Shared values 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.
Case studies
At our core, we are a creative centre driven by the belief that great design adapts, evolves, and connects. We work across industries to craft solutions that bring stakeholders together and leave a mark at every touchpoint, right from digital to physical.
