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Renewal on the road and beyond

Project Rebranding and daily fleet management
Scope ± 800 vehicles
Challenge Maximising visibility without disrupting daily operations

With over 5.4 million customers, Vitens is the largest water utility company in the Netherlands. Since 2011, RGN has been the trusted partner for the brand management of their fleet, which now comprises over 800 vehicles. From striking campaign branding on company vehicles to daily fleet management: together, we ensure that Vitens is always on-brand, both on the road and beyond. When Vitens decided to rebrand and update their brand identity in 2019, we were, always, ready to organise and implement this change.

Group 79

The challenge: sustainable, visible, and efficient

With the new slogan “Water for now and later”, Vitens  aimed to raise awareness of the importance of responsible water use. But how do you reach a large group of Dutch citizens in a cost-effective way? The answer is on the road. Vitens’ 400 company vans and 400 passenger cars travel many miles across the Netherlands every day – a moving platform for their message. Our task: to transform these vehicles without disrupting Vitens’ daily operations.

Implementation plan to avoid downtime: maximum visibility, minimum disruption

With a strategic implementation plan, we maximised the potential of their fleet. To ensure the widest possible reach for the new campaign, Vitens wanted to apply the new branding to as many vehicles as possible, as quickly as possible, within the available budget, but without significantly disrupting daily operations. Our approach:

  • Maximum visibility: the service vans, the most visible part of Vitens’ fleet, were rebranded first. They were fitted with bold, full-colour wraps that communicated the message powerfully.
  • Minimum disruption: to avoid downtime, we opted to swap out the vehicles at the drivers’ home locations for temporary replacement vehicles. Within 24 hours, the rebranded vehicle was back on the road, fully on-brand and ready to go.
  • Full control: with a fleet of 800 vehicles, continuous management is essential. Regular fleet inflows, damage handling, and vehicle decommissioning require a proactive approach. With our brand portal, mybrand.center, Vitens’ fleet remains visible, up-to-date, and easy to manage.

This approach ensured that the impact on Vitens’ daily operations was minimal, while their refreshed brand identity quickly and visibly came to life.

Bus van Vitens rijdend op een weg met een sticker van twee kindjes met de tekst "water voor nu en later"

Result: visibility that matters

Over 400 company vans and 400 passenger cars travel thousands of kilometres through the Netherlands every day. Each vehicle acts as a moving business card, making Vitens’ sustainable ambition to create a 100% sustainable drinking water system by 2030 visible and tangible. Thanks to our daily support and proactive fleet management, the fleet remains not only visible but also consistently and efficiently managed.

Innovating together, growing together

The collaboration with Vitens illustrates how RGN’s brand management transforms. From rebranding to daily maintenance, we ensure that your brand always receives the attention it deserves. A fleet rebranding is often part of a larger corporate identity implementation. RGN handles daily fleet management for companies such as BMN Bouwmaterialen, PreZero, Just Eat Takeaway, and FrieslandCampina. Want to learn more? Contact Tom Dijk.

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