Context
Haddad Brands Europe has around 200 employees spread across Europe. It is the official distributor of children’s sports brands such as Nike, Converse, Jordan, and Ralph Lauren.
To strengthen the sense of belonging within the company and support teams in achieving their goals, the company enlisted Mars Branding to create an internal employer brand embodying unifying values.
Solution
With Paris hosting the Olympic Games, 2024 is a significant year for the world of sport. Mars Branding designed a brand identity reflecting the unifying and positive values of the Olympic Games to fulfill this mission.
Mars Branding organised two brainstorming workshops with the executive committee of Haddad Brands Europe to define the key elements and strategy for this new internal brand.
Following these workshops, Mars Branding created a tagline and developed an annual action plan to bring the brand to life.
The action plan included organising joint activities centred around sport and solidarity, bringing the company’s employees together.
A dedicated app was developed to facilitate employee participation and engagement in these activities.
Mars Branding planned and managed several events throughout the year, including a launch party to unveil the new internal brand identity.
Impact
The internal branding campaign successfully united Haddad Brands’ employees around the values of the Olympic Games. The sport and solidarity activities, facilitated by the dedicated app, strengthened employee cohesion and engagement. The planned events, particularly the launch party, left a lasting impression and reinforced the identity of the new internal brand, fostering a strong sense of belonging and pride within the company.
