Verbal Identity Evolution
FEMSA
CHALLENGE
FEMSA, a global retail, beverage, and digital leader, faced a pivotal moment in its 130-year history. As it redefined strategy and corporate architecture, updating its verbal identity was critical, reflecting its evolution to a global powerhouse while maintaining its essence.
OBJECTIVES
The goal was to completely redefine FEMSA’s verbal identity to align with strategy and inspire newer generations, ensuring clarity, simplicity, and inspiration.
Collaborating closely with key departments at FEMSA, we set out to redefine the company's verbal identity, ensuring it met the strategic business requirements. Through stakeholder workshops, we fine-tuned identity elements to meet project goals for each department. Our efforts culminated in the creation of an inspiring video and a comprehensive communication plan, both designed to effectively introduce the new identity to diverse audience segments within FEMSA.
STRATEGY AND SOLUTION
After analyzing FEMSA’s global audience research, we crafted a narrative reflecting the essence of the new identity elements. Our video, "The Little Things that Make Life Great," featured personal contributions from FEMSA employees, consolidated into a compelling message. Additionally, a photo campaign at key global operations supported our communication efforts.
IMPLEMENTATION
RESULTS
The internal launch of the new identity platform was met with overwhelmingly positive adoption by FEMSA’s 350,000+ global employees.
Business units and executives quickly moved to integrate the new identity within their operations.
Externally, the launch video exceeded performance expectations across FEMSA’s communication channels by 250%, achieving unprecedented reach and engagement organically.
CLIENT IMPACT
The new identity platform has significantly enhanced FEMSA’s branding, aligning it with modern values and strategic goals while preserving its historical essence. The initiative has strengthened internal cohesion and reinforced FEMSA’s stature in the global market.
High-impact projects that span various functions within a large company like FEMSA require extensive collaboration. Understanding different departmental perspectives is crucial for advancing projects that affect the entire organization.
LESSONS LEARNED
"There was a lot of emotion in the room, and people left with goosebumps. Thank you for your resilience in driving this project to a successful outcome."
Project Leader
Strategic Planning, FEMSA
SERVICES PROVIDED
Creative Strategy
Research
Copywriting
Creative Direction
Art Direction
Work Session Facilitation
Graphic Design
External credits: Wolff, Video editing