Who was our client?

A $4 billion technology company launching a new brand identity, strategic focus, and suite of products that wanted to generate global employee excitement, awareness and buy in before, during and after the launch.

What did we do?

Blue Beyond Consulting supported the VP of Brand and Campaigns, VP of Corporate Communications and, Senior Director of Internal Communications in all aspects of the multi-phase launch, including:

• Generated excitement among employees prior to the launch through a robust "Imagine What We'll Do Next" teaser campaign featuring an editorial series honoring the company's history, a video featuring the company's founder, a poster campaign highlighting milestones and accomplishments, and online banners and stories to create interest and intrigue
• Delivered a video message from the CEO to employees on launch day announcing the launch and inviting employees to watch a live stream of the unveiling and launch event at the NYSE
• Developed and executed a comprehensive launch-day employee engagement program, including delivering an informational packet and gift on the desks of all employees, posting launch posters and collateral at all sites globally, and holding launch celebration events at all of the company's major global sites
• Created an employee launch portal on the corporate intranet providing answers to common questions, online discussion forums, news and resources, videos and messaging outlining the company story, and guidance on how employees should incorporate the new brand identity into their day-to-day roles
• Executed a post-launch awareness campaign, including equipping managers with messaging and presentations; developing a series of podcasts featuring interviews with key business leaders around the new brand, strategic focus and products; and engaging employees through a competition calling on employees to send in photos of themselves around the world wearing apparel featuring the new branding

What were the results?

• "This is the most thorough, high-quality 're-branding' effort I have seen. What a fun time to be at my company."
• "Thanks for the great series on Network Pioneers. It's very cool to see the rich history that brought us to where we are today."
• "The amazing rebranding/marketing launch that I have witnessed in the last week has redoubled my commitment. I'm as excited as I have ever been in my professional life and am looking forward to being a part of this company's future. I believe in the direction our management team has set and in the solutions that we are bringing to market. The next ten years will be historic and I am proud to be a part of it."