Supporting new parents through parental leave

Returning to work after an extended period can be challenging and the DHL Express Global HR team recognised that there was a lack of consistent global support for employees, in particular for new parents.

To address this, DHL wanted to develop some common standards to support new parents throughout their journey, while allowing for legal flexibility in different countries. Based on our insights and best practices, we provided DHL with recommendations on how to communicate their approach to parental leave policies. To support communications, a creative concept was developed to show the journey from work to parental leave, interspersed with real imagery.

This was complemented by a warm and compassionate colour palette that ensured the assets felt less like corporate materials. We produced guides for new parents, line managers, and local HR teams, covering key stages of the journey and addressing common concerns and questions. The guides were created with legal input to ensure global suitability and applicability and delivered as editable formats to enable local adaptation for country-specific legal requirements.