Internal Communications Design to Drive One Unified Culture for Turkey’s Largest Furniture Brand
Doğtaş, one of Turkey’s largest furniture brands and Kelebek, Turkey’s first-ever ready-made furniture producer, merged to become Doğtaş Kelebek in 2012.
The two cultures were distinctively different and, as part of the merger, needed to be aligned. When the client approached us, work had been done to unify the two brand cultures around a collective set of brand values and beliefs.
The intention was to create a motivated team spirit around what it meat to be a part of the Doğtaş Kelebek culture.
Our role was to rework the Doğtaş Kelebek corporate brand identity system and develop a communications campaign that would reflect and launch the new brand values internally to all employees. We were responsible for defining a new purpose, manifesto and a visual and verbal identity system that would carry the corporate brand towards their ambition of pushing the Turkish furniture sector forward into the future.
The internal engagement communications campaign was centred around a set of icons and colours, a distinct photography approach that represented the essence of each value. Our aim was to create a unified, simple, human and emotive language that all Doğtaş Kelebek employees, from warehouse workers to call center and sales staffs, were willing to understand and adopt.
Impact
The new brand values were recently launched (June 2016) in a series of internal new brand value launch events. We will be reporting on this in more detail shortly…
