrastructure services built on 60 years of experience in the energy market. The Leipzig-based group employs around 1,100 people and generated a turnover of 9.8 billion euros in 2020.

VNG AG focuses on trading and sales, transport and storage within the gas value chain. With its VNG 2030+ strategy, the company orients itself on future issues such as biogas, digital infrastructure and neighbourhood solutions.

Task

What does an anniversary represent? An opportunity to reinvent yourself. PIO has supported VNG with its corporate communications since 2015. In 2018, the Group celebrated its 60th anniversary. The Group use this as the occasion to initiate a comprehensive transformation programme based around its “VNG 2030+”. So it was the right time and the right opportunity for something new: Right on time for the anniversary and in keeping with the Group’s upcoming transformation, the company, then still known as “Verbundnetz Gas AG”, decided to make a statement through a comprehensive rebranding.

Implementation

Our branding specialists worked with VNG AG to develop a brand that reflects and expresses the Group’s strategic realignment. In addition, we developed a corporate design that bridges the gap between the Group’s history and the new brand. Integrating the re-branding into the Group’s 60th anniversary strengthened the effect of our rebranding in the market. In addition, we also created new design manuals as part of the revision of all business and marketing materials, supported the concept development for story surrounding the new brand and established this story internally in collaboration with VNG AG.

Result

The word/image mark and corporate design which we developed, VNG AG, its employees and the public. At the same time, we anchored these sustainably as part of the company’s self-image internally and externally: Between 2018 and 2019, pio designed more than 100 communications, print and digital advertisements for VNG AG based on the new CD manual. In the space of only one year, we guided VNG AG through a complete rebranding process, from the initial idea to the roll-out.