S2030 - Something Big

Bringing employees on the Strategy 2030 journey

How do you energise a global workforce and align leadership behind a vision that evolves rather than reinvents? The launch of Strategy 2030 needed to ignite belief, build confidence, and provide a clear vision for the future.

DHL Group’s Strategy 2030 (S2030) set the course for the next five years, focusing on growth opportunities and the key focus areas driving the business forward. While this strategy was evolutionary, not revolutionary, the challenge lay in creating excitement, clarity, and alignment across a diverse global workforce.

The goal was twofold: to inspire employees and leadership to feel confident about the strategy and ensure they understood their role in its success. While top executives needed a detailed understanding of the focus areas, other employees required a more accessible, engaging introduction to the plan.

Creating a shared vision

Working closely with DHL’s internal strategy and brand teams, we developed creative solutions to help the strategy resonate with different audiences. Our approach started with an inspiration session to challenge assumptions and explore fresh ways to communicate the strategy effectively. The “Our turn, our time” message became a rallying point for leadership and provided a clear narrative for external audiences.

The result was a cohesive identity for S2030 that extended beyond a logo and strapline, ensuring consistent messaging across all assets. Our work included:

A Strategy brochure – Designed for clarity and impact, this document categorised and broke down the key themes, making them accessible to all stakeholders.
Top Executive Meeting (TEM) materials – We created a workbook to engage senior leaders in the strategy, along with video stings and event branding.
A hero video – Produced to inspire and inform, the video was used at the TEM and adapted for wider employee engagement.
Employee launch assets – For the HQ event in Bonn, we developed posters, wall and floor vinyls, postcards, merchandise, and interactive 3D installations where employees could share their aspirations for the next five years.

"The materials look amazing and we are receiving so many positive comments and feedback. I have been sticking stickers on floors and walls for the past days and shared the assets with so many people."

Bettina Dettmar

Senior Employee Communications Specialist, DHL Group

"The whole strategy theme was translated into so many different assets: from slides to jingles, to postcards – we even have it on napkins. So, we can proudly say that we took over the tower and hopefully inspired the rest of DHL as well.”

Felix Bauer

Senior Expert Program Office Strategy 2030, DHL Group

What was the meaningful difference?

By transforming a strategic evolution into an inspiring narrative, DHL Group build alignment, confidence, and clarity across its global workforce. The focus wasn’t just on communicating the strategy but on making it feel tangible and empowering for everyone involved.

Through a mix of creative assets and tailored messaging, we bridged the gap between leadership and employees, encouraging engagement and a sense of shared purpose. For the first time, divisional strategies aligned more closely with the Group’s vision, creating a unified approach to achieving growth.

The result is a clear direction for the future and a workforce ready to make it happen.

"Thank you for the incredible effort you and your team have put into this work. The video was shown for the first time at TEM in Istanbul and was very well received. Goosebumps in the plenary. Thanks again for the great result!"

Daniel Langer

Senior Expert Event Management, DHL Group

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