Context
Haddad Brands Europe has around 200 employees across Europe. The company is the official distributor of children’s sportswear brands such as Nike, Converse, Jordan and Ralph Lauren. To strengthen employees’ sense of belonging and support teams in reaching their goals, the company asked Mars Branding to create an internal employer brand built on unifying values.
Solution
With Paris hosting the Olympic Games, 2024 was a special year for the world of sport. Mars Branding designed a brand identity built on the unifying, positive values of the Games.
The agency ran two brainstorming workshops with Haddad Brands Europe’s executive committee to define the identity and strategy of this new internal brand, then created a tagline and an annual action plan to bring it to life. The plan included shared activities around sport and solidarity, plus a dedicated app to make it easy for employees to take part. Mars Branding also organised several events throughout the year, including a launch party to unveil the new identity.
Impact
The internal branding campaign united Haddad Brands employees around Olympic values. Sport and solidarity activities, run through the dedicated app, strengthened team cohesion and engagement. The events, especially the launch party, made a lasting impression and anchored the new internal brand, creating a sense of belonging and pride within the company.
