At the core stood the new mission statement: "Transforming change into opportunities to shape a better living".

Our task was to translate this ambition into a compelling narrative and to bring the strategy to life across the organisation.

Approach

Through interviews with stakeholder across all levels – from CEO to employees – we developed a clear strategic narrative structured around four pillars under the umbrella of "One Franke". The approach combined a strong top-down direction with bottom-up feedback, ensuring both alignment and ownership.

In interdisciplinary workshops, we translated the strategy into a coherent visual system and narrative structure.

At the centre stood a holistic strategy map that connects goals, priorities and behaviours, making relationships and dependencies visible at a glance. The visualization works both as a big-picture overview and as an entry point into specific topics. 

We combined clear structuring, visual metaphors, and a modular design system, allowing the strategy to be adapted across formats while remaining consistent. This made it possible to communicate complex content in a way that is both intellectually clear and emotionally engaging.

To activate the strategy across the organization, we developed a comprehensive communication ecosystem:

• A central strategy video and supporting videos

• An interactive microsite

• Leadership workshops and presentations

• Posters and workshop kits

• Interactive formats such as games and contests

• Ongoing content via intranet and company magazine

These formats created multiple touchpoints and enabled continuous engagement across teams and locations.

The strategy is continuously updated and embedded – ensuring it remains relevant in a changing environment.