DHL Express IT

DHL Express IT needed a concept for its 2025 internal campaign that felt energising, authentic and built around the people it was for. With an evolving culture and eight core IT behaviours to highlight – from ‘Innovates’ to ‘Gives Back’ – there was a clear opportunity to create something that connected with employees around the world.

We looked to the roots of what had resonated in the past – like the original “I LOVE IT” campaign – and built from there. The result was WOW is HOW: a people-led creative concept that turned behaviours into stories, and gave the global IT team a meaningful platform to share the impact of their work.

Each poster featured real employee-submitted photos and quotes, showcasing how WOW is lived day to day. Visually, the design mixed playful type with pixel-inspired layouts – nodding to DHL’s tech identity while keeping accessibility and clarity front and center.

The creative was designed to be flexible across regions, cultures and formats. Alongside the core posters and video, we produced a suite of adaptable assets – from DHLTV slides and editable templates to quote cards, postcards, stickers and selfie props – all hosted in a shared workspace for easy access and activation worldwide.