Telling the story of a company’s culture
- A new mission statement, brand, values and guiding principles for a global seafood supplier
- A full, integrated suite of customer and employee communication across print and digital
- Shortlisted for Best Stand-Out Communication at the IoIC Central and North Awards 2017
How do you create a unified working culture among 3,000 employees and across sites which span three different continents? And with many of these employees not having access to email and with English as a second language, how you do communicate this culture in a direct, accessible and imaginative way?
The Seafresh Group is a market leader in the sourcing and supply of warm water prawns – and needed an engaging, professional and integrated approach to its brand, customer marketing and employee communications. As a values-led business, Seafresh especially wanted to give its colleagues a better sense of what its four main values – Quality, Passion, Teamwork and Honesty – mean on a practical day-to-day level.
Working with the Seafresh Group management team, 44 crafted a new proposition, mission statement, values and guiding principles for the company. This was supported by a new visual identity and a suite of print and digital communications collateral, from logos, brochures and customer presentations to training material and an all-new employee print and digital quarterly newsletter.
The communications plan culminated in ‘How we do the right thing’ – a 20-page printed employee guide to the behaviours and attitude expected from a Seafresh employee. Through simple illustrated scenarios, and extensive use of white space, the booklet made for an original and easy-to-read addition to the company’s suite of employee communication.