Revitalised union on the rise

Contrary to the general situation experienced by trade unions both in Denmark and abroad, the Danish Financial Services Union (Finansforbundet), with more than 50,000 employees in the financial sector, is actually gaining new members.

In order to maintain this positive trend in what has become a highly competitive environment, the union has teamed up with Kontrapunkt to redefine their core offerings and express this in a new visual identity that covers all the unions touch points with the outside world.

REPOSITIONING THE TRADE UNION

The starting point for the project was a thorough strategic review aimed at answering one simple, but difficult question: How can trade unions position themselves in a complex market involving numerous new actors - including private unions, other traditional trade unions, employer organizations and private insurance companies - in order to maintain their current members and attract new ones? What can the trade union do better than no one else?

Kontrapunkt's team of strategists found that the union had a unique proposition in combining a clear and inspiring political goal with a modern, highly service-oriented professional organization. This new visual identity communicates the ambitions of a political organization that have been formed by the aims, values and interests of its members. Thus, the user-oriented motivations of the union are reflected in a visual design concept that stresses the core values of dialogue, responsibility, respect and trust.

THE PROCESS

Kontrapunkt worked alongside the union for months in order to develop and fine-tune the design concept for all communication platforms - not least a new webpage.

Head of Communications at DFSU, Yvonne Schantz, said: "We have been more than satisfied with the process, as well as the result. Kontrapunkt understood from the very start who we are and what we want and by adding their own expertise they transformed the process into a highly successful result. Moreover, I believe that Kontrapunkt came up with what must be the most beautiful logo in Denmark".

POSITIVE RECEPTION

The concept - including a full-scale design manual - has now been successfully implemented throughout the organisation and was recently given an extremely positive reception at the union’s bi-annual delegates' congress.

Visit the Union’s webpage at: www.finansforbundet.dk

For more information, please contact senior identity consultant Nicoline Klareskov on phone +45 33 93 18 83.

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June 2006