Connecting 4,600 TomTom employees around one global brand

TomTom is a navigation and mapping technology company, founded in 1991 to change the way people drive forever.

It believes its people are critical to its success, and that every employee needs to live and breathe the company's core values.

TomTom believes it is up to every member of its team to bring the brand to life. So when it rebranded, it wanted to reach its own people first, before sharing the new brand with customers.

It needed to spread the new brand story and vision across a global workforce. It wanted to position the brand internally in a way that was distinctive, informative and memorable, and that would land with every team, in every office.

We devised an internal communications strategy designed to roll out consistently across TomTom's global offices.

We made the internal website the home of the new brand messaging, supported by physical brand packs that shared the brand story in an original and memorable way.

The brand book and brand pillar leaflets used emotive imagery to bring the core messages to life.

Brand pack boxes, an e-newsletter, a corporate booklet, calendars, Z-cards, floor vinyls, window stickers and promotional giveaways kept the brand visible in every workspace.

TomTom's reinvigorated brand vision reached every corner of the business. The campaign connected 4,600 employees in 56 offices across 37 countries around one shared story.

• Clear brand positioning embedded internally