A new organisation, well known by its target groups and that stands out from the crowd in order to attract competent new employees. This is what APG, one of Holland’s largest pensions administrators, is currently looking to achieve. This pension fund management organisation has performed capital management and administrative services for ABP and other pension funds since 1 March 2008. APG was established because pension funds are now obliged to dissociate their capital management efforts from fund management.
In 4 months’ time, Edenspiekermann developed the new brand and positioned the organisation strongly in the market. APG was given an appropriate look and feel, befitting a young and exceptional organisation which has had significant impact on society. Managing billions of euros on behalf of the future lives of millions of Dutch citizens is not a task best left to just anyone.
First off, the new organisation needed a name. It had to be short, powerful and internationally applicable. Edenspiekermann thought up a strong acronym linked to a clearly descriptive name. APG stands for All Pensions Group.
‘A bright future’ and ‘the collective power of the individual’ are key concepts at APG. Together, we ensure that every individual can count on having a secure future. From these core concepts, Edenspiekermann developed the logo and the house style. ‘Strength in numbers’ is a theme which recurs constantly. Larger forms are built upon smaller, distinctly independent individual forms.
The ‘triad-logo’ reflects the 3 most important life phases: years prior to entering the workforce, one’s working years, and retirement. The colours blue and red, combined with a striking Dutch font, lend APG a businesslike yet warmly human appeal.
Finally, Edenspiekermann launched the new organisation onto the market with a unique ‘employer branding concept’: the ‘just imagine campaign’. Seasoned professionals are scarce in the financial sector. An organisation must stand apart in order to attract eligible potential employees.
The new style has provided APG with the tools to demonstrate who it really is. A successful, new organisation with major impact on society. Success is attractive. People want to be part of a dynamic and successful company.
