KING ARTHUR BAKING COMPANY
COMPANY REBRAND INTERNAL LAUNCH
launch a new branding internally for HQ employees that are all working remotely
THE ASK: Create an internal launch for King Arthur's first rebrand in 75 years.
THE CHALLENGE: The company is employee-owned, which makes changes personal for employees. Additionally, all employees are working remotely, making it difficult to engage and create a sense of community among employees.
THE SOLUTION: Create a virtual internal launch that excites employees, creates value and personal investment for each employee in the rebrand, and makes them confident in the rebrand decision.
Cliff Notes
In our research, we found that when workplace changes occur, two things are top of mind for employees:
What it means for them
Why should they care
Additionally, launching to remote employees is exceptionally challenging.
OUR APPROACH
King Arthur Baking is no longer just a flour company. They have become a brand for bakers. They are innovative, trusted, and forge community and joy. With the rebrand they want to reflect their innovation and attract new audience. An external brand launch has been planned, but the company now needs to plan their internal launch for HQ employees.
Generate Excitement
Celebrating is a part of the King Arthur brand, many employees are feeling disconnected and weighed down by stresses for their new normal, so we need to bring joy into employees' homes now more than ever.
Personal Investment
Being employee-owned, you have a responsibility to uphold the highest standards you set for yourselves. Make employees feel secure in your decision-making.
Empowerment
A clear vote of confidence from the top level will encourage employees to get behind the rebrand and embrace it fully.
GOALS OF THE LAUNCH
STEP 1 - COMMUNICATION
LAUNCH PLAN
The rebrand needs to be announced to all HQ employees all at once. This ensures consistent information is shared across all departments and no one feels left in the dark.
APPROACH: Zoom Kick-Off Meeting
Meeting Outline
1. ATTENTION GRABBING OPENER: Ina Garten
In an effort to captivate everyone's attention, Ina Garten will be a surprise guest welcoming everyone to the kick-off meeting.
Why Ina Garten?
Ina Garten is the queen of the kitchen and an iconic sensation. Her popular oversized cosmo video and sense of humor has brought levity and joy into the homes of millions.
2. BRAND HERITAGE OVERVIEW
All 3 CEOs present together to convey unity and community.
Purpose: The heritage overview will ground employees in what King Arthur stands for and will continue to stand for
3. DISCUSS WHY A REBRAND
Purpose: By talking about why you all decided to take on a rebrand will help employees understand the reasoning behind the changes, and they will begin to see the value in the changes
4. DESIGNING THE REBRAND
Purpose: Talk through the process of creating the new branding. This will help employees connect with the new brand.
Goals of the New Brand – what does it represent?
Design Process Overview – this will establish trust & buy-in from employees.
Reasons Behind New Logo – why were specific design decisions made?
**Detailed conversations will happen offline with each department – an employee impact chart is provided to help navigate those conversations**
5. PRESENTING THE REBRAND
Purpose: Revealing the rebrand and highlight the new packaging, merchandise, and diverse uses of the new logo
6. EMPLOYEE IMPACT
Purpose: walk employees through what impact this rebrand might have on them. This will be a high-level overview.
Create an internal launch plan the generates excitement, shows personal value to employees and captivates them from the very start.
OPPORTUNITY
The Team
Brand Audit
Secondary Research
Strategic Development
Mock-Ups & Renderings
Deck flow + Presentation