Title	PARENTIA VISUAL IDENTITY
Brand	PARENTIA
Product/Service	SERVICE
Category	A01. Creation of a new Brand Identity
Entrant	DUVAL BRANDING Antwerp, BELGIUM
Idea Creation	DUVAL BRANDING Antwerp, BELGIUM

Name	Company	Position
Marc Wellens	Duval Branding	Managing Director
Gert Mahieu	Duval Branding	Strategy Director
Isa Ryken	Duval Branding	Design Director
Dirk Zwaneveld	Duval Branding	Designer
Jasper Van Damme	Duval Branding	Digital Experience Designer
Griet Ghys	Duval Branding	Head of Studio
Mira Vanthillo	Duval Branding	Designer
Bram Van Rompay	Duval Branding	Copywriter
Katrien Heughebaert	Duval Branding	Account Director
Jari Vermeulen	Duval Branding	Project Manager
Britt Guns	-	Photographer
Sofie Hennen	Duval Branding	Production

Background

In Belgium, child allowance funds have always been seen as functional, administrative semi-governmental 'institutes'. Parentia - the merger of the Partena, Mensura and Attentia funds - wanted to become and to be appreciated as a true 'family' partner that not only gives parents correct, comprehensible information and quick solutions but, above all, empowering inspiration and a personalized service. A kids information centre that helps create maximum opportunities for parents and their children. With minimum effort.

Describe the creative idea

Accessibility is central to the Parentia success. It offers guidance and inspiration in the easiest, most optimal way possible. As a consequence, the Parentia brand must be simple and direct with a strong, consistent sense of purpose in all its communications. Less is more. However. Consistency in branding is critical, but consistency has a new way of being applied. Brands are more powerful when they have room to breathe: freedom within form is now best practice. The new branding had to immediately position Parentia as the most influential service minded brand (in its sector) in Belgium. And it had to be instantly captured as an inviting, fun, human brand - as opposed to the grey, faceless child allowance 'institutes' of the past.

Describe the execution

First of all, the Parentia mission of information and inspiration was expressed in the symbol, a humanized letter ‘i’ of the Parentia name. It is an open, accessible, fun symbol, entailing a feeling of ease, of happy parenting. This symbol drives and supports the Parentia values, beliefs and behaviors in a single all encompassing statement. Engaging, confident, creative. All brand identity elements help to unlock and convey the essential spirit and attitude of the brand. With its utterly memorable logo, its strong photography, vibrant colors, upbeat typography and iconic symbol, the Parentia brand is just made to be confidently and expressively used across a wide range of applications and brand touch points. Just what kids (and their parents) love.

List the results

The introduction of the new brand resulted in a real breath of fresh air within the new company (merger of three child allowance funds), within the larger Partena organization of which it is part (next to a health care and a social insurance fund) and even within the entire sector. The new proposition - of pro-active information and inspiration - vividly translated into a human, colorful, upbeat branding universe was also met with great enthusiasm by Het Huis van het Kind (House of the Child), a most important partner for Parentia, whose service centers inundated Parentia with demands for further information. It is still too early to see concrete results, but this totally new approach to branding a child allowance service has clearly put Parentia in pole-position when the real 'clash' will launch in 2019 when parents can choose their child allowance fund themselves (instead of their employer).