The Brief

Aura Brand Solutions represents our operation in the UK. Commissioned by DPD to rebrand their entire fleet in the United Kingdom, our team also drew upon its international expertise, as part of the GLIMMA network, to develop a specification for the rollout of the rebrand across the rest of the European fleet.

The rebrand was prompted by the need to consolidate the branding of 4,500 vehicles across multiple markets.

Given the international nature of the project, we started by examining the product options available in all markets.

Working closely with DPD’s creative design team and our global partners, our technical team helped to develop the optimum product solution – one that would guarantee consistency in all markets.

Once agreed, we advised on the different implementation options for the most efficient pan-European rollout in terms of quality, time and cost.

UK Fleet Rebrand

For the UK fleet, our team was responsible for managing the design, manufacture and installation of the new livery designs nationwide, across a spectrum of different vehicles.

A full audit of the UK fleet was undertaken and prototypes were developed to ensure the most appropriate technical design.  Significant prototyping and colour profiling was carried out to reach a final graphics specification.

This provided full warranty cover, achievable only thanks to Aura’s status as a manufacturer approved converter and installer.

The variety of vehicle types was matched by the variety of vehicle owners, adding a layer of complexity to the project. A large part of the project management role being liasion with the company-owned fleet managers, the franchise-owners and the individual owner drivers, to ensure brand consistency across the entire fleet.

To minimise the time that vehicles were off the road during the rebrand, we also undertook any existing accident damage repairs at the same time.

Maintaining the UK fleet

The ongoing management and maintenance of the DPD fleet also falls to our team.

With a continuous churn of new and old vehicles, an online ordering system and a bespoke accident management service has been developed, ensuring that vehicles remain in tiptop condition and remain on the road.

Extending the DPD brand

Interlink Express also operates in the UK but focuses on providing a more local service for shippers with smaller volumes.

Our team has also rebranded their fleet of 1,500 vehicles to DPD Local, using a blue variant of the now familiar DPD box design.

 

DPD has been a valued customer of ours in the UK for a number of years. We are delighted that we were also able to help advise them on their fleet rebrand on a much wider scale, right across Europe.

This is testament to the collaborative relationship we enjoy with both the DPD team and our Partners in Europe. We worked closely with their creative agency and various fleet owners to create tried and tested product solutions that were centrally managed but implemented locally and available across multiple markets.

David Sawbridge, Managing Director, Aura Brand Solutions