Project scope: Internal branding, naming and launch campaign content.
Services: Naming, verbal identity and content creation.
The context
As part of a project led by EHYLAG, AbbVie’s Argentine affiliate sought to give a renewed identity to an existing employee programme bringing together benefits, workplace culture and employee evaluation.
The programme already had a role within the organization. The opportunity was to give it a stronger, more distinctive presence and create a clearer way to communicate its value to the people it was designed for.
Nogahl contributed to this process through naming, verbal identity and the creation of content for the programme’s internal launch campaign.
The challenge
Branding is often associated with how a business presents itself to customers. But the same principles can also be applied internally, helping organisations communicate initiatives, express their values and create more meaningful connections with their people.
In this case, the challenge was to give an existing programme a renewed identity that could help it stand out within the everyday flow of internal communications.
The programme brought together different aspects of the employee experience, from benefits and workplace culture to performance evaluation. It needed an identity that could give these elements a recognisable point of connection and make the overall proposition easier to communicate.
The goal was not simply to announce a revised programme, but to give it a clearer identity and a more considered way of reaching its internal audience.
The role of naming and verbal identity
Naming gave the programme a distinct identity, creating a point of reference through which employees could recognise it and its place within the organisation.
Verbal identity built on that foundation, establishing how the programme would express itself and how its purpose and value could be communicated consistently.
Together, naming and verbal identity helped shape the programme as a recognisable brand in its own right, rather than just a collection of internal policies, benefits and processes.
From identity to internal communication
To introduce the renewed programme, Nogahl also developed content for its internal launch campaign.
This work translated the programme’s identity into communication designed for its intended audience, connecting the naming and verbal direction with the way the initiative would be presented to employees.
The campaign provided an opportunity to introduce the renewed programme through a more cohesive narrative, bringing its different components together under a shared identity.
Branding beyond the customer-facing experience
This project illustrates how branding can be used beyond products, services and external communications.
An internal programme can also benefit from a clear identity, a distinctive name and a consistent voice. These elements can help make an initiative easier to recognise, understand and communicate within an organisation.
For AbbVie’s programme, Nogahl’s contribution focused on the language and content that gave the renewed initiative its identity and introduced it to its internal audience.
A brand doesn’t only shape how an organisation is seen by the outside world. It can also shape how its initiatives are understood by the people within it.