Proximus: A clear and accessible offer for the public sector
Proximus offers a wide range of IT and connectivity solutions tailored to public sector needs. But translating that broad offering into a clear, audience-focused story? That’s a different challenge altogether. Proximus turned to Umbau to create a unifying marketing concept: one that organizes complexity into thematic clarity, while reinforcing the real-world impact of their services.
Approach
We didn’t just restructure content. We repositioned the conversation — shifting from a product-driven approach to a human and societal lens.
- Strategic framing: Instead of starting with solutions, we started with public sector challenges — mobility, healthcare, education, sustainability…
- Thematic landing pages: We built a set of focused, multilingual landing pages, each aligned to one societal domain
- Contextual storytelling: We highlighted how Proximus contributes to societal goals, trends and policy evolutions — making their services feel relevant, impactful, and forward-thinking
- Creative framework: We delivered a cohesive concept Proximus could implement independently, anchored in clarity and purpose
Results
Where Umbau Made the Difference
We helped Proximus move from complexity to clarity, and from features to societal value.
- Strategic & creative thinking: not just content delivery, but a thoughtful framework
- Simplified structure: making a vast, technical offer easy to navigate
- Societal positioning: tying services to real-world public challenges
- Rapid execution: from concept to rollout — fast, efficient, and future-ready