WHAT

Beiersdorf, a global leader in skincare, is home to iconic brands like Nivea, Eucerin, and Derma. In 2023, we led the strategy to transform the operating model of one of the world’s largest skincare brands. This included everything from an immersive workshop series to set a new vision for 20,000 employees, to designing a comprehensive communications plan that resonated across all levels of the organization. The Beiersdorf Campus, opened in Hamburg in 2023, serves as the hub for all their headquarters. Designed to support dynamic, flexible working, the campus facilitates collaboration and employee well-being, signaling a new era for Beiersdorf’s culture and operations.

HOW

We partnered with Beiersdorf to manage this significant organizational shift. Our work 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, titled The Road To, was structured to humanize the changes, foster storytelling, and encourage collaboration. Our session included an interactive journal with strategic tools for each organization within Beiersdorf to help them design their new strategies in alignment with the broader company shift.

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

Following this, 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.