CHALLENGE:
“Strategy isn’t a document, it’s people.”
Maspex Group is one of the largest FMCG companies in Europe, an organization of immense scale and complexity. The main challenge was to translate the refreshed business strategy into communication that is equally clear to office, sales, and production plant employees, as well as a plan to reach them in an engaging way.
Our approach: Strategy as a “shared flight path”
We knew that in such a dynamic environment, complex language wouldn’t work. We opted for maximum simplicity and a symbol known to everyone in the organization – the Hummingbird, which has accompanied the company for years.
- “Shared Flight” Storytelling. We defined the strategy not as a set of KPIs, but as “our shared way of flying.” The Hummingbird became a metaphor for Maspex’s agility, precision, and uniqueness.
- Organizing the architecture. We combined the refreshed mission, vision, and values with the 4 strategy pillars, creating a coherent and logical whole.
- Humanizing the message. Instead of abstract slogans, we used the language of benefits and concrete attitudes. We encapsulated everything with a powerful claim: “Every day. Each of us,” which puts the action into the hands of the employees.
Solution: Communication system
As part of the collaboration, we delivered comprehensive communication tools:
- Master Story. Content and tonality that “presents and sells” the strategy in an emotional and understandable way.
- Logo system. Clear visual identification consisting of logos where the hummingbird, combined with geometric forms, creates a pictogram (symbol) that helps assign specific company projects to the relevant strategic areas.
- KV and infographics. Design created in the spirit of universal design, which combines modernity with Maspex’s DNA, showing that strategy is a living organism.
- Action Plan. A communication plan covering all levels of the organization and key stakeholders.
The result: A strategy that’s easy to identify with
Thanks to partnership-based collaboration and openness to feedback, we succeeded in creating a KV that – as emphasized by Bartosz Szczur (Business Development Director at Maspex) – is not “branding for branding’s sake,” but a real tool for daily work.
“LoveJob was able to translate complex strategic areas into a simple, human, and engaging story. Thanks to this, the strategy we are currently communicating will function within the organization as a shared point of reference – something that people can identify with.” – Bartosz Szczur, Maspex Group
