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Finding new ways to say ‘thank you’
back to grid

in a nutshell

Kuehne + Nagel wanted to encourage a culture of regular, peer-to-peer recognition. Through a new look and feel for their Colleague Awards, and new recognition zones installed in sites across the country, they made it easy for employees to recognise a great job well done.


the challenge

The existing Colleague Awards celebrated progress against Kuehne + Nagel’s previous strategy. With the launch of their new, five-year strategy, they need to refresh their approach to reward and recognition too.

Employee feedback told us that the annual award ceremony felt too distant from day-to-day working life, local recognition schemes weren’t aligned to the national process, and that people wanted an easy way to thank each other on a regular basis.

This was our chance to create something new and fresh with real impact.

the response & delivery

We started with an identity for recognition – a badge that could be applied to all materials to give a real sense of consistency. We introduced a new font to the design to give it a handwritten, more personable touch, and we used colours from the secondary brand palette to give the design a celebratory feel.

With this approved, we created a suite of materials to help promote and embed the new look Colleague Awards: digital assets for their online recognition portal, posters, and a full-page advert in their employee magazine.Next, we created a ‘DIY pack’ that was distributed to sites across the country. This pack contained everything needed to create a recognition zone. With a selection of branded ‘thank you’ postcards, stickers and post boxes, different sites could build their own zone in the space they had available.

The packs contained everything sites needed, but key to the success of this project was the engagement of representatives on each site. The team at Kuehne + Nagel contacted all site managers and created a post on their intranet that gave people the heads-up that these materials were arriving, and asked them to nominate a contact at each site. The DIY packs were addressed to these people to make sure they definitely arrived, and in the top of each box was a cover note with full briefing instructions clarifying what needed to be done with the materials and how.


different designs
of postcard


sites supplied
with DIY packs


synonyms for
‘thank you’ featured
in the design

the impact

The packs are now in use across the country and the feedback has been great. There has already been a 15% increase in award submissions compared to last year with numerous sites requesting more kits and cards.

what did our client say about it?

The new branding is fresh and exciting and has completely reinvigorated the scheme. Our colleagues now have a recognition scheme they can get involved with and be proud of.

Alex Whittingham, Communications Manager, UK