Service Design & Organisational Branding Strategy
Becoming the employer of choice
A long-standing retail company, serving as a holding entity for several globally recognized lingerie brands, sought our expertise. The goal was to redefine its identity and transform it into a recognisable and compelling brand for potential employees and other business stakeholders such as customers, real estate providers, suppliers, wholesalers, retailers, financial services or public organisations.
Despite operating successfully for over 50 years and contributing significantly to local communities, the company lacked widespread recognition. Furthermore, although boasting a dedicated team with decades of experience, attracting and retaining new, younger talent posed a significant challenge.
Role
Service Designer & Project Lead
Responsibilities
User Research / Service & Marketing Strategy Design / Training Design & Delivery
Deliverables
Corporate Brand Strategy / Employee Archetype / Visual Brand Identity
Corporate Website / Organisational and Employer Brand Manual
Year & Duration
2023 / 3 months
Project Objective / Challenge
Since 1968 the company has been contributing significantly to championing women on dual fronts — internally among its dedicated employees and externally through impactful initiatives and with a remarkable 90% women workforce, a rarity in today's landscape.
Yet, the essence of the company’s existence was fragmented, lacking a cohesive medium to showcase the impactful initiatives they've undertaken. With a minimal online presence and a fragmented narrative, the brand struggled to convey its story effectively. Furthermore, there was a limited understanding of what young talents sought and how to effectively communicate the opportunities the company had to offer them.
The project aimed not only to enhance the company's visibility but also to address the critical issue of attracting a new generation of employees. The objective was not merely to draw in prospective hires but to develop a captivating and cohesive brand narrative that conveyed the company's rich history while positioning it as the employer of choice.
Solution
Through extensive research and co-creation with internal stakeholders, a robust brand compact* and visual identity were crafted that highlighted the company's 50-year journey, emphasising its positive impact on local communities.
Concurrently, an exhaustive study delved into the aspirations of young talents. Core company values were meticulously crafted, aligning with both the company's essence and the preferences of emerging talents. Following this, existing employees were interviewed to share stories and experiences accumulated over the years in the company that resonated with the newly defined company values.
Subsequently, a new corporate website and its UX design were developed as the tangible manifestation of this refined brand narrative. Tailored to resonate with young talents and all other key business stakeholders, the website became the digital gateway to showcase the company's unique proposition, values, legacy, and contemporary appeal.
*Brand compact included the brands vision, mission, values, promise and positioning.
Result
The project results will be measured in one years time. The metrics will focus on how the transformed brand identity resonates with both long standing customers and a new generation of employees. The employee attraction and retention will be measured as well as the brand awareness of the company.