From ACLVB to SYNOVA: a new name, everywhere at once.
On 30 May 2026 the liberal trade union ACLVB became the independent trade union SYNOVA. I led the project that rolled out that name change across the entire organisation.
(formerly ACLVB)
The challenge
A name is everywhere: on flags and leaflets, in systems and e-mail addresses, in articles of association and bank details, on the façade of every office. With a name change, all of it has to move at once.
So the project touched every aspect of the organisation. And the new brand also had to be embraced by the employees and union representatives.
Nobody was allowed to know the new name in advance, least of all the press: the aim was a big launch on 30 May. Preparing such a change with a small group of people, in secret, was an extra challenge. Materials were printed and produced abroad. The website was prepared anonymously in the old branding, after which there was one month to update all the branding.
What I managed
Change
Bringing employees and union representatives along with the story, so they help carry the new brand.
Marcom & rebranding
The complete rebranding and marketing: internal and promotional materials, flags, clothing, stationery, flyers and leaflets.
IT
The name in all systems and in documents to members, new URLs and e-mail addresses, a new website and security.
Legal
Amending the articles of association and updating the mandates of the lawyers who represent members.
Finance
Making sure banks, Isabel and other financial partners implemented the changes on time.
Facility
Nearly 100 offices got a new look inside and out: signage decals, posters, leaflets and office supplies.
The result
On 30 May 2026 the new name went live: ACLVB became SYNOVA, in all offices, systems and documents.
Reactions from members and employees were very positive and the new name was warmly received. By the end of the summer, the organisation itself had clearly embraced the name.
On 15 September 2026 the articles of association were amended and the name change was also made official.
The next step: further building name recognition, among members and more broadly across Belgium.
A change that affects the whole organisation?
I make sure all workstreams land together, on time and with the people on board.