The challenge

Our client, a global leader in rail transportation, had acquired a major competitor and faced complex challenges in transitioning the acquired brand assets:

• Limited brand visibility: Lack of comprehensive documentation of existing branded elements across acquired locations
• Global scale: 130 manufacturing sites and offices spanning four continents with diverse regulatory requirements
• Decision complexity: Need for structured "brand/rebrand/de-brand" decisions for thousands of assets
• Resource constraints: Limited internal capacity to manually process the volume of brand assets
• Regulatory requirements: Varying permit requirements across multiple jurisdictions
• Timeline pressure: Need to complete the full transition within 10 months

Our approach

We implemented a structured two-phase approach built on technological efficiency:

Phase 1 | Discovery phase

• Comprehensive brand audits across all locations to create visibility of all branded assets
• Built complete inventory of existing brand elements requiring transition

Phase 2 | Scope of work phase

• Development of Visual Inventory Database with specific recommendations for each asset
• Delivered actionable plans for brand/rebrand/de-brand decisions per location

Supporting infrastructure:

• Governance structure:
  Implemented project board in monday.com with review meetings and approval workflows
• Team integration:
  Coordinated between client's internal Brand & Communications team, CXLABS PMO, and local coordinators

Technology-driven execution

Our success hinged on three integrated technology pillars:

1. Centralized data management

• Survey data captured in central asset management database
• Comprehensive tracking of all brand elements across 130 locations
• Visual inventory database documenting before/after states

2. Integrated proofing & tracking system

• Proofing system linked to project tracker and InDesign
• Dynamic project dashboard in monday.com for real-time reporting
• Budget tracking integrated within the same platform

3. Production automation tools

• Custom artwork generator automating draft visuals
• Automated visual inventory production line
• Survey data management tool for brand inventory processing

Solutions delivered

• Comprehensive brand audit:
  Complete documentation of all branded assets across 130 global locations
• Visual inventory database:
  Detailed "as-is" and "to-be" concept proposals for client approval
• Automated artwork generator:
  Custom tool to reduce manual design workload
• Advanced proofing system:
  Streamlined decision-making process linked to project tracking
• Financial reporting tools:
  Budget dashboards and forecasting models for efficient resource allocation

Key success factors

The project established new standards for acquisition-related rebranding by:

• Data integration:
  Creating centralized visibility of all brand assets
• Process automation:
  Reducing manual workload through custom tools
• Decision streamlining:
  Implementing structured approval workflows
• Resource optimization:
  Achieving significant cost savings through automation
• Timeline efficiency:
  Completing the full project within the 10-month window

Client impact

"This comprehensive brand audit and transition process has transformed our ability to manage brand assets efficiently. The automation tools have not only ensured consistency but delivered significant cost savings that exceeded our expectations."
—Brand Director, Global Transportation Manufacturer

This strategic brand transition delivered substantial business value:

✓ 100% brand consistency achieved across all 130 global locations, creating a unified market presence

✓ 40% reduction in approval time through the advanced proofing system, enabling faster decision-making

✓ €900K in cost savings by automating processes that would have required 5 full-time brand professionals for 9 months

✓ Lasting organizational impact as the methodologies and tools developed influenced the client's approach to future brand initiatives

Ready to transform your brand?

Our technology-driven approach to global rebranding can help your organization achieve similar results. Let's discuss how we can apply these proven methodologies to your brand challenges.

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