How do you communicate company purpose to new employees?

By translating it into a clear format with personality that's easy to go through. For Coca-Cola, La fábrica de la felicidad was created: creative concept, name, visual identity and an interactive onboarding book, cheerful and very easy to understand.

What should a welcome manual or onboarding book include?

As well as the practical information, a concept that connects with the company's purpose, a recognisable name and a design consistent with the culture you want to convey. Making it interactive and easy to understand improves the odds of it being read and remembered.

Coca-ColaCase study

Coca-Cola, La fábrica de la felicidad: internal communications for onboarding

La fábrica de la felicidad (The Happiness Factory) is an internal communications project for Coca-Cola focused on employee onboarding. An interactive onboarding book, cheerful and very easy to understand, with its own concept, name and visual identity.

ClientCoca-Cola
Formatinternal communications campaign

Coca-Cola — Coca-Cola: La fábrica de la felicidad

The challenge

The goal was to strengthen employees' connection with the company's purpose and for that to show in their day-to-day work. It's one of the hardest challenges in internal communications: purpose tends to live in corporate presentations and on the website, far from the daily routine of the people who work there.

In a project like this, the challenge is to translate an abstract purpose into something that's understood, remembered and applied. And to do it at onboarding, when someone joins and is absorbing an enormous amount of new information. If the welcome material is dense or dull, the purpose gets lost among policies and org charts. If it's clear and has personality, it becomes the first real experience of the company's culture.

The idea

The answer was an interactive onboarding book, cheerful and very easy to understand. The project covered developing the creative concept, creating the name, La fábrica de la felicidad, designing the visual identity and designing the book itself.

It fits because the name condenses the idea to be conveyed into a few words: a concrete workplace, a factory, connected with an emotion the brand has always been associated with. The material's cheerful tone isn't decoration, it's consistent with the message: you can't talk about happiness in a grey document. And the interactive format turns the compulsory reading of day one into something people go through with interest, which improves the odds of the purpose genuinely reaching the person who has just joined.

What we did

Development of the creative concept
Creation of the name: La fábrica de la felicidad (The Happiness Factory)
Design of the visual identity
Design of an interactive onboarding book, cheerful and easy to understand

Key takeaways (expert view)

If you want your team to connect with your purpose, start with onboarding: give it a name, a tone and a format people actually want to go through.

A name that does the work

Naming the project La fábrica de la felicidad sums up the purpose in an image anyone can understand and remember. In internal communications, a good name is half the campaign: it gives people a way to refer to the initiative, creates identity and simplifies the message. For any brand, it's worth investing time in naming before production.

Tone is message too

Onboarding material that is cheerful and easy to understand communicates culture before anyone reads the first line. If you talk about purpose and emotion in a dense document, you contradict what you're saying. For companies in any sector, the lesson is to design onboarding in the tone you want your relationship with the team to have, not in the tone of a procedures manual.

Onboarding is the first event

An employee's welcome is their first real contact with the company's culture and, when well designed, an experience in its own right. Treating it as a communication piece with its own concept and design, rather than as an HR formality, is one of the most cost-effective investments in employer branding, because it reaches every person at their moment of greatest attention.

Services involved

→Communications agency for the events industry →Live campaigns →Experiential marketing