Brief

We work closely with BAE Systems Australia’s People and Culture teams to develop campaigns that target their diverse 4000+ workforce spread across the country. With a shift in corporate values and a growing workforce a focus has been placed on employee experiences.

Approach

Over the past few years we’ve been focused on humanising the brand internally.

With a deep understanding of the business and its diverse workforce, we are able to understand the different layers of stakeholder communication, the tone and delivery to ensure each is approached appropriately for the audience.

We introduced a particular internal visual language and introduced illustrations and brighter colours to create more engaging communications around diversity and inclusion and employee benefits which results in greater engagement in business activities and benefits to employees.

Result

Humanising the brand.

A vibrant and relaxed brand internally enables the business to feel more approachable and aligned with its values.

The response from employees has been extremely positive, with the team getting positive feedback from both ELTs and onsite manufacturing teams that the new look is more approachable, engaging and inline with the business values.