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Case study: Seafresh

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
THE CHALLENGE

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.

THE SOLUTION

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.

Our values run through everything we do. What we needed was something that would sum them up and capture our friendly, can-do attitude. The employee handbook is excellent and just what we were looking for. We are already getting great feedback from colleagues and our company culture is now more clearly defined than ever.”

Lasse Hansen, Seafresh CEO
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