The brief

Define the positioning and brand strategy for this $4bn duty free company.

Create a new brand identity including logo, visual style, typography, photography.

Roll out the brand with employees.

Create new in-store concepts for shoppers, introducing up to the minute technology in store.

How we did it

7 x external client/ partner/ stakeholder interviews.

12 x internal interviews.

2 x executive brand positioning workshops.

New visual identity created by Designhouse.

Living the brand employee roadshow implemented in USA, Hong Kong, Sydney, Geneva.

The outcome

Nuance sold to Dufry for $6.3bn in 2014 following the rebrand.

Brand positioning and new identity rolled out across website, stationery, in store posters/ ticketing.

CEO movie to show to employees the ambition behind the new strategy.

New internal comms initiative, aligned around the new brand proposition. 

New employee recognition program linked to the new brand values and behaviours.