Project Description

Telling the story of Seafresh company culture

Seafresh company culture

“Our values run through everything we do. We needed 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.”

Lasse Hansen, Seafresh CEO

The challenge

With more than 4,000 employees and operations across five continents, leading seafood business Seafresh Group is a huge global operation. Having such a diverse workforce created a need to unify the Seafresh company culture, and give colleagues a clear sense of what its values – Quality, Passion, Teamwork and Honesty – really mean day to day.

Seafresh company culture
Seafresh company culture

The solution

As many employees speak English as a second language and don’t have access to email, we understood the need to communicate the Seafresh company culture information as universally, accessibly and imaginatively as possible. Working with the management team, we took the messaging right back to its foundations and crafted a new mission statement, values and guiding principles. From there, we created a new visual identity and a suite of printed and digital collateral, from logos, brochures and customer presentations to training material and a quarterly employee newsletter.

The results

Taking an integrated approach to Seafresh’s brand, customer marketing and employee communications meant we helped the business consider every audience from a clearly focused central approach. For employees, this culminated in ‘How we do the right thing’ – a 20-page printed employee guide to the behaviours and attitudes associated with Seafresh company culture. Through simple illustrated scenarios and plenty of white space, the guide was a clear, easy-to-read, and original addition to employees’ resources.

Seafresh company culture
Tom Abbott

Why we love it

“I love how this project grew from the initial brief to become something that’s really brought the Seafresh story to life for employees. It’s helping everyone understand they have a part to play – what’s more meaningful than that?”

Tom Abbott, Partner – Strategy