Henkel Australia and New Zealand were suffering from a slight internal identity crisis. As the company is made up of individual brands such as Loctite, Schwarzkopf, Sellotape and Ant Rid across multiple sites in Australia and New Zealand it was difficult to find a common ground and language that could unite them. In addition to this, much of the communication material was lead from head office in Germany and was found to not always ‘translate’ or resonate with the Henkel folk in the Southern Hemisphere.

We were approached to work with Henkel to develop a communication theme that could help break down perceived barriers, increase interaction between offices across Australia and the Tasman, and generally improve the company’s overall internal brand awareness.

Our understanding was that many of the staff were not fully aware of the diversity of products that Henkel create and supply and felt somewhat neglected. We created a theme and visual language that simply demonstrated the diversity of Henkel and executed in a manner that enabled easy application to a wide array of materials. In recognition to staff for their contribution to the company’s success, we aligned the communication theme - “Everywhere. Thank you!” – to their international vision and values.

This message was applied to a number of audience specific products and launched on Henkel Day at each Australian and New Zealand site to a great response. These items, along with some new communication mechanisms have helped create a more enthusiastic and united Henkel team.

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