Bringing strategic priorities to life for every employee
DHL Group
How do you energise a global workforce and align leadership behind a vision that evolves rather than reinvents? When one of the world’s largest businesses set out to launch its new five-year strategy, we helped transform a corporate plan into a story people could believe in – building clarity, confidence and momentum across the organisation.
Strategy 2030 set the course across DHL Group for the next five years. The focus was on accelerating sustainable growth by seizing emerging opportunities and strengthening core capabilities. The strategy itself was evolutionary. The challenge was to help people feel excited by it – to believe in it, understand it and see where they fit in.
This strategy needed more than explanation – it needed energy. Leaders had to feel confident talking about it. Employees had to understand it and see where they fit. The goal was to turn a business priority into something people could connect with and get behind.
Creating a shared vision
From the start, we worked closely with the Group’s internal strategy, internal communications and brand marketing teams to create an approach that would connect with different audiences. Through a series of inspiration sessions, we challenged assumptions, explored creative routes and unlocked a narrative that helped everyone get behind the strategy.
That narrative – “Our turn, our time” – became a unifying call to action. It gave leaders a compelling way to frame Strategy 2030, and employees a clear sense that this wasn’t something being done to them, but something they were part of.
Bringing the message to life across the business meant building an identity that went far beyond a visual look and feel. We developed the overarching story, voice and tone – then translated these into tailored content and creative that worked at every level.
From campaign films to strategy brochures, interactive installations to executive materials, we created assets that informed, inspired and made Strategy 2030 feel real.
At the leadership launch meeting, we helped deliver a powerful moment of connection – with a workbook, immersive video and live experience
designed to deepen understanding and spark momentum. Meanwhile, across the wider organisation, a suite of launch assets turned corporate messaging into something employees could see, hear, interact with and respond to – creating emotional resonance alongside practical clarity.
Making a meaningful difference
By turning a corporate strategy into a story people could connect with, Strategy 2030 became more than a business plan. We gave leaders the tools and confidence to inspire their teams. We created moments of connection that made employees feel involved, not just informed. And we delivered clarity through creativity – helping people see where they fit in and why it mattered.
Through purposeful storytelling and a joined-up, people-first approach, we created a launch that united the organisation behind a shared vision. The result is a clear direction for the future and a workforce ready to make it happen.
