Co-creating purpose with the people who live it

To shape a new purpose and set of values that truly reflected its people, the organisation invited over 3,000 voices into the process. Using a digital crowdsourcing platform to co-design and build ownership from the start.

The result was more than a statement. It was a movement. A creative activation themed “Purpose & Values at Play”, launched it enterprise wide. Teams explored the new language through interactive experiences and custom-designed playing cards — turning strategy into something felt, not just read.