Employer Branding

Holcim Spirit Campaign

Client: Holcim Romania. A company with a strong culture and ten clear guiding principles. The challenge was to make that culture visible, recognizable, and relevant, both inside and outside the organization.

The challenge: values are easy to write down. Much harder to make people see them in everyday behaviors. Holcim needed more than an internal campaign: it needed a communication system that could turn culture into something people actually experience.

The solution: Holcim Spirit, a long-term communication platform that brought the company's principles to life through characters, stories, and a distinctive visual identity. Over time, it grew into a full ecosystem:

Internal and external communication strategy
Holcim Spirit visual identity and mascot, the personification of Holcim's organizational culture
Creative print and digital visuals for the 10 Holcim principles, using both the mascot and real Holcim employees
10 Principles, One Story, a book built around real employee stories that show the Holcim principles in action
Holcim Voice, a YOO-produced video series featuring employees sharing what the Holcim Spirit principles mean to them
Inside Holcim, a video series supporting Holcim's Top Employer communication
Internal and external social media, content creation and platform management

The result: Holcim Spirit became more than a cultural framework. It became a visible communication platform with its own identity, stories, characters, and content, helping employees recognize the culture in everyday work and making it easier to communicate externally as part of the Holcim employer brand.

Project Team

Account Manager: Nelida Bărăgan

Creative Director: Gabriel Chițu

Strategy Consultant: Raluca Păun

Art Director: Silvia Furnea

Copywriter: Gabriel Chițu

Book Author: Cati Lupașcu

Interviewer: Marina Marcu

Photographer: Cosmin Moței

Video Producer: Călin Cociș

Internal Social Media: Irina Zibrițchi

External Social Media: Oxana Dîngă