Polish Oil Company Grupa LOTOS Enhances Brand Management with Nintex

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Grupa LOTOS, a rapidly growing oil and gas producer in Europe, was facing challenges in managing its brand assets. These assets were used extensively in marketing materials, online, on gas stations, sponsorships, and more. The company wanted to establish a consistent brand identity, including a logo and brand voice, that would express the essence of the rapidly expanding firm. However, the complexity of Grupa LOTOS, a combination of 14 companies in Poland, Norway, and Lithuania, made the previous paper-based brand management system of 48 printed brand identity books impossible to manage. These books changed frequently, leading to rising paper costs and management difficulties. The company needed a solution that could handle a multitude of requests in a broad range of situations, from displaying the logo on a race car in a high-profile sports event to using company graphics in a sales brochure.

Grupa LOTOS is a growing oil and gas producer in Europe, and Poland’s fourth-largest business. The company is a combination of 14 companies in Poland, Norway, and Lithuania. It has always invested in defining its brand look and how to present it to the outside world in a way authentic to the history of its multiple companies. Grupa LOTOS also wanted to set the stage for its future objective—to be a bigger, more noticeable player in the industry. The company needed to put brand assets in digital form, where customers, partners, and employees could easily assess these assets.

Grupa LOTOS implemented Nintex Workflows and Nintex Forms to construct a digital brand style guide that the company’s marketing and communications department could manage. The guide included standardization of the company’s logo for products and signs, colors and typography, stationery, internal and external signage, corporate publications, and promotional items. The brand style guide now contains about 50,000 files in 2,500 directories, accessed by more than 100 internal users. The company’s brand team, partnering with the IT department, developed over 50 workflows to optimize the experience of users accessing and managing the brand style guide. The benefits of the implementation include online access to brand elements in different contexts, archive and data centralization, an operating system that supports upgrade of visual elements, monitoring the performance of tasks and approval processes, analysis of reports, printouts of cards in PDF format, and flexible management of access and site permissions for partners, companies, and other users.

• The implementation of Nintex Workflows and Nintex Forms has brought significant efficiency improvements to Grupa LOTOS. The Chief Information Officer, Tadeusz Rogaczewski, estimates a 50% efficiency gain to date. The benefits include users receiving a consistent and current interface, the information users receive is in compliance with established procedures, and the processes are manageable and optimized. The digital brand style guide has made it easier for the company to manage its brand assets, reducing the need for physical storage and printing costs. The solution has also enabled the company to quickly and efficiently respond to a multitude of requests in a broad range of situations.

• 30% savings through digital storage and archiving
• $20,000 annual savings on printing costs
• Spent managing brand communications reduced by more than 50%