Content & Creative Instinctif Partners

New World Construction Company

How do we communicate a new brand identity to employees?

Challenge:
New World Construction Company Limited, rolled out a new brand identity, Artisanal Movement, in 2015. The leadership wanted to communicate this new brand identity to 1000+ employees and contractors with diversified backgrounds, from front line staff to senior management.

Action:
Our first initiative was to conduct a perception audit with target audiences to understand their thinking around the company’s new identity, their preferred language and their key points of interest. We then shot a series of films in the real working environments and brought together a story showcasing how the new brand values were already at play in employees’ everyday life.

Result:
The film communicated both the rational and emotional elements of the new identity to its employees through scenes that they could relate to. Employees also gained a clearer picture of the construction industry as whole and increased respect for each others roles within the company.

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