Lundbeck
Communications Strategy & Identity
The pharmaceutical company needed to implement new Customer Relationship Management and Closed Loop Marketing systems across its multinational offices. The objective was to engage staff and encourage enthusiasm about new ways of working.
A strategy was created where staff members' thoughts, ideas and opinions were used to shape the new systems, forming the basis for the entire communications platform.
A simple three-step process was created to engage with staff and get their ideas regarding how the new systems should be developed.
Organic in its nature, the strategy helped generate the identity of the communications platform.The refresh icon illustrated not only the technological aspect of the new systems, but also signalled the positive move towards change.
A simple shift of message helped move the strategy through its different stages.
A full digital toolkit was created to give staff members a forum to post their ideas and discuss opinions.
Live discussions, ad hoc think tanks and pop-up environments helped communicate the ideals and give staff members a chance to voice their ideas.
© Neil Thomas
