Veloplan

Strategy / Branding / Touchpoints / Activation / Finance

De Geus, a premium bicycle store in Antwerp, recently rolled out a leasing program tailored to SMEs. We worked with De Geus to extend their current branding to this fresh new service: Veloplan.

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Growth Loop

The opportunity

As a well-established name with several branches in the greater Antwerp area, bicycle store De Geus saw an opportunity for growth in the B2B market. Their goal? To become a reference in the bike leasing industry, while retaining a strong B2C offering. They contacted Equals Three to extend their current positioning to this new service called Veloplan. A true Antwerp collab!

The approach

With De Geus already being a well-known brand, we were asked to keep the familiarity of their current branding, while creating a new brand with distinct touches at the same time. A delicate balance! We kept the yellow and light-blue colors of De Geus, but added a dynamic ‘grid system’ that allowed us to highlight certain parts of images. We also designed the logo and came up with the Tagline ‘Je bedrijf stevig in het zadel’ (Dutch for ‘Your company, firmly in the saddle’).

The result

The branding we developed was rolled out in several touchpoints, including the Veloplan website. The result looks fresh and dynamic, while retaining elements of the original De Geus brand. With this eye-catching new branding, advice tailored to SMEs, and short delivery times, Veloplan is sure to become a major player in the local bike leasing industry.

Dynamic grid system

A bold grid system makes the branding more dynamic and allows us to highlight certain parts of photographs. Similarly, text in titles is highlighted with either white or colored blocks, depending on the application.

Eye-catching touchpoints

Based on the Veloplan branding, we also designed eye-catching touchpoints, including a roll-up banner, advertising posters, and a company brochure.

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