Genesis Internal Brand Pride

How do we get Genesis staff to feel a sense of pride in the new company purpose? We make them feel proud of themselves.

Genesis’ new purpose – to empower New Zealand’s sustainable future- needed to resonate with Genesis employees. Our goal was to enable them to easily recall their brand strategy pillars of Lead, Empower Care and understand how it ladders up to the company purpose and ultimately feel a sense of immense pride to contribute to Genesis’ success.

After all, Genesis wouldn’t have achieved what it has today without its people.

Our inspiration for the internal brand pride campaign was simple. Three words, three pillars, three pivotal affirmations developed by Genesis: Lead, empower, and care. It was our goal to show Genesis employees a glimpse into how these pillars played a role in the future of the new purpose.

We developed an idea centered around a sensory experience that employees could see, hear and feel for themselves, attributed each of the platforms of merch, signage and skite- wall, with one of these sensory elements, to articulate the lead, empower, care pillars created by Genesis.

Our film was a development of all three senses and pillars, together in one place. It was important for the script to portray real employees of Genesis, with dialogue that reflected an authentic glimpse into their day-to-day contribution to Genesis’ success.

We found an effortless bridge between what the future of Genesis looked, sounded and felt like- and the big, little things employees were doing every day to contribute to that future.