From Scattered Assets to One Brand Bank: How Proximus Digitalized Its Brand Architecture
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What if your brand consists of multiple brands?
What if your brand assets are spread across folders, teams, and tools — and even your own employees google the Proximus logo?
And what if your guidelines still sit in static PDFs, while your organization needs to adapt rapidly to a fast-changing market?
For the Proximus branding team, that reality became all too familiar. When the pandemic added pressure for fast, consistent communication, there was only one logical step: gain more control over the brand, digitalize processes, and modernize content flows.
“An Internal Studio and the Need for Structure”
In 2022, Proximus set up its own internal production studio. It already existed as a hub for brand assets and guidelines, but it took on a new role: external campaigns and production were brought in-house.
The reason? Agility.
The telecom world was shifting rapidly, and Proximus wanted to react faster without constantly relying on external partners. But this required streamlined access to the right assets. The existing DAM (Digital Asset Management system) was no longer sufficient. Key integrations were missing, brand guidelines were still in PDFs, and version control was a challenge. Time for a new approach.
From PDF to Interactive Brand Experience
he team had big ambitions: not just a new DAM, but a modern ecosystem where guidelines, assets, and workflows come together. Every update needed to be instantly available to whoever needed it — whether that was a colleague, an external agency, or an international partner.
The move to Bynder, supported by Catena Company, set everything in motion.
Not just the tools, but the mindset. Catena visited on-site, spoke with all stakeholders, and co-built a platform based on their needs: accessibility, ease of use, and above all, control.
“I was looking for a local anchor point. Someone who would sit down with us, understand our needs, and think along internally. Catena did exactly that.”
One DAM, Three Brands, Dozens of Stakeholders
Proximus, Scarlet, Mobile Vikings.
Three brands, each with its own identity, assets, and campaigns. Thanks to smart collections, user rights, and filters, the right people can now access the right material effortlessly.
Whether it’s a logo, a campaign image, or a piece of guideline, each stakeholder only sees what’s relevant. International agencies get their own access points, press agencies can use an open asset bank, and the internal team keeps the overview.
From Searching to Finding
With smart filters, clear folder structures, and intuitive tagging, employees find what they need faster than ever. What used to mean endless searching — or worse, using outdated files — is now neatly structured.
Even externals no longer have to guess. The DAM is set up so users without login credentials can still access public assets. No one needs to google the Proximus logo anymore.
“We truly notice the difference: people use the right logo, the right colors, and that massively strengthens our brand consistency.”
Smart Integrations, Fewer Mistakes
What Proximus has today is more than an image bank. It’s a living system, connected to other tools. For example, an integration was built with Getty Images: images downloaded there automatically appear in Bynder — with the correct rights, expiry dates, and in the right collection. Duplicate downloads and wrong licenses are now history. Everything is in one place, safe and usable across the company.
Ready for the Future with AI
Innovation doesn’t stop with structure. Proximus is now developing its own brandbot — a chatbot powered by a large language model that answers branding questions.
“Where can I find the logo?” or “What are the guidelines for color use?” — the answers come directly from brand guidelines, scraped and connected to the Bynder API.
The result? Fewer questions for the branding team, more autonomy for other teams, and even greater brand consistency.
“The dataset for our brandbot is Bynder. Everything comes together there. That makes the system future-proof.”
The Added Value of Catena as a Partner
The partnership with Catena meant more than just a technical implementation. Proximus gained a partner that listened, respected the company’s internal logic, and helped carry the project step by step.
“They didn’t just talk to us, but to every stakeholder. And the onboarding they rolled out for our employees? That really made the difference.”
One Brand, One DAM, Endless Possibilities
The new DAM at Proximus has become a central engine in their brand architecture. Not only does it bring clarity and overview, it also opens doors to growth, automation, and innovation.
What began as a response to fragmentation has evolved into a dynamic platform, perfectly aligned with how Proximus operates today — and how it wants to grow tomorrow.
Also need more control, clarity, and scalability?
Proximus shows how a DAM can be more than an image bank. It becomes the central hub for all brand communication, integrated into your ecosystem, ready for AI and automation.
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