Fluvius: a successful merged brand


The new Flemish utility company Fluvius was launched on 1 July 2018. Following the merger of distribution system operators Eandis and Infrax, Fluvius became the operator of electricity and gas distribution systems, as well as sewerage systems and cable networks.

Eandis and Infrax decided to rely on Think BBDO’s expertise to publicise this merger and the company’s ambitions. The merged company needed a new, clear identity and a strong brand.

Our solution

Think BBDO developed the entire brand positioning, the new brand identity and the internal and external communication strategy.

The new, hand-written Fluvius logo makes a clean break, on a stylistic level, with the more technical logos of Eandis and Infrax. In years to come, the company wants to build stronger relationships with its customers and stakeholders. This ambition to further improve the customer experience is also expressed in the company’s new baseline: ‘Tot bij u’ (Straight to you).

Isabel Van Cutsem, the Communication Director of Fluvius, and her team, were very happy about the collaboration with Think BBDO. “In many ways, our new logo resembles a signature. It has a very fluid, dynamic look and feel, conveying the same idea as our name. At the same time, the logo also expresses great openness and customer orientation. All the things that we set out to emphasise in our new mission, vision and strategy. Now it’s up to us to work with it and connect the brand with positive values in the next years and months!”

Branding, Change communication, Corporate communication

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