Samworth Brothers
We helped Samworth Brothers turn diverse employee insight into a unifying set of brand values.
Samworth Brothers came to us with a big ask. As their business grew, they needed to redefine their values and develop a brand purpose that would inspire their people for the future.
The challenge: knowing how to engage with over 900 employees from highly diverse backgrounds.
The client had conducted a series of internal workshops, but how could we turn this mountain of insight into a clear, motivating cultural framework?
We began by distilling the workshop findings. Identifying the real behaviours, attitudes and moments that made Samworth Brothers distinctive. From this, we developed a renewed brand purpose and set of three key cultural values. Simple enough to be memorable, but powerful enough to guide teams of all backgrounds.
And because people were at the heart of every story we heard, we elevated them. Identifying employees who had been shaped by their experience at Samworth Brothers – and making them ambassadors to help our new messaging live across the organisation.
To further embed the new approach, we created a full suite of materials, launched at a two-day event for 250 senior managers. The result was a clear cultural direction built from the inside out. Authentic, practical and ready to inspire.
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