Hero illustration of SAIL'27 logo



We have ignition
. . . and lift-off!


In order to keep the global momentum amongst 45,000 colleagues around its five-year SAIL'27 strategy, beverage consortium Carlsberg tapped us on the shoulders and asked us to create an engaging and exciting global launch moment and post-launch flow.

To define and give the launch a visual identity, we crafted a new logo and a set of icons – all highly flexible to allow for different use cases, media, and channels. 


That was part one.


Part two was to create a website with two-way communication capabilities for management to enter into dialogue with employees and have them co-creating the strategy.


Inform and engage – for greater impact


To establish and maintain a purposeful communication flow, we ultimately built and facilitated a virtual realm comprising several rooms with each their purpose, feature, and function – for employees to explore and connect with the strategy in a meaningful way.


We came up with a bunch of interactive content to ensure value and relevance to all involved. The whole lot was weaved into a carefully considered roll-out plan – with both a long-term “Pole star” perspective and monthly "sprints" to keep people inspired frequently.


That was part three.


Our overarching aim was to create a zealous, out-of-the-box experience aligning with the company's core values and getting people on board and excited about the journey.

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