Celebrating 150 years of excellence.

Degroof Petercam was founded in 1971. Not many companies can come forward with such a strong heritage, so in 2021, we wanted to make sure that their 150th anniversary would not go by unnoticed. Our assignment: to define a clear purpose statement that will guide Degroof Petercam through the next 150 years and to translate this statement into a refreshed identity, a number of communication tools and a set of inspiration events.

Purpose-driven soul-searching

With a series of interviews and workshops, we explored the past, the present and the future ambitions across countries, business lines and shareholder families. This journey led us to the building blocks that define the DNA of Degroof Petercam. A well-balanced strategic exercise with the key stakeholders of the company eventually brought us to the purpose statement of Degroof Petercam, rooted in the past and aimed at the future.

“We create responsible prosperity for all, by opening doors to opportunities and accompanying our clients with expertise.”

A refreshed identity.

As a next step, our team started working on a refreshment of the corporate identity, bringing the concept of ‘infinity’ in the company’s brand. With this refreshed graphical style, we developed the brand guidelines and several purpose videos to bring across the purpose statement, both internally and externally.

Time to celebrate.

Last but not least, we offered our support to the event team to launch a series of inspiration events that would kick-start the celebration year. In close collaboration with Degroof Petercam, we worked on the content, selection of inspiring speakers, background designs and project management. Seeing all the pieces come together felt like magic…