DS Smith

DS Smith is a leading provider of sustainable packaging solutions, paper products and recycling services worldwide.

Background and Challenge

As a leading provider of sustainable packaging solutions, paper products and recycling services worldwide, DS Smith has significantly grown in recent years to operate in more than 30 different countries employing over 30,000 employees.

Their vision is to be the leading supplier of sustainable packaging solutions. For instance, they can make, use, collect and recycle their corrugated products all in 14 days. DS Smith could either lead or be part of the problem, and they absolutely want to lead and be part of the solution. In essence, they wanted to effectively communicate how their entire offering closes the loop to what can otherwise be a wasteful and non-earth friendly process.

DS Smith came to Brandigo to create a brand story that effectively articulates how they are helping their customers respond to changing shopping habits with the design and manufacture of innovative, sustainable packaging solutions that our society needs. To create a brand positioning that inspires, is differentiated, and has an emotional connection, and capitalizes on their new purpose of Redefining Packaging for a Changing World.

This included the need to update their brand look and feel, and an overhaul of their brand standards.

From this, they also wanted to maximize engagement and unify employees worldwide by communicating their new purpose statement to get them excited and on board with the company’s new direction.

What we did?

To demonstrate that DS Smith is truly “Redefining Packaging for a Changing World” Brandigo created a new Brand Manifesto as the basis of their brand story to effectively articulate their brand differentiation and what they believe in.

Brandigo created a new visual, based on the shape of their logo icon, which became central to DS Smith’s brand visual identity: the D Icon Window of Opportunity.

Aligned with DS Smith’s purpose of “Redefining Packaging for a Changing World” the D Icon Window metaphorically represents seeing the changing world around us from a different perspective. The idea of asking DS Smith’s customers to think big with them to reimagine better solutions that will help drive their business and sustainability initiatives into the future.

A company’s new purpose is only effective if employees are on board with it. Not easy when much of your workforce is manufacturing-focused in large plants around the world.

In order to excite and inspire DS Smith’s global workforce with their purpose of “Redefining Packaging for a Changing World” and updated brand look, Brandigo created large celling banners, translated in over 15 languages, along with posters and pop-up banners to be displayed hanging from plant manufacturing ceilings, in office lobbies and hanging on walls throughout each location around the world.

Teasing the employees about the company’s new purpose helped to build anticipation for the company’s new direction.

And, putting names to employee faces and highlighting them along with inviting them to participate on what “Redefining Packaging for a Changing World” actually means to them personally further intensified employee engagement.

With Marketing personnel worldwide charged with having to bring this new look and purpose to life in all marketing initiatives and campaigns, Brandigo took DS Smith’s extensive 200-page Brand Guidelines and updated it including:

  • The new D-icon window’s purpose and usage
  • Updated imagery, with over 100 new images hand selected by Brandigo to best reflect DS Smith’s new brand
  • Advertising and campaign guidance, focusing on usage of the new D-icon window
  • Livery updates
  • And all other guidance for the outward articulation of DS Smith’s visual brand

A company’s new purpose is only effective if employees are on board with it. Not easy when much of your workforce is manufacturing-focused in large plants around the world. Teasing the employees about the company’s new purpose helped to build anticipation for the company’s new direction.

The Results

New Brand Manifesto
Innovative new VI
30,000+ plus employees engaged

 – New Brand Manifesto as the basis of the brand story to effectively articulate brand differentiation, values and purpose.

 – Internal employee engagement campaign targeting 30,000 employees in 30 different countries to create ‘buy-in’ for the new brand.

 – New visual, based on the shape of the logo icon, which became central to DS Smith’s brand visual identity.

 – Extensive 200-page Brand Guidelines updated and published to stakeholders.

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