Logica’s messages had previously been rolled out through major digital campaigns, but had lost their impact and clarity. The group’s vision had become muddled and, worse, too far removed from the employees' concerns.
What was needed was a new start in terms of materials and distribution, with simpler, reformulated messages and a new editorial tone. The aim was to generate a sense of belonging and engagement and ensure this annual announcement is understood by the group’s 9,500 employees. The result took the form of a booklet - part diary, part journal - organised around six themes made up of personal stories, quotes and key messages.