Content & Creative Instinctif Partners

New World Construction Company

How do we communicate a new brand identity to employees?

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.

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.

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.