Is it possible to communicate to employees their company’s rebranding in an innovative and engaging way? We proved that you can. The best way to achieve it is to... steal the logo! To show how important the corporate identity is, a creative idea was brought in: let’s show the employees how it would be not to have the logo at all. “Who stole our logo?” was an internal communication campaign supporting company’s visual identity change of Grupa Żywiec (part of Heineken Group), which hires over 500 employees in 6 units in various locations in Poland. The company’s core values were expressed through the creative and modern tools proposed and prepared by our agency: a comic book, teasing posters and viral mailing. During the whole campaign employees remained highly interested in the proposed activities and welcomed the new logo with enthusiasm and understanding of the rebranding process. A comic book (used for the first time in a company's history as a communication tool) starring the hero invented for campaign’s purposes – a villain GŻmot – was very well received. His popularity was such that the comic was included permanently in the internal magazine to communicate important company issues.

Teasing:Two weeks before Day One a recording from security cameras was published on YouTube and emailed to employees. In the video an unidentified man steals the logo sign from head office building. The posters with offender’s picture were posted in the offices. Employees also received the emails with information about the logo’s theft and request for help in finding the offender.Reveal:1. On Day One employees of the head office received the kit with items branded according to new branding, a brochure promoting new corporate identity and an email from the CEO with an official introduction of new branding.2. The movie with CEO’s speech on rebranding appeared on the Intranet3. All employees received a new internal magazine, dedicated mostly to the rebranding.4. On the last page of the magazine a comic book was published. It showed a story of theft and the capture of GŻmot.

Delivered solutions created the positive reception of the change. Key messages were delivered directly to 150 employees of the head office. They felt the importance of the organizational identity expressed first of all through the common sign – the corporate logo.Employees responded vividly to teasing activities: discussed the disappearance of the logo, viewed the movie in YouTube (200 entries) and contacted the email address from the posters. Due to the chosen strategy, on the first day of the reveal stage everyone knew about the disappearance of the logo, so employees received information about the rebranding with full understanding of the meaning. Through internal communication tools, the message was delivered to all 5,500 employees. The figure of GŻmot, a likeable villain, gained such a fondness that the comic book with his adventures became a constant part of the internal magazine. Important company issues are communicated via this channel.