DHL EXPRESS

A businesses’ strategy is only as strong as its ability to be understood and put into action. At DHL Express, ensuring that every employee – not just senior leadership – could engage with and apply the business strategy was essential. The challenge was to ensure company goals were not only communicated but also relevant, accessible and actionable for a diverse, global workforce.

DHL Express had been delivering its FOCUS strategy for over a decade, but with its latest evolution, there was an opportunity to refine how it was shared. The goal was clear: move away from static, printed materials and towards a more dynamic, people-first and digitally accessible resource that employees could truly engage with.

Working closely with DHL Express, we developed a refreshed approach that bridged the high-level DHL Group Strategy with specific Express activation plans. By aligning with corporate objectives and leveraging Smart Connect, we ensured the strategy was delivered consistently while allowing local teams the flexibility to make it meaningful for their people.

The creative execution needed to be clear, engaging and easy to navigate – while still capturing the playful Express feel. Using a structured approach, we mapped out how to tell the strategy story in a way that resonated with all employees, not just executives. A clean, modern design brought the strategy formula P+Q=G to life, making it both memorable and actionable. Brand imagery was supplemented with a dedicated photoshoot, ensuring employees could see themselves in the strategy. Key graphic elements promoted movement and progress, while the FOCUS logo was evolved to better reflect the brand’s dynamic vision.

The strategy launch was carefully phased to engage different audiences. First, senior executives were introduced to the new approach at a global leadership event in Kuala Lumpur. Following this, a digital-first rollout made the strategy accessible to all employees, supported by a comprehensive internal toolkit. This included a high-quality printed brochure for select stakeholders, a digital version for wider accessibility and a Smart Connect mini-campaign to encourage interaction. Engagement tactics included competitions, an Ideas Inbox for employee input, blog-style articles breaking down key elements, and supporting assets such as manager presentations, DHLTV slides, posters and quick-reference guides. Smart Connect pages were developed by the internal Express team, taking the concept and creative we had shaped and optimising it for a digital experience. It was a true collaboration that ensured consistency with the core narrative