Flender—Using internal campaigns to inspire and connect

Integrating Flender’s technical excellence with a human-centric narrative to make the company's values tangible and relatable.

Project overview

SERVICES
ENGAGED

Communications

Content

Creative/ strategy

Design

PROJECT
MODULES

Creative concept for campaign including content and design

01

Extrapolation of approved concept across seven core value touchpoints. 

02

Campaign production including large format posters and digital communications templates.

03

OUTPUT AND
DELIVERABLES

  • Internal campaign visual identity
    Creation of a cohesive internal brand look and feel reflecting Flender’s core values and mission.
  • Posters
    Design of a set of four posters to promote Flender’s company values within the office environment.
  • Communications templates
    Development of a set of print and digital internal communications templates, including email signatures, notepads, presentations, and email newsletters.

The client

The Flender head office

ABOUT

Flender, with over a century of expertise, excels in mechanical drive technology, offering gear units, couplings, and generators.

Their commitment to quality and sustainability is evident in their diverse product range, serving industries like wind power, marine, oil and gas. Known for its precision and reliability, Flender also prides itself on deep application knowledge, personalised consulting, and a strong global presence, making it a sustainable, innovative partner in the drive technology sector.

Background

Flender engaged us to develop an internal communications campaign that effectively communicated their mission and values to their team. This campaign was crucial in fostering a unified understanding and appreciation of Flender’s code among its diverse workforce.

Our role was to create a campaign that not only informed but also engaged and inspired Flender’s employees. This meant going beyond traditional corporate communication, integrating Flender’s technical excellence with a human-centric narrative. The campaign needed to resonate with employees from various backgrounds and cultures, making the company’s values tangible and relatable.

Challenges

A key challenge was balancing Flender’s technical excellence with a human-centric approach. We needed to ensure the campaign was relatable to a diverse workforce while accurately reflecting Flender’s sophisticated mechanical and electrical solutions. Crafting a narrative that bridged this gap was essential to communicate the company’s values in a meaningful and engaging way.

Solution

Embarking on this project, our team at lcdc.co first immersed ourselves in Flender’s world - understanding their products, services, and the markets they serve.

We recognised that the key to a successful campaign was to align Flender’s technical expertise with their human values.

Our approach was to create a series of posters, each representing a core value of Flender. The challenge was to depict these values in a way that connected with the employees personally, while also showcasing Flender’s engineering prowess. To achieve this, we combined original machinery art and stock imagery. The machinery art, created by our in-house artists, depicted Flender’s products in a stylised, almost aspirational tone. These images were not just technical illustrations but works of art that celebrated the beauty and intricacy of Flender’s engineering.

The stock imagery was carefully selected to represent people and human interactions. We wanted to show that behind every Flender product, there is a team of dedicated individuals, each contributing to the company’s success. This human element was crucial in making the values relatable and grounding them in the everyday experiences of Flender’s employees.

Flender Values - Passion

Each poster was designed to be more than just a visual representation of a value; it was a conversation starter, a point of reflection. We incorporated inspiring and thought-provoking messages that resonated with the employees, prompting them to think about how these values manifest in their work and personal lives.

Gearing up for the future

To ensure the campaign’s success, we worked closely with Flender’s internal communications team. They provided invaluable insights into the company culture and how the employees might perceive and interact with the campaign. This collaborative approach allowed us to tailor the campaign to suit the unique dynamics of Flender’s workforce.

Flender Values - the Customer

Outcome

The result was a visually stunning and emotionally engaging campaign that went beyond the conventional boundaries of internal communications.

It was not just about relaying information; it was about inspiring a sense of pride and connection to Flender’s values.

It resonated deeply with the employees, creating a renewed connection to the company’s mission and values. Our innovative approach to blending technical artistry with human narratives not only communicated Flender’s spirit effectively but also fostered a stronger, more unified company culture.

This project exemplifies lcdc.co’s ability to deliver creative solutions beyond aesthetics, impacting corporate identity and employee engagement profoundly.

Brand collateral for Flender

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