The Challenge

Fischer Connectors is a mid-sized B2B electrical connectors manufacturer with Swiss roots and global presence. Following the arrival of a new CEO, the company wanted to change their corporate culture and brand messaging to match a new strategy and vision. With more than 60 years of history and strong brand equity, it was critical that the work was an “evolution, not a revolution,” and that we drove the future of the brand while still honoring its history.

The Work

The original brief was to write a new vision, mission and values to drive cultural change, but the project quickly expanded to include a full internal and external roll-out strategy, as well as content creation for all touchpoints. 

Working with the CEO, Communications Director and the rest of the Senior Management team, we held a series of workshops to uncover what the company stood for and where they wanted to go. We then put the new culture into words with key messaging and a company manifesto of core beliefs that would be the foundation of the new culture.  Meanwhile, Supernature and Shaolin Design developed a new visual identity and human-driven illustrations to signal the change and give a unique look and feel to the new culture.

To roll-out the new vision, mission and values and inspire cultural change within the organization, we mapped out an internal and external communications strategy that would excite employees and customers alike. Through strategic consulting, content creation and workshop facilitation, we helped develop and drive the change management strategy, including:

• New culture video introducing the vision, mission and values

• TED Talk-style speech for the CEO to use during the unveiling event

• Headquarters “takeover” where key messages were painted on the walls of the office and used in the building’s external facade

• Communications toolkit for middle management to help turn managers into advocates for change

• Workshop for middle management to help them understand and lead the change

• Online course for employees and new hires to better understand the vision, mission and values

• Updated corporate brochure that aimed to both inform and inspire

• Corporate presentation that incorporated the new brand messaging and strategy

• Presentation deck for the CEO to use to share the new direction with senior management

• Web copy for the corporate site to launch the external roll-out of the new culture

• Updated boilerplate that reflected the new brand and vision

• Emails from leadership and intranet stories regarding the change

• Job description template to attract talent that shared new company values

The Result

The company has seen an increase in both employee engagement and external visibility. The messaging and visual identity work has been integral to all external marketing campaigns and has reshaped the brand inside and out. Meanwhile, middle management took a leadership role in helping their team integrate the new vision, mission and values into their work. Last, but perhaps most important, the company has seen a marked change in their culture towards more innovation and ownership.