NTT’s European Rebranding: Strategic Concept and Efficient Rollout in 12 Countries

In 2021, NTT DATA, a global leader in the technology industry, decided to undergo a rebranding to refresh its visual identity and brand assets across Europe. Our task was to develop a comprehensive concept for promotional products, office supplies, and brand materials in line with the new NTT DATA identity. The project involved consulting, creation, and implementation in 12 European countries. The goal was to design and deliver solutions that would not only align with the refreshed, modern brand image but also be cost- and process-efficient.

We began by developing a comprehensive product concept that would reflect NTT DATA’s values and business goals as a leader in the technology sector. Our consulting covered the selection of the right products—from office supplies and promotional items to business gifts. All elements were designed with the new logo in mind, ensuring consistency with the brand’s values, and incorporating eco-friendly solutions where possible. Creativity, uniqueness, and functionality were key to the products’ design. This resulted in a creative catalog demonstrating how the new brand could be effectively translated into tangible assets. After consultations with NTT’s global headquarters and European subsidiaries, the client selected eight key branded items for production, which best fit the new brand communication strategy.

We developed a strategy that centralized the entire process—from production through to orders and logistics—all in one place. This brought significant time and cost savings. Instead of handling orders separately for each of the 12 countries, we coordinated everything to ensure more cost-effective production while maintaining efficiency and control. We worked with carefully selected suppliers who are proven partners in delivering high-volume, high-quality projects, allowing us to maintain the highest standards at the best possible prices. Thanks to this centralized approach, every NTT branch across the region received promotional products of consistent quality and design, ensuring brand coherence throughout Europe.

We managed the confectioning and logistics of the orders, delivering tens of thousands of products to branches in 12 European countries. The entire process was precisely coordinated to ensure that every package arrived on time in each country. Our warehouses and efficient logistics management ensured that orders were delivered simultaneously, guaranteeing a smooth rebranding rollout. The close proximity of shipping hubs and our established relationships with courier partners allowed us to ensure timely and secure deliveries across the region.

Following the rebranding project, we worked with NTT to create a corporate internal webshop where all branches can order promotional products and access approved brand-consistent items at agreed prices. The webshop offers ongoing support for future orders, ensuring long-term visual and logistical consistency. Like all the webshops we deliver to clients, this platform is fully customized to the company’s processes—allowing for authorized access, multi-level order approvals, budget marking, PO, MKP tracking, and invoicing. The webshop is also 100% aligned with NTT’s branding, as it is tailored to the client’s specific needs.

The result of our work was a complete concept and the execution of orders for tens of thousands of products, which were successfully delivered to 12 European countries. By optimizing costs and time, NTT saved significant resources, and the centralized process enabled consistent and uniform brand communication across the region. Additionally, the corporate webshop we developed simplified future ordering processes, providing NTT with an easy-to-use tool for managing upcoming orders. The client continues to use this platform, and we are constantly expanding the product catalog to offer new and relevant items for NTT.

This project proved that centralizing production and logistics not only results in time and cost savings but also guarantees consistent brand execution at the international level—critical for successful rebranding efforts.