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.
