Value campaign for a global major
Unified internal branding experience for employees
Overview
Tata Communications drives its culture through the DRIVE Ahead behaviours- a set of principles focused on collaboration, agility, ownership, and innovation.
The objective was to design a communication system that could effectively translate these behaviours into engaging, organisation-wide experiences.
Challenge
The campaign required a cohesive communication approach to translate multiple cultural behaviours into formats that were easy to understand, consistent across touchpoints, and scalable across locations.
Approach
We developed a unified communication design system for the Drive Ahead campaign, bringing together leadership messaging, content, and spatial branding.
This included:
– CEO and senior leadership video communications
– A coffee table book articulating the DRIVE behaviours
– Emailers for internal rollout and reinforcement
– Wall graphics deployed across India offices
Each element was designed to simplify and consistently represent the behaviours, ensuring clarity and continuity across formats and environments.
Outcome
The campaign established a strong and consistent communication presence for Drive Ahead across digital and physical touchpoints. The structured approach enabled the behaviours to be communicated clearly and experienced across locations.
