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How De Beers united 20,000 employees by overhauling its corporate identity

Marketing Week 08 Jan 2019 07:30
Diamond sorting in Botswana.

Finding a common thread that engages both miners working in Africa and retail staff in a high-end London store may sound like an impossible task but that was the mission for diamond business De Beers Group.

The change was needed after the De Beers Group of Companies – as it was formerly known – acquired LVMH’s 50% shareholding of De Beers Jewellers, meaning for the first time it had full ownership of the entire operation.

The newly-formed business wanted to unite all aspects of the brand with a common goal and purpose but with 20,000 employees across five continents it has not been an easy task.

Working with design consultancy Pope + Wainwright, De Beers began by creating a new visual identity that, for the first time, connects all aspects of the business. But that was just the beginning.

“Like most international companies with a large employee base made up of several wholly owned business units and joint ventures we have a challenges when it comes to communication dissemination,” admits Matt Crabb, senior manager of group brand communications, speaking to Marketing Week.

While the message is consistent, Crabb is also mindful of the fact teams in different parts of the business and different parts of the world will have different priorities.

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De BeersBotswanaBotswana governmentMatt CrabbDe Beers Group of Companies