WHAT

Beiersdorf, a global leader in skincare and the parent company of Nivea, Eucerin, and Derma, invited us to lead the transformation of its global operating model. The work spanned from vision-setting with 20,000 employees, to designing a communications strategy that cascaded through every level of the company, to activating their new global headquarters.

HOW

We partnered with Beiersdorf to lead this transformation. We focused on guiding the company through their restructuring efforts with an emphasis on human connection, storytelling, and team building.

We designed a five-day workshop in Hamburg for 50 executives to discuss the new changes and reorganization. The workshop, The Road To, was designed to invite dialogue, foster storytelling, and encourage collaboration. Our session included an interactive journal with strategic tools for each organization within Beiersdorf to help them create their new strategies in alignment with the broader company vision.

Next, we led the communication strategy for cascading these changes throughout each organization. We designed communication materials that spoke to Beiersdorf’s values and helped connect the leadership team with employees below the executive level.

Then, we created a welcome playbook for new employees, turning onboarding into an experiential journey that introduced them to Beiersdorf’s vision and values.

Finally, we developed a global activation playbook that outlined how Beiersdorf’s global offices could celebrate the launch of One Beiersdorf—a unified company under one roof. This activation guide included physical installations, talks, and breakout sessions to ensure engagement across their 20,000+ employees.