DHL Express Global

DHL Express has a strong track record in health and wellbeing – but with different regions taking different approaches, the global picture had become fragmented. Programmes existed, but the lack of shared language and identity made it harder to align activity or build lasting recognition.

To bring more clarity and consistency across the business, the global HR team refreshed its Health & Wellbeing Framework in line with the World Health Organization’s definition – spanning body, mind and connection. We partnered with them to bring this to life through a confident new identity, creative campaign concept and practical toolkit that could flex across cultures, channels and teams.

The framework marked a strategic shift – embedding wellbeing more deeply into the people strategy and creating a more joined-up experience for employees. The message needed to feel familiar and supportive, while introducing something fresh and easy to adopt.

We introduced Be Well With DHL – a subtle but powerful evolution that signalled a more human, inclusive approach. By adapting the wording from the existing Be Well @ DHL, the new name felt more inclusive and supportive, while still aligned with the overall group direction.

Everything connected back to the refreshed framework: three clear pillars – Connection, Body and Mind – supported by a bold, colour-coded visual identity. The creative direction was designed to be accessible and adaptable, with a rollout toolkit that helped local teams align their messaging, visuals and activity.

The result was a unified system that respected DHL’s wellbeing heritage while creating space for regional relevance – making it easier to deliver a consistent, recognisable experience for employees.