Bureau Veritas North America (BVNA) is a division of Bureau Veritas, a $50B publicly-traded company in inspection and testing that is based in Paris, France. BVNA provides solutions in quality, health and safety, environmental protection, and social responsibility. In its CSR strategy, Bureau Veritas has pledged to act in accordance with the UN’s Sustainable Development Goals. Every month, BV explores how to contribute to one of the SDGs.
Acting as the senior project manager, we were tasked to lead a large merger and acquisition, rebranding six acquired companies. Through our design thinking process, we discovered opportunities to unite multiple stakeholder needs and redefine brand style requirements. This resulted in our timely delivery of 500+ rebranded collateral, a unified website with 50+ services, and strategic communication plans.
"Elham was exceptional in every way. Her project management is a 10 out of 10. Her communication is the same. She managed a highly complex project and made it look easy and it was not. She always had a positive attitude and kept her cool even during highly stressful periods in the project. Her team loved her. She represented Marketri so very well and I'm grateful. The project was on-time, on-budget and very profitable! Thank you Elham!!"
During our project audit, we learned of two immediate customer needs. The first was to provide a clear direction into the status of the deliverables and the schedule with team responsibilities. The second was to communicate success metrics, which was the cause for communication bottlenecks among 40+ stakeholders. Our goal was to highlight radical transparency in all designs, deliverables, and project updates.
To understand the stakeholder needs, we interviewed 10 marketing managers that represented the acquired companies. We collected their needs, expectations of success, and fears with risks. As a result, we delivered an open-source requirements matrix that we shared with the stakeholders weekly on how our deliverables met their expectations.
In addition to collecting the needs of the anquired companies, we also collected the needs of our partner team company, Marketri. Learning about their creative process, we supplemented theirs with an additional collateral production workflow to improve the delivery of assets to six companies weekly.
Our scheduling process with Gantt charts for all design deliverables further supported our work towards transparency for on time, within scope delivery. We collaborated with the Marketri team to revise a sitemap that truncated 100+ overlapping services into a version that communicated to the stakeholder needs for SEO optimization.
We collaborated with BVNA's technical team in France weekly to determine the necessary steps to launch the parent website. We created a unified voice in all content for the company's' overlapping services and migrated them in our wireframes. We also created low-fidelity prototypes to iterate based on the feedback of the stakeholders that aligned with their company's needs.
Leading a large merger and acquisition rebranding project challenged us in our practice of design thinking. With the high number of stakeholders involved, we learned to design for transparency, which reduced communication barriers among all acquired companies. We also created a balance with a voice in our rebranded collateral that mirrored the needs of each company's mission and maintained the parent company's brand style.
Our meticulous documentation and quality assurance process enabled us to deliver user-centric designs that are honest and trust-worthy. Bureau Veritas North America has launched its successful rebrand in 2019.