Berg hind joseph_credentials

Home

About us

How we work

Case studies

Client testimonials

Contact

BergHind Joseph
client portfolio
9

We believe that:
- every communication challenge is
a success story waiting to happen
if you approach it in the right way
- better design builds deeper connections
between people, businesses and brands.

Branding | Employee engagement | Internal communications | Business communications

© BergHind Joseph Ltd. All rights reserved.

www.berghindjoseph.com

+44 (0) 20 7407 7788

Home

About us

How we work

Case studies

Client testimonials

Contact

BergHind Joseph
client portfolio
A bit about us
BergHind Joseph is a creative communication agency which
has been developing strategic brand, employee engagement and
business communication solutions for our clients for over 10
years. Our clients work with us because whatever the challenge,
we develop solutions that surpass expectations and deliver
optimum results. We are delighted to present this showcase of
some of our work and hope that you will find it to be of interest.
We pride ourselves with working with
some of the largest and best companies
in the world.

We operate around the world

We develop employee engagement, branding
and business communication solutions

Summary of offer
Using research, strategic thinking and design across all
digital, print and experiential media, we work hard to find
out about your challenge and develop effective and integrated
communication solutions. We are not a communications agency
that has fixed answers. Whatever the challenge, our team of
specialists work together with you to deliver joined-up solutions
that take advantage of BergHind Joseph’s extensive range of skills
and experience. And by developing a strong partnership with
you the impact of our solution is significantly increased,
which makes what we do so effective.

Meet the senior
members of our team

£multibillion turnover businesses

© BergHind Joseph Ltd. All rights reserved. www.berghindjoseph.com

+44 (0) 20 7407 7788

1

2

Home

About us

How we work

Case studies

Client testimonials

Contact

Senior members
of our team

Ian Brownhill
Co-founder and CEO
Ian’s work career has really focused
on three key areas: research, strategy
and business management. He has
held senior management positions in
London Transport Buses, Which? and
The Prince’s Charities Group, before
joining BergHind Joseph (which he
set up with Michael Hirschl and Smith
Joseph in 2003) in September 2008.

Michael Hirschl
Director of Creative Delivery

Siobhan Hammond
Managing Director and Senior
Consultant
Siobhan has worked for over
16 years in employee engagement
roles both agency and client side and
is passionate about helping companies
improve their overall performance and
productivity through their people.

As Managing Director Siobhan runs
the company on a day to day basis.
As CEO Ian sets the strategic direction
She is also a senior consultant, offering
for the business and develops strong
strategic advice and working in
and constructive working relationships collaboration with clients to deliver
with a range of important stakeholders. creative, quality solutions that help
clients achieve their business goals
and targets.
Clients Siobhan has worked with
include BP, Heathrow and Gatwick
Airport, Metropolitan Police Force,
Syngenta, GSK, eBay and AMEX.

Smith Joseph
Director of Creative Exploration

Elspeth McCreadie
Client Director

Michael has over 20 years’ design
and communication experience. He
is a Co-founder of BergHind Joseph
and has a wealth of experience in
creative design across internal and
external communication programmes,
branding, packaging and advertising.
Michael manages the creative team
and ensures that the best creative
solution is put in place and delivered to
the highest standard and quality.

Smith has 30 years’ experience in the
world of creative communication. He
started his career designing record
sleeves but has since worked in all
areas of design. This has resulted in him
delivering a diverse range of creative
solutions for some of the world’s best
known brands including Avis, Ernst &
Young, Honda, McKinsey, Debenhams,
HSBC, Tate & Lyle, BP, QinetiQ and
Telewest…to name but a few!

Elspeth has over 10 years’ experience
working with clients to help them
deliver the best possible solutions.
She works with clients to ensure their
projects are delivered within time and
budget to the very highest standards
and loves the challenge of working
to multiple deadlines whilst juggling
projects of all shapes and sizes.

Over the years Michael has worked
with many clients including BP, Zurich
Insurance Group, GSK, Vendome
Luxury Group, Syngenta, Tate & Lyle,
NatCen Social Research, World Trade
Organisation, the European Crop
Protection Association and Unilever
to name a few.

Smith’s role at BergHind Joseph is to
build an appetite for new, innovative
and fresh approaches to solving
communication problems within the
creative team. He achieves this in a
variety of ways, but it’s primarily fuelled
by pushing visionary ideas to give
clients a competitive edge.

+44 (0) 20 7407 7788

Elspeth has worked on numerous
communication campaigns including
BAA, Orange, BP, GSK, Syngenta,
GDF SUEZ, Tate & Lyle and Marks
and Spencer.

3

Home

About us

How we work

Case studies

Client testimonials

Contact

How we work
Research is at the heart of everything we do. It
helps us to understand your world better and to
put your corporate story into context. For us, it is
essential to truly creative communication.
The advice we offer clients extends far beyond
design, because we set no limits on our creative
thinking. Our aim is always the same - to suggest
the right interventions and channels to use, to
effectively engage with your audiences in order
to deliver tangible results.
Great design changes minds. It makes people
feel and behave differently towards your
business. Our definition of great design is simple:
clarity of purpose, understanding of audience
and brilliance in execution.

1. Explore

2. Discover

3. Design

1. Explore
During this stage, through
research and analysis, we get
to grips with the business
challenge, to ensure we put the
best solution for the business
in place.

2. Discover
During this stage, we define
the strategy and plan, look at
the segmentation of different
audiences and scope the
messaging. We will look at the
best means of communication
for the audience, develop a
look and feel and put in place
measurement criteria to ensure
we can assess the success
of the delivered project and
benchmark improvements over
time.

3. Design
In this stage, the look and
feel will be finalised and the
design applied to the agreed
deliverables. This is where all
materials are completed and
ready for distribution to the
different audiences.

We define the scope of the
project and outline how it will
be delivered, and when. We
create a project schedule and a
clear cost breakdown. We’ll also
define roles and responsibilities
and agree the regularity of
communication on
the project.

4. Deliver

Audiences we’ve
worked with

5. Embed

4. Deliver
This is the point in the project
where the communications
we’ve scoped will be rolled out
to the different audiences with
the aim of creating impact,
increasing awareness and
understanding and influencing
behaviour.


Our services

5. Embed
This stage is where we work with
our clients to review business
process and practice to support
improved ways of working and
achieve irreversible change.
We also measure the success
through the criteria put in place
during the ‘Discover’ stage
and hold post-project review
meetings to capture learnings.

+44 (0) 20 7407 7788

4

Home

About us

How we work

Case studies

Client testimonials

Contact

Our services

Our communication consultants and creative team can offer everything including:
Branding
-
-
-
-
-
-
-
-
-
-
-
-

-
-

Communication audits
Internal and external workshops and research
Brand strategy and architecture
Name development
Brand positioning and values
Corporate tone of voice development
Brand identity and guidelines
Photographic style and image library
Writing corporate stories and business stories
Brand templates
Employer brand
Brand engagement, including launch
planning and collateral
On-going Brand support
Development of integrated sub-brands

Employee engagement /
internal communication
- Employee engagement workshops
and research
- Employee engagement strategies
and communication plans
- Engagement campaigns, covering issues
such as:
- Strategy, vision and values
- Change and transformation
- Culture and leadership
- Risk, compliance and information security
- Health, safety and quality
- Recruitment and on-boarding
- Reward and recognition
- Awards programmes
- Train the trainer activities
- Arranging translations (our biggest
translation job to date involved
22 languages!)


+44 (0) 20 7407 7788

Business communication
- Marketing communication strategy
- Marketing collateral
- Shareholder communications
- Corporate websites and microsites
- Corporate videos
- Experiential design
- Infographics
- Magazines and e-newsletters

Audiences we’ve
worked with

How we work

5

Home

About us

How we work

Case studies

Client testimonials

Contact

And we’ve worked with the
following audience groups:
- Board members and senior executives
- Managers
- Employees
- Potential recruits
- New recruits
- Engineers
- Scientists
- Technicians
- Operational staff
- Corporate functions (HR, IT, Investor
Relations, Finance, Procurement etc.)

- Sales and Marketing
- Seafarers
- Energy field workers
- Regulators and Ombudsmen
- Politicians and Policy makers
- Funding bodies
- Intergovernmental organisations
- Shareholders
- Exhibition and conference attendees
- Professional Services (Legal, Consultancy,
Financial Services)


+44 (0) 20 7407 7788

- Students
- Post graduates
- Customers (both B2C and B2B)
- Suppliers of goods and services
- General Public

Our services

In the public, private and voluntary sectors

How we work

6

Home

About us

How we work

Case studies

Client testimonials

Contact

Case studies
We are passionate about helping companies
improve their overall performance and
productivity through their brand and their
people. We work with our clients to devise
solutions that are 100% right for their needs and
ambitions and build the right environment to
help people perform and be the best
they can be.

The case studies included here are:
Project

Page

Syngenta

Global Awards

8

Syngenta

Security engagement programme

10

Tate & Lyle

Engaging workforce in renewed company values

12

GDF SUEZ

Embedding a strong QHSE culture

14

BP

Enhancing pride in HSSE

16

Zurich Insurance Group

Using video to engage a global workforce

18

Diamond Trading Company

Generating brand engagement

20

SBM Offshore

Complete brand refresh

22

Thenamaris

Rejuvenating an established brand

24

Syngenta

Ensuring a brand is applied consistently

26

NatCen

Moving a long-established publication online

28

ECPA

Repositioning a lobby group

30

Parliamentary and Health Service Ombudsman

Creating a new identity post-merger

32

World Trade Organisation

Enhancing public understanding

34

Blueprint

Securing enhanced market share

36


The following case studies showcase the ways
in which we’ve helped a range of businesses
address employee engagement and
branding challenges.

Company

Updating a global website

38


+44 (0) 20 7407 7788

7

Home

About us

How we work

Case studies

Client testimonials

Contact

Syngenta awards

Making every employee
an innovator
Read case study

Syngenta Awards 2010
Innovation. Intensity. Health. Performance.

“We need more companies
like Syngenta who
help local communities.”
Cristina Nobuko Kimura, community assistant, Brazil

, Brazil, *
Sao Paulo
tion team from
the community.
Our Crop Protec
rs to benefit
with partne
who worked

Share your story now
http://syngenta.intra/awards
Closing date: July 20, 2010

The number of Brazilian farm workers using
Personal Protective Equipment (PPE) was
too low. Our team decided to take a lead in
addressing this important issue and worked
with over 100 distributors to make PPE more
affordable. Profits of more than US$ 375,000
from increased PPE sales were donated to over
140 local charities. We are proud to have helped
farm workers stay safe and to have made a
valuable contribution to the community.

*Our work matters

BHJ130_SYN_Awards_Poster_A1_AW_V18.indd 3

27/04/2010 17:15





“Getting more out of
our land has made a real
difference to my family.”

“Now I can be confident
that I won’t lose my crop
to resistant weeds.”

Yang Xue Quan, vegetable grower, China

focused
China, who cts.*
in Yunnan,
produ
Our Sales team e growers with our
remot
on reaching




+44 (0) 20 7407 7788

Paul Talley, corn farmer, USA

Reaching growers in the hilly Yunnan
province was challenging. But we were
determined to find a way. We completely
re-designed our go-to-market strategy,
established new partnerships to increase
access to our products, and trained
100,000 growers in better agricultural
practices. By focusing our passion and
energy, Yunnan’s growers are now
enjoying the benefits of better yields.

s team from
logy and Project idea.*
es of our Techno
breakthrough
Representativ
delivered a
USA, which
Greensboro,


*Our work matters

27/04/2010 17:14


Glyphosate-resistant weeds are a major threat
for farmers and can reduce yields significantly.
Despite technical challenges, we were
determined to find a solution. After five years
of hard work, our creativity and tenacity paid
off with a chemical breakthrough that combined
three active ingredients into a one-of-a-kind
product. By using Halex® GT, corn growers can
now protect their crop from resistant weeds
in a single application.

*Our work matters

27/04/2010 17:14

8

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Syngenta awards

Making every employee
an innovator
The brief
Syngenta’s awards programme is a cornerstone
of its global employee engagement strategy and
aims to make innovators of every employee by
recognising and rewarding their great work.
Our task was to create a campaign that would
encourage even more of Syngenta’s 27,000
employees worldwide to enter their projects. Our
challenge was to make the Awards programme
stand out among other internal initiatives and to
tap into the enthusiasm of the people who work
for the world’s leading agribusiness.
Our solution
To mobilise employees, the awards needed
to appeal on an emotional level. So, the
approach we recommended was to connect
employees with the beneficiaries of their work;
reminding them that wherever they worked in
the world, or whatever they did for Syngenta
their work has such a positive impact in and
outside of the business. This concept was then
executed through a global photographic shoot
(four location shoots with genuine Syngenta
customers and employees in Kenya, Brazil, the
USA and China were all shot simultaneously) and
clever design, ensuring that we created a set of
eye catching communication materials that really
captured the spirit of Syngenta and resonated
with the internal audience.

Once the entries were in, we then worked
with Syngenta to deliver a memorable awards
ceremony and ensured the dissemination of
learning to 27,000 employees in 90 different
countries by creating a library of digital and
printed materials.
The result
Our solution helped to attract over 1,100 entries
from 10,000 employees, which was 15% higher
than the previous awards. This set a new record
for the company awards programme, which has
resulted in us promoting and supporting the
awards ever since.
The Syngenta Awards have been a great
success. We never believed we would get
so many entries. This proves the campaign
was not just a beautiful design but also
highly effective! Thanks for all your work
and support in launching a successful
program!”

What we delivered
• Communication plan
• Integrated sub-brand design
development and execution
• Global internal awards campaign
(launch through to celebration
and dissemination of learning)
• Photographic style and image library
• On-going brand support
• Microsite
• Experiential design and collateral
• Magazine
• Translations

Sven Fritzsche
Global Internal Communications Manager,
Syngenta International AG


+44 (0) 20 7407 7788

9

Home

About us

How we work

Case studies

Client testimonials

Contact

Syngenta security

Creating awareness and driving
action around security
Read case study

AWARENESS OF OUR ACTIONS

THE SECURITY FUTURE

Protecting key assets on site
Understanding how and why our key assets
may be at risk will help us develop better
ways of securing them.

This landscape illustrates what the future of Syngenta’s
security business will look like if we all play our part
in putting security issues front of mind. The security
examples highlighted show the positive outcome
of tackling specific security risks in the right way.

the toolkit

PREPARED IN ADVANCE
Staying safe while travelling
We need a culture in which people consider
the risks before they travel rather than
waiting to react to circumstances.

5

UNDERSTANDING THE IMPACT
Counterfeiting and illicit trade
By taking collective action against those
responsible, we can increase and sustain
our market share, and build customer
confidence.

PRIORITIZING OUR SAFETY
Street crime and workplace violence

When our human, physical and digital resources are
properly protected, they perform at their best.

By teaching people how to recognize
danger, we can help them to avoid it.

CERTAINTY IN
OUR FUTURE

KNOWLEDGE OF THE RISKS

ANTICIPATE THE THREATS
Finished product warehouse and truck theft
Once we realize what makes our products attractive
to criminals, we can think of ways to stay one step
ahead of them.

Increased performance
and better opportunities

Information leakage
Be aware of the risks and protect our
Intellectual Property when working
with classified information.

Managing security risks and
anticipating threats will free us
to concentrate with confidence
on our business ambitions.

6

Classification: INTERNAL USE ONLY

he following items:
!
SAFEGUARDING OUR WORK

Site protest (activism)

In order to take the right measures to protect
our assets, we need to understand the risks.

To respond professionally to any protest,
we need to understand the motivation and
tactical thinking that lies behind it.

Security scenario landscape
Page 7

Contents of the toolkit

Security scenario game

5



PRODUCTS

INFORMATION

PRODUCTS

INFORMATION

ASSETS

PEOPLE

PRODUCTS

INFORMATION

ASSETS

PEOPLE

PRODUCTS

INFORMATION

ASSETS

Consequences
Site disruption may result in use of force to
CONFIDENCE
clear site and cause problems both for business IN OUR RESPONSE
Site security
the
measures
continuity and the company’s reputation. In order to takeneedrightunderstand to protect
our assets, we
to
the risks.

PEOPLE


To protect our Intellectual Property,
we take care to appropriately classify
and handle our information.


ASSETS

INFORMATION

PRODUCTS

PEOPLE


Each team selects a score card so they can calculate the OUR SAFETY game
PRIORITIZING Winning the
number of points they earn as the game progresses. crime andThe team violence highest points wins.
Street
workplace with the

By keeping potential risks front of mind, we can
make sure we’re secure before they even arise.

PEOPLE

ASSETS

14

INFORMATION

PRODUCTS



PRODUCTS

ASSETS

INFORMATION

PEOPLE

ASSETS

INFORMATION

CERTAINTY IN
OUR FUTURE
PRODUCTS

Security workshop PowerPoint
Page 11

Total

16

Information leakage

Card

10

On-site protest or
st or invasion
site


Card

9

te prote
ion
On-si
invas
site

Scena

The Security Story

If Team 1 answers correctly, they are awarded points
and capture them on the scorecard.

Card

ard
1

Card

Team 2 then goes ahead and takes a scenario card
to discuss and answer. The game continues until
all the cards are used.

Card


How do we cope in places where shortage of resources
or social unrest create instability?

PEOPLE

PEOPLE

11


Scenario
You reach your site/office at 8 a.m. to find that
protestors representing a group of local people
with a grudge against the business are blocking
your way on to the site. They’ve brought the
media with them, and they won’t let you pass
until you have spoken to the journalists.

16

Total

10

Card

6

Card

7

Card

8

Card

9

ION

PEOPLE

ASSETS

PEOPLE

ASSETS
INFORMATION

PRODUCTS

PEOPLE

ASSETS

INFORMAT
S
PRODUCT

PEOPLE

ASSETS

By keeping potential risks front of mind, we can
make sure we’re secure before they even arise.

PRODUCT

14

PEOPLE

PRODUCTS

ASSETS

INFORMATION

PEOPLE

ASSETS

INFORMATION

PRODUCTS

Syngenta Security | Facilitators’ Guide | Classification: INTERNAL USE ONLY

Scenario scorecard (visual above)
(Appendix 2)

Syngenta Security
Managers’ Toolkit


Syngenta Security | Facilitators’ Guide | Classification: INTERNAL USE ONLY

!

Risk
Activists or other members of the local
community invade site to hold protest.

On-site protest or
site invasion

CONFIDENCE IN OUR RESPONSE

ENSURING OUR INTEGRITY

Information theft

Site security





Responses
1. Proactively engaging with local community/
authority and regularly scanning local media
to understand any protestors’ agenda will
help you anticipate any risk of invasion.
2. Knowing who to contact before the issue
arises (e.g. public affairs, security) will
increase your ability to deal with the situation
more effectively.

1. Proactively engaging with
local community/authority and
regularly scanning local media
to understand any protestors’
agenda will help you anticipate
any risk of invasion.

Supporting materials

ASSETS

INFORMATION

PRODUCTS

or

ION
INFORMAT
S

Team
ASSETS

INFORMATION

PRODUCTS


2

scorec

protest.

rio

membershold
to
Risk
or other site
invade
Activists
community

respond to the scenario.

3

Card

4

Card

5

Card

6

Card

7

Card

8

You reach your site/office at 8 a.m.
that
to find
to find that protestors representing a
people
a.m.
at 8
local people with a grudge
of are
groupof local blocking
site/office group
ga
Scenario your
are blocking
againstbrought the
reach representin the businessthe business
pass
You
against your way on to the site. They’ve
They’ve let you
.
protestors
site.
won’t
a grudgeto the
and
they journalists
with
on
and brought the media with them,
way
to the
your with them,
spokenthey won’t let you pass until you
media
have
you
local
have spoken to the journalists.
until
of the

Playing the game:
The team with the player whose birthday is next goes
first. Pick a card from the pack and read out the scenario.
five minutes to explain how they would
Running time
If they don’t gain the maximum
the opportunity to respond
Can vary to fit time available
(30 minutes to 60 minutes)

They have

points the other team has
and gain extra points.
ahead of them.


INFORMATION

PRODUCTS


PEOPLE

PEOPLE


Security scenario game
Page 10

are
group
site/of
your enting a business
t the
Scena
reach
e brough pass
t the
You tors repres
agains
They’v let you
protes grudge the site.
won’t
a
they journalists.
with
on to
and
the
way
n to
your with them,
spoke
media
have
you
the local
until
t.
ers of
memb hold protes
Risk ts or other site to
Activis unity invade
comm

Card

How do we cope in places where shortage of resources
or social unrest create instability?


Information theft

Set up:
You can play with four or more people. Split the group
into two teams and divide the scenario cards between
the teams. Divide the pack in half and check that the
participants and facilitators cards are in the same order,
so you have the right scenario card to hand.

5


11



ASSETS

The Security Story

Card

By taking Knowing who to contact before against those
2. collective action
the issue arises (e.g. public
affairs, we can increase and sustain
security) will increase your
responsible, to deal with the situation
ability
more effectively.
confidence.


that
to find
people
a.m.
at 8
local people with a grudge
of are
groupof local blocking
site/office group
ga
Scenario your
are blocking
againstbrought the
reach representin the businessthe business
pass
You
against your way on to the site. They’ve
They’ve let you
protestors
site.
won’t
a grudgeto the
and
they journalists.
with
on
and brought the media with them,
way
to the
your with them,
spokenthey won’t let you pass until you
media
have
local
you
until
of the
membershold protest.
to
Risk
or other site
invade
Activists
community

4

Site security


te prote
on
On-si
invasi
site

Card

!


Information theft


3



ahead of them.

Card


CERTAINTY IN
OUR FUTURE

Responses
and
1. Proactively engaging with Managing security risksfree us
local community/
anticipating threats will
authority and regularly scanning local media
to understand any protestors’ agenda will
help you anticipate any risk of invasion.
2. Knowing who to contact before the issue
arises (e.g. public affairs, security) will
increase your ability to deal with the situation
more effectively.

rd


Information leakage


2


PREPARED IN ADVANCE

On-site protest or
site invasion


confidence.
Risk
Activists or other members of the local
community invade site to hold protest.

Card


This landscape illustrates
the
Syngenta’s
Scenario business will lookwhatif wefuture ofour part
security
like
all play
Youin puttingyour site/office atof mind. The security
reach security issues front 8 a.m. to find that
examples highlighted show group of local people
protestors representing a the positive outcome
with a grudge against the business are blocking
your way on to the site. They’ve brought the
media with them, and they won’tUNDERSTANDING THE IMPACT
let you pass
Counterfeiting
until you have spoken to the journalists.and illicit tradethose
By taking collective action against

regularly scanning local media
to understand any protestors’
agenda will help you anticipate
any risk of invasion.

reca

or

1. Proactively engaging with
local community/authority and

a grudge
or
t group of local people with
blocking
protes against the business areThey’ve
on to the site.
On-site sion your waythe media with them, and
brought
inva
that
site
to find let you
they won’tpeople pass until you
8 a.m. local
ng
fice at
spoken to the journalists.
blocki
haveof
rio

o sco


!

group of local people with a grudge
against the business are blocking
your way on to the site. They’ve
brought the media with them, and
On-site protest
they won’t let you pass until you
site invasion


ahead of them.


On-site protest or
site invasion

On-site protest or
site invasion

nari

On-site protest or
site invasion
THE SECURITY FUTURE

On-site protest or
site invasion




CERTAINTY IN
OUR FUTURE

Points
Points should be awarded at your discretion.
We recommend awarding five points for each response
the team considers. On the facilitators’ cards there are
three responses. If the team get all three then they will
be awarded 15 points. If they consider another response
that you believe is viable, award points accordingly.
Points can also be given to the opposing team if they
add a response that the other team didn’t consider.

1

On-site protest or
st or invasion
site


PREPARED IN ADVANCE

By taking collective action against those
confidence.


1

Object
To be the team to gain the most amount of points


Card


Sce

PREPARED IN ADVANCE

in putting security issues front ofPage 9 The security
mind.

Team

security business will
we all play our part
Security scenario landscape look like if Security scenario card pack
Page 7


group of local people with a grudge
against the business are blocking
your way on to the site. They’ve
brought the media with them, and
On-site protest
they won’t let you pass until you
site invasion

How to play


Syngenta Security story (video)

Information leakage

3

On-site protest or
site invasion


Page 6


11


THE SECURITY FUTURE
The toolkit contains the following items:

security business will look like if we all play our part
in putting security issues front of mind. The security

Security scenario card pack

Page 9


THE SECURITY FUTURE

Ever evolving challenges demand fresh response. And
that involves all of us, individually and as team
members.


Site security


(video)


Information theft

2. Knowing who to contact before
the issue arises (e.g. public
PRODUCTS
affairs, security) will increaseINFORMATION
your
ability to deal with the situation
more effectively.

PRODUCTS

INFORMATION

ASSETS

PEOPLE

PRODUCTS

INFORMATION

ASSETS

PEOPLE


Consequences
Site disruption may result in use of force to
clear site and cause problems both for business
continuity and the company’s reputation.

ASSETS

PEOPLE

ASSETS

PEOPLE



+44 (0) 20 7407 7788

PRODUCTS


INFORMATION


We need to anticipate the threats. What do we do when
faced by a growing illegal economy?

10

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Syngenta security

Creating awareness and driving
action around security
The brief
In an increasingly volatile world, all businesses
need to transform the way in which they think
about security as ever evolving challenges
demand fresh responses. And that involves all of
the company’s employees, individually and
as team members.
This was the challenge that Syngenta, a
world-leading agri-business with more than
27,000 employees in 90 countries, was facing as
security of their people, products, information
and assets is critical to sustaining and growing
their business.
The Security team had to raise their profile
within the business and drive a radical shift in
attitude towards security. Their ambition was
to build understanding around key security
risks in the business, and encourage a proactive
conversation around it. In doing so, employees
would be able to recognise their personal
responsibility and accountability towards
Security. They turned to us to help them
to realise these ambitions.
Our solution
We delivered a strategic planning workshop
with the Security leadership team to ensure the
leaders had a cohesive story that they could
share as well as clarity on the role they had
to play in helping change people’s behaviour
towards security.

The first step in creating the communication
strategy was to conduct interviews with key
stakeholders across the different regions and
countries so we could fully understand the
current landscape and levels of awareness
and understanding.
We worked collaboratively with Security
representatives that acted as ambassadors on the
ground for the wider engagement and advocacy
we wanted to instil across Syngenta. Together
we worked on building a compelling narrative
that provided a consistent, joined up story and
call to action, using an engaging and positive
tone of voice. We developed a toolkit that
helped bring the narrative to life through a short
animated film, a visual roadmap that highlighted
the key security risks and a game that helped
stimulate debate around real life security
scenarios and how they should be tackled.
The result
The leadership team have repositioned
themselves as change leaders across the business
and are actively rolling out the toolkit to help
employees understand the key security risks the
business faces – no matter what their function or
role within the business. As a result the business
is starting to see a more proactive approach
to security and the level of risk across specific
countries has reduced.


+44 (0) 20 7407 7788

BergHind Joseph has played a pivotal
role in raising the profile of the
Corporate Security function and its role
within Syngenta. They demonstrated
an active understanding of the Security
challenges we were facing and related
it back to the overarching Security
strategy. The results have helped to
educate people about the importance
of security and resulted in a change
of mind-set and behaviour across the
business. They not only pushed the
creative boundaries but really helped
us come up with solutions that are
delivering strong results.”

What we delivered

Laurent Giezendanner
Head of Corporate Security, Syngenta AG

• Written corporate ‘security’ story

• Employee engagement workshops
and research
• Strategy and communication plan
• Coaching and advising the
leadership team
• Global risk, compliance and information
security campaign

• Train the trainer activities
• Microsite
• Videos

11

Home

About us

How we work

Case studies

Client testimonials

Contact

Tate & Lyle values

Join the conversation!
We want to know what our values
mean for you and your work.



Just fill in a value card, or visit the new
‘Our Values’ area on TaLnet – where
you’ll also find lots of inspiring stories
from colleagues around the world.



Elizabeth James, London

Salma Siraj, Decatur

Engaging employees with
a new set of values

Ryan Busch, Decatur

1

Homepage

Read case study

Tate & Lyle Values microsite | Design Development V3 | 26 August 2011 |

Safety | Integrity | Respect | Accountability | Achievement

© 2011 BergHind Joseph Ltd

Creativity

Speed | Teamwork

Safety

Integrity | Respect | Accountability | Achievement | Creativity | Speed | Teamwork



+44 (0) 20 7407 7788

12

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Tate & Lyle values

Engaging employees with
a new set of values

What we delivered
• Employee engagement
workshops support

The brief
With a heritage dating from the 1870s, Tate & Lyle
is one of the most prominent brands in British
corporate history. Originally a sugar refiner,
the company now makes a wide range of highquality ingredients used in products enjoyed
by millions of people every day. Following
the appointment of a new CEO, Tate & Lyle
conducted a review of their core business values
to reflect the businesses new direction and to
support its ambition to be a solid
FTSE 100 company.
Whilst senior management understood
the reasons for revising these values it was
imperative that each of Tate & Lyle’s 6,000
employees knew about and understood them
too – something that couldn’t be fulfilled by
simply ‘telling’ them about it.
For the values to really deliver, employees had
to feel included in their arrival, inspired by what
they stood for, and realise how they related
to the work they did for the business and its
strategic direction.
Our solution
With eight values, five of which were new to the
business, and a global workforce, which spans
production lines, research centres and corporate
support functions, we needed to ensure we
reached every employee in a way that resonated
with the individual - no matter what their
language or role in the business.

To achieve this engagement we supported
27 focus groups around the world. Facilitated
by ‘values champions’ these groups provided
employees with a platform to discuss the values
and their meaning. This enabled employees to
feel part of the businesses new direction and
demonstrated that their opinions really
were important.
Alongside the focus groups, a number of tactical
activities were rolled out to encourage further
participation and conversation. This included
a poster campaign, a dedicated intranet, and
postcard drop boxes where employees could
share their opinions on the values and where
values champions could share these ideas on the
intranet microsite and dedicated ‘values walls’
located in offices around the world.
Our initial work provided integral information
about how the values were perceived and the
behaviours employees associated to them.
Armed with this insight it enabled us to bring
the values to life in a way that resonated
with its audience.
We also developed a values handbook which
supported the company’s appraisal system by
helping to embed the values and encouraged
employees to discuss and demonstrate how
they were bringing them to life in their day
to day role.


The result
For Tate & Lyle’s new values to be a success it
was imperative that employees felt part of the
conversation around the future direction of
the business. Our approach and solutions have
ensured that the values have begun to embed
themselves within the business and that they
play an integral role in the future of Tate & Lyle.


This level of engagement, combined with
mechanisms created for embedding the
values has resulted in improved operations
with customers, suppliers, investors and
the community – resulting in a significant
improvement in business results already.
The values work contributed to a 14% increase
in operating profit in the year after the
programme was launched.


Our work on the Tate & Lyle’s Values project was
selected as one of the finalists for ‘Best Internal
Audience Campaign’ in the 2013 B2B Marketing
Awards - an awards programme designed to
recognise excellence in B2B marketing.

• Global values and culture change
management campaign
• Corporate and business stories

• Train the trainer activities
• Integrated HR solutions
• Microsite
• Videos
• Translations

The BergHind Joseph team made a significant contribution to the overall success of
Tate & Lyle’s values project, which saw the revised company values come alive across
our global business. Working closely with Tate & Lyle’s HR team they created an inspiring
and striking multilingual communication campaign which resonated with our 4,000
strong workforce. This not only ensured that every employee had visibility of the values,
but that they also had the opportunity to become actively involved in their implementation.
This has really helped to cultivate a culture based around our values, and has subsequently
improved performance.”
Rob Luijten, Executive Vice President, Human Resources

+44 (0) 20 7407 7788

13

Home

About us

How we work

Case studies

Client testimonials

Contact

GDF SUEZ

Creating a responsible
working culture
Read case study

i-care is coming...
We’ve
launched
i-care.
Because a strong
QHSE performance
is no accident.
That’s why we’ve launched i-care,
a campaign to make everyone more
aware and responsible for health, safety,
security and the environment. These
affect everyone – and everyone has
a part to play in preventing accidents,
and creating a better place to work.
Bring us your ideas and keep a look
out for hazards and, together, we’ll
make accidents, near misses and
unsatisfactory conditions a thing
of the past.
Looking after each other
begins with i-care.

BECAUSE
THERE’S NO
SUCH THING
AS A HAPPY
ACCIDENT
One accident a year is one too many in our eyes.
That’s why we’ll shortly be rolling out i-care, a campaign
to make everyone aware and responsible for health,
safety, security and the environment. Add your ideas and
observations to the campaign and together we’ll make
accidents, near misses and unsatisfactory conditions
a thing of the past. Look out for i-care – and help us
look after each other.

BHJ312_GDF_portal_comms_posters_AW_V1.indd 1


+44 (0) 20 7407 7788

29/03/2012 17:07

14

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

GDF SUEZ

Creating a responsible
working culture
The brief
GDF SUEZ is one of the largest energy companies
in the world and has operations that span right
across the value chain.
Its breadth of work means quality, health,
safety and the environment (QHSE) are of great
importance to the business and need to be
carefully managed.
GDF SUEZ wanted to embed a strong QHSE
culture. But for this to happen perceptions about
QHSE had to change and everyone needed to
be on board with what it meant to them and the
company.
To engage employees with the idea of QHSE an
internal competition was run to initially create a
name for it: i-care was born. Then, working with
the communication and QHSE team we were
asked to bring the i-care brand to life.
Our solution
Our starting point was to understand GDF SUEZ’s
wider ambitions and strategy for QHSE. Armed
with this information we were asked to develop
an identity that represented each area of QHSE
whilst also working in-situ with the existing
GDF SUEZ brand.

Creating awareness of the portal was achieved
via online promotions and offline visual cues
- including a series of posters that built and
sustained awareness; desk calendars which
presented informative QHSE messages; and
branded i-care first aid kits.
As i-care gained momentum in GDF SUEZ UK,
we looked to innovatively sustain engagement
with it. As winter approached, we devised a
communication programme that supported
“be safe, be seen”: a campaign that reminded
employees to act safely in the darker months.
This message was shared through desk calendars,
striking office posters, and a ‘high-visibility
pack’ (given to every UK based employee) which
included reflective strips, rucksacks and bibs.

The i-care brand identity and campaigns
BergHind Joseph created have shown a
clear understanding of GDF SUEZ UK’s
needs and ambitions and have really
broken the mould for communicating
QHSE related topics.

What we delivered

Ultimately BergHind Joseph’s work has
resulted in a greater level of engagement
with i-care from both employees and
stakeholders - something that we are
all very proud of.”

• Health, safety and quality campaign



Steve Thomson
QHSE Manager, GDF SUEZ EP UK

The result
GDF SUEZ’s focus on QHSE is on-going, and
we continue to work with them to make their
ambitions a reality. That said, i-care is already a
success in terms of raising the profile of QHSE,
engaging employees with its message and
encouraging them to take action to improve it.

The i-care brand identity was unveiled on a
dedicated intranet portal where employees
could report QHSE related issues and share
ideas on the subject.

+44 (0) 20 7407 7788

15

Home

About us

How we work

Case studies

Client testimonials

Contact

BP

Putting the Health and Safety
team centre stage at BP
Read case study


+44 (0) 20 7407 7788

16

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

BP

Putting the Health and Safety
team centre stage at BP
The brief
Few responses to the question “So what do
you do?” have the power to end conversations
like “I work in Health and Safety”. But given the
importance of HSE, it should not be this way.
Changing this ‘dull’ perception was the challenge
we faced for BP’s dedicated Health, Safety,
Security and Environment (HSSE) professionals.
Our task was to help the 4,000 strong,
internationally based team feel a greater
sense of pride in the importance of the team’s
role, and to raise its profile internally.
Our solution
Often, the way we say things is as important as
what we say. To begin changing perceptions of
Health and Safety, we developed an ‘elevator
pitch’ concept. We filmed eight HSSE team
members from multiple angles in an elevator. As
each person moved between floors, we asked
them to explain – in just two minutes – why their
role was important.
The edited film was shown at a global BP
conference in London where HSSE leaders
presented their work to other senior managers.
A new sub-brand system we’d specifically
created for the HSSE team was also launched at
the conference. The dots on our fresh, flexible,
matrix design merged to symbolize people
connecting – an important message for a team
that is spread across the globe. Conference
attendees were also given a special
take-away booklet.

Containing gritty interview images, quotes
from the film and strategic HSSE information,
this credit card-sized document could easily be
slipped into a pocket. It felt like an exclusive club
membership card, giving the team a
special identity.
Following the conference we supported the
roll out of a series of regional workshops
that encouraged a dialogue between HSSE
representatives and their colleagues. The
workshops were run as a series of HSSE “panel
shows” with specially designed invites, sets,
question sheets and even giveaway t-shirts.
Creating something that was memorable,
inspirational and which every team member
wanted to be part of and engage with.
The result
It was impressive. The workshops were very
well attended and provided a platform that had
impact and inspired HSSE employees. The post
project feedback received was that the campaign
had injected new life into the function, raised the
teams profile and brought employees together
with a renewed sense of shared purpose to drive
the business forward.


+44 (0) 20 7407 7788

What we delivered
• Employee engagement
workshops support
• Global health, safety and quality
campaign
• Marketing collateral
• Videos
• Experiential design

17

Home

About us

How we work

Case studies

Client testimonials

Contact


A global video campaign
for a global company
Read case study


+44 (0) 20 7407 7788

18

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list


A global video campaign
for a global company
The brief
Based in Switzerland Zurich Insurance Group has
over 60,000 employees. Together they share one
mission: to help their customers understand and
protect themselves from risk.
With a huge workforce that is located worldwide,
Zurich wanted to unite its employees by
recognising and rewarding their efforts at work.
We were asked to develop a suite of 90-180
second videos that recognised and celebrated
employee’s outstanding contributions in the
workplace. Exemplifying what the business was
striving for: to become the best global insurer
in the world.
The solution
Travelling as far afield as Chicago, Buenos Aires,
Dubai and Hong Kong, we created fourteen
motivational videos that demonstrated the
company’s global operations, and some of its
best employee success stories. Giving global
recognition to employees who have gone above
and beyond their role of duty.

The result
The videos have been used extensively
throughout the business and on the global
corporate website to showcase the talent and
innovation which exists within Zurich’s team.
What we delivered
• Business stories
• Videos
• Infographics


+44 (0) 20 7407 7788

19

Home

About us

How we work

Case studies

Client testimonials

Contact


Mission: engagement
Read case study


+44 (0) 20 7407 7788

20

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list


Mission: engagement
The brief
Diamonds may be a girl’s best friend but
when they come out of the ground they are
unbranded, unassuming lumps of rock. So how
do you create brand engagement and value
around a rough diamond that will set it apart
from competitors? This was the challenge that
The Diamond Trading Company (DTC), the rough
diamond distribution arm of De Beers, and the
world’s largest supplier of rough diamonds, by
value, asked our help in resolving.
Our solution
With activities in sorting, valuing, sales and
diamond beneficiation, the DTC is the bridge
between De Beers’ rough diamond production
and the DTC’s clients, who are known as
Sightholders. And it was these Sightholders who
needed to be educated on how to create and
build a consistent brand experience around
DTC’s rough diamonds.

In order to make these sessions as engaging
and memorable as possible we themed the
workshops around the Sightholders being DTC
“secret agents”, using the strapline: ‘diamonds
are forever’ as the starting point for our ideas.
We developed a range of collateral to support
the workshops including a workbook and DVD,
which the delegates took away with them as
tools to use when they were back in their own
businesses.

What we delivered
• Training workshops
• Workshop collateral
• Corporate and business stories

The result
The campaign left all stakeholders happy:
delegates were impressed by the quality of
the seminar materials, and DTC was pleasantly
surprised by the cost-effective but striking
solution we delivered to meet the road
shows core objective.

• Interactive DVD

Working with a consultant a series of interactive
one-day brand training workshops were
developed and delivered for Sightholders in
Antwerp, Johannesburg, Hong Kong, Mumbai,
Tel-Aviv and Toronto. The workshops focused on
how Sightholders could build a business case for
branding within their companies by (i) learning
new branding techniques and (ii) strengthening
their bargaining power with their management
teams, retailers and customers.


+44 (0) 20 7407 7788

21

Home

About us

How we work

Case studies

Client testimonials

Contact

SBM Offshore

Building unity behind
a global brand
Read case study


+44 (0) 20 7407 7788

22

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

SBM Offshore

What we delivered

Building unity behind
a global brand
The brief
Many branding projects are about achieving
visual consistency - but this story is about much
more than ‘one look and feel’. It highlights the
power of a brand to build unity: to bring people
together through shared ambitions and beliefs.
SBM Offshore operates in some of the world’s
harshest deep-water environments to deliver
floating production and mooring systems for the
energy industry.
Operating in over 20 locations worldwide, SBM
Offshore had a brand that didn’t stack up to its
extensive operations or resonate with its greatest
asset: its employees.
The company asked us to develop a
communication solution that would reflect its
market leading position, engage over 6,000
employees worldwide and bring its brand to life.

• Communication audits
• Internal and external workshops
and research

Our solution
Our starting point in solving this challenge
began with SBM Offshore’s employees who have
unrivalled experience and understanding of the
offshore energy industry.
Through a global research program with the
Board, management team, and employees, we
developed a brand ‘hierarchy’ that people in
all parts of SBM Offshore could unite behind:
one vision; one set of unique values; one set of
promises to stakeholders.
Armed with this, we were able to develop a series
of substantiated creative solutions – including
a new logo, brand guidelines, brochure, launch
video and corporate website – that would help
solve the company’s communication challenges
and engage stakeholders around the world.

The result
We have delivered a solution that will drive
SBM Offshore’s quest to provide secure,
affordable energy for a changing world.
Through our research, strategic thinking and
design this global company now has an identity
that reflects its market leading position.
BergHind Joseph’s smart thinking,
wise words, outstanding creative work
and first-class project management
skills, together with their extremely
collaborative way of working, have
delivered a new brand for SBM Offshore
we can all be proud of. They are now
regarded as an important member of
our communication team and I can’t
recommend them highly enough.”
Darko Kulas
Group Communications Director

• Brand strategy and architecture
• Brand positioning and values
• Corporate tone of voice development
• Brand identity and guidelines
• Writing corporate stories and
business stories
• Brand templates
• Brand engagement, including
launch planning
• Culture and leadership engagement
campaign
• On-going Brand support
• Corporate website
• Videos
• Infographics
• Magazine design templates


+44 (0) 20 7407 7788

23

Home

About us

Original logo
Font: Std
Font: DIN 30640 DIN 30640 Std

How we work

Case studies

Client testimonials

Contact

Thenamaris

| Thenamaris | Creative development | 15 October 2012 |

Breathing new life into
a long-established brand
Read case study
Original logo and

Secondary colou
A cool and sophis r palette
on tones of Blu ticated colour palette based
e, Grey, Black and
White

01.
Pantone
2985

02.
Pantone
312

eavyGothic plus

Helvetica and

DIN

Original logo and

Font: SackersH

eavyGothic plus

eavyGothic

Bra

Original logo and

Font:

Original logo and

Font: SackersH

eavyGothic plus

Font: SackersH

eavyGothic

Original logo

03.
Process
Blue

Helvetica and

DIN

Original logo and

Helvetica and

Font: DIN 30640

maris | CreatiOriginal
ve development
logo and Font:
SackersHeavyGot
| 15 October 2012
hic plus Helvetic
|

Logo developm

06.
Cool Grey
3

DIN

Original logo and

Std
Gothic

Std

Font: SackersH

eavyGothic plus

Std

Helvetica and

DIN

Original logo and

09.
Cool Grey
10

Font: DIN 30640

© 2012 BergHin

d Joseph

Font: DIN 30640

| Thenamaris | Creative development | 15 October 2012 |

Font: DIN 30640
eavyGothic plus

Helvetica and

Std

DIN

Font: SackersH Helvetic
Font:
eavyGothica Neue
LT Std

Std

10.
Black

Literature system
Induction book – cover system

Std

Font: SackersH

Font:
eavyGothic Neue
a
LT Std

Font: Helvetica

Font: DIN 30640

Joseph

Font: DIN 30640

eavyGothic

08.
Pantone Silver
877

Gothic

Std

Font: SackersH

07.
Cool Grey
5

Neue LT Std

Gothic

Font: Sackers Heavy

Helvetica and

Font: Helvetica

ent Fig 1

Font: DIN 30640

eavyGothic plus

Neue LT Std

5

Font: Sackers Heavy

Font: SackersH

Font: Helvetica
a and DIN

Font: SackersH
Font: Helvetica
eavyGothic Neue
LT Std

ent Fig 3

Font: DIN 30640

Font: DIN 30640

DIN

Std

Font: Sackers Heavy

Original logo and

Helvetica and

DIN Thena
|

Font:
eavyGothic Neue
a
LT Std

05.
Pantone
641

eavyGothic plus

Font: SackersH
Font: Helvetica
eavyGothic Neue
LT Std

Logo developm

04.
Pantone
3005

Font: SackersH

Font: SackersH
Font: Helvetica
eavyGothic
Neue LT Std

SackersH
| Thenamaris |nd options eavyGothic plus Helvetica and DIN
Creative developm
ent | 15 October
2012 |

© 2012 BergHind Joseph

2012 BergHind

Font: SackersH

Font: SackersH

Font: DIN 30640

11.
White

Font: Helvetica

Std

Font: DIN 30640

Neue LT Std

Std

Welcome to Thenamaris.
A guide for all new employees.

Font: Helvetica

Neue LT Std
Font: Helvetica

Std

Quality around the clock
and against the elements

Quality around the clock
and against the elements

Around the clock, against the elements,
Thenamaris delivers a wide variety of
cargoes for clients worldwide: safely,
securely and efficiently. Combining
fresh energy with 40 years’ shipping
experience, we manage a world-class
fleet of ocean going vessels – ensuring
high quality performance and a service
you can trust.

Around the clock, against the elements,
Thenamaris delivers a wide variety of
15
cargoes for clients worldwide: safely,
securely and efficiently. Combining
fresh energy with 40 years’ shipping
experience, we manage a world-class
fleet of ocean going vessels – ensuring
high quality performance and a
service you can trust.

Find out more about us at
www.thenamaris.com.

How shipping should be.

Neue LT Std

Find out more about us at
www.thenamaris.com.

Thenamaris. How shipping should be.

Welcome to Thenamaris.
A guide for all new employees.

How shipping should be.

Neue LT Std

Thenamaris. How shipping should be.

Font: DIN 30640

Std


3

© 2012 BergHind Joseph

+44 (0) 20 7407 7788

27

24

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Thenamaris

Breathing new life into
a long-established brand
The brief
Thenamaris is one of the world’s leading
independent ship management companies. It
prides itself on providing services of the highest
standard to its clients, and the owners of large
ocean-going vessels.
Thenamaris wanted to modernise the way it
presented itself to its many stakeholders. The
ambition was for its global operations to be well
recognised and for its position in the market to
be elevated.
Our solution
To make Thenamaris’ ambition a reality it was
essential that we developed its existing brand.
This meant building a corporate narrative that
brought its brand to life, made it relevant to key
stakeholders and demonstrated its values,
beliefs and services.

Armed with this insight we were able to devise
a brand solution that presented one strong,
consistent corporate message and identity. From
here we developed a series of creative solutions
– including a refreshed logo, corporate image
library, website and advertising materials.
The result
Our work has helped to rejuvenate the brand.
Thenamaris now has one clear message that
positions it as an astute global business with the
highest operational standards.
By presenting its story from one consistent
viewpoint and teaming it with a series of creative
solutions, Thenamaris has regained control
of how it is presented in the market. This has
strengthened its brand and has already begun
to reinforce its corporate reputation.

Holding a series of focus groups with
the management team we gained a firm
understanding of the business’s operations, its
people, and what differentiated Thenamaris
from its competitors.

What we delivered
and research
business stories
• Brand templates


+44 (0) 20 7407 7788

25

Home

About us

How we work

Case studies

Client testimonials

Contact

Syngenta brand identity tool kit

Bringing a new brand
system to life
Read case study


+44 (0) 20 7407 7788

26

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Syngenta brand identity tool kit

Bringing a new brand
system to life
The brief
When you operate on a global scale, how do you
make sure that everyone is on the same page as
you when it comes to your brand?
In 2000 Novartis and AstraZeneca merged their
agribusinesses to form Syngenta, the first global
group focusing exclusively on agribusiness.
The company’s brand was launched at the
same time and the visual and brand guidelines
were updated in 2008. Following this update
Syngenta turned to us to develop a novel
way of presenting the guidelines to inspire
their communication managers to become
brand ambassadors, re-educate users and to
communicate the new guidelines to external
agencies.
Our solution
We started this brand story at its heart: with its
users, their needs and the best way to engage
them with the new brand guidelines.

The result
Syngenta’s brand tool kit is striking and robust
and wouldn’t look out of place on any coffee
table. With tools that are this powerful and easy
to understand and use, Syngenta’s brand is now
being applied consistently in communication
pieces around the world.

What we delivered
• Brand guidelines

BergHind Joseph used their experience
of brand systems to create a novel
solution which makes the new Syngenta
brand guidelines both engaging and
accessible. The system they developed
is now being used across the world to
consistently deliver the Syngenta brand
on a daily basis.”
Corporate Visual Identity Manager
Syngenta AG

Armed with this information we devised a
revolutionary ‘boxed’ brand tool-kit and
DVD that visually engaged people, was
understandable and brought Syngenta’s
brand to life.


+44 (0) 20 7407 7788

27

Home

About us

How we work

Case studies

Client testimonials

Contact

NatCen Social Research

Communicating the opinions
of the British public
Read case study


+44 (0) 20 7407 7788

28

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list


Communicating the opinions
of the British public
The brief
NatCen Social Research (NatCen) is Britain’s
leading centre for social research whose work has
a direct influence on informing public policy.

This approach instantly made the printed
report more engaging, which was subsequently
translated online - giving BSA its first ever
web presence.

The British Social Attitudes (BSA) report is the
high point of NatCen’s work. Reporting on social,
political and moral attitudes, BSA is an important
measure of public attitudes, which is used by
opinion leaders and social commentators.

The following year, we built on our initial work.
This time around we did away with the printed
book and went solely online: a revelation for a
report that’s existed solely in print since the early
80’s. We developed a report that had a dedicated
micro-site, complete with striking imagery,
animation and offered a fluid user experience.

After 29 years of operation, NatCen wanted a
fresh approach to BSA as they wanted to broaden
the appeal of the report to a much wider
audience.
Our solution
We started work by looking at how the
report was structured. Previously it had been
continuous pages of dense running text. This had
made it hard for the reader to identify key facts,
figures and understand the overall ‘story’ the
report was trying to tell.

The result
Our solution has brought BSA up-to-date, and
made its content relatable and digestible for the
nation, not just a small group of policy makers
and academics.

Since 1983 the British Social
Attitudes survey has been regarded
as the primary social research survey
in Britain and is used extensively by
government, business and academia
in order to shape the lives of people
throughout the UK. BergHind Joseph’s
extensive experience in designing
complex communication materials
ensures that they are the right creative
partner to bring the survey to life.”
Penny Young
Chief Executive Officer, NatCen Social
Research

What we delivered
• Internal workshop
• External audit of how complex
information is delivered online
• Development of integrated sub-brand
• Infographics
• Corporate microsite

What’s more, the latest BSA report received
a raft of positive feedback from NatCen, its
stakeholders, as well as a huge amount of
national press coverage.

From our analysis, we introduced a series of
summaries at the start of each chapter that used
bold infographics to illustrate the main research
findings. We also established clear templates
for body copy, tables and charts so that readers
could easily understand and digest content.


+44 (0) 20 7407 7788

29

Home

About us

How we work

Case studies

Client testimonials

Contact

ECPA

Changing the way the world
sees an organisation
Read case study

Water
We are committed to protecting and
conserving water resources by
introducing innovative crop protection
solutions and promoting sustainable
agricultural practices.
SUSTAINABLE WATER
MANAGEMENT (SWM)
AN INDUSTRY SITE COMMITMENT
Together with the European Water
Partnership we will evaluate all our
pesticide production sites in Europe
for sustainable water management.
We aim to achieve a more sustainable
water use at our production sites and
will set industry standards for water
management in industry.
The benefits
A validated evaluation scheme with more
than 50 key performance indicators about
quantitative and qualitative impacts on
water resources will enable us to improve
our water management and will foster cooperation with public stakeholders.
Why?
Water is essential for all life. The
minimisation of our impact on water has to
go beyond the legal obligations and show
our responsibility as a good water steward.

08


+44 (0) 20 7407 7788

BY 2025, TWO OUT OF
THREE PEOPLE WILL LIVE
IN DROUGHT OR WATERSTRESSED REGIONS
UP TO

70

%

OF AVAILABLE
FRESHWATER
IS USED BY
AGRICULTURE

MORE CROP
PER DROP
EFFICIENT
AGRICULTURE
SAVES LAND AND
WATER

09

30

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

ECPA

Changing the way the world
sees an organisation
The brief
Changing the way others see you isn’t easy. We
all know how friends and family stereotype us
and what’s true of individuals is even truer of
organisations. But, this story proves you can
transform the way the world thinks
about your brand.
European Crop Protection Association (ECPA)
represents the interests of crop protection
businesses in Europe. Based in Brussels, it has
traditionally lobbied governments on behalf of
its members - creating a somewhat controversial
reputation amongst its stakeholders. In reality,
this reputation was undeserved, with the body
playing a pivotal role in sharing best practice
with European farmers; promoting traditional
farming methods and championing the need for
regional variety in agriculture.
ECPA looked to us to develop a communication
solution that would change stakeholder’s
perceptions for good and ultimately strengthen
the power of its work.

Our solution
Open, transparent, knowledgeable and flexible these were the personality traits which our initial
research highlighted as needing to be brought
to life. So we devised an ‘open forum’ rather than
a closed entity - an organisation that facilitates
debate and knowledge sharing for businesses,
growers, NGOs and others with an interest in
crop protection.
To promote this new approach we rolled out a
new brand identity for ECPA that would prove
to stakeholders the body was changing for
the better. This identity was supported with
the ‘Hungry for Change’ event – a conference
designed to unveil the new ECPA and its desire
to engage and collaborate with stakeholders;
along with a corporate brochure that outlined
the body’s aims and a specially developed
newspaper (The Informer) that offered insight
articles into its four thematic streams: water,
biodiversity, food and health.

What we delivered

The result
With a powerful and inspiring launch for ECPA,
supported with an open forum, the body
demonstrated to stakeholders that it was
changing its business for good.
Stakeholders now have an active platform
where they can enter into a dialogue with ECPA.
This platform, supported with a powerful visual
identity is encouraging people from around
Europe to collaborate with the body; offering
input and innovative ideas that enables ECPA
to fulfil its quest in sharing best practice with
European farmers; promoting traditional
farming methods and championing the
need for regional variety in agriculture.

and research
business stories
• Brand templates
launch planning
• Photographic style
• Experiential design and collateral
• Culture and leadership engagement
campaign
• Infographics
• Magazine


+44 (0) 20 7407 7788

31

Home

About us

How we work

Case studies

Client testimonials

Contact

Parliamentary Health Service Ombudsman

Creating a more open, inviting
and distinctive brand
Read case study


+44 (0) 20 7407 7788

32

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Parliamentary Health Service Ombudsman

Creating a more open, inviting
and distinctive brand
The brief
When the nature of your business is to deal with
complaints, how do you create an identity that
people see as being collaborative and friendly?
Formed from the merger of two different
government departments The Parliamentary
Health Service Ombudsman (PHSO) has a tricky
job investigating complaints against government
departments, UK public bodies and NHS England.
Their objective is to provide effective complaint
handling services that right individual wrongs,
drive improvement in public services and inform
public policy.
The merger created a dramatic increase in the
Ombudsman’s statutory responsibilities. This
new level of accountability presented them
with an opportunity for a rebrand; and it was
our task to create a new brand identity for
the Ombudsman that offered a more inviting
and open personality, which was also more
distinctive and raised public awareness of its role.

Our solution
We began by understanding the body’s
corporate personality and its future ambitions by
hosting an internal seminar, which was attended
by over 50 employees. This helped us to not
only understand the businesses needs but that
of its employee’s too. The findings from this
session fuelled a brand solution which radiated
personality; and created a visual representation
of how its employees and other stakeholders
perceived the body: one that is warm, personable
and open.
This personality was bought to life in a variety
of ways. The logo we created represents the
three parties involved in any investigation by
the Ombudsman: the member of the public, the
government department and the Ombudsman.
As well as delivering a full brand suite of
collateral we also created a comprehensive
image library that represents the diversity of
people who seek help from the Ombudsman.
We achieved this by using real people who were
street cast close to the Ombudsman’s offices.

What we delivered
• Communication audit
The result
A striking brand that was embraced internally
and presented companywide: from the interior
of its London head office, to its annual report
and, more importantly, which resonated with
the people who mattered most – the public
who turn to the Ombudsman for support.

and research
• Brand templates
launch planning
• Culture and leadership
engagement campaign
• Videos
• Infographics


+44 (0) 20 7407 7788

33

Home

About us

How we work

Case studies

Client testimonials

Contact


Powerfully changing brand
perception
Read case study


+44 (0) 20 7407 7788

34

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list


Powerfully changing brand
perception
The brief
The World Trade Organisation (WTO) plays a
pivotal role in trade around the world. It is at the
heart of trade negotiations, establishing trade
agreements and ensuring trade flows as freely as
possible between countries.
The WTO’s work is fundamental to trade and
industry, but many didn’t understand or
appreciate the importance of its role. As the WTO
comes into contact with thousands of people
each year it had tried to address this situation
by publishing two booklets: ‘10 benefits’ and ‘10
misunderstandings’ of the WTO. However, the
feedback they received was that these booklets
were not helping its diverse audiences realise
and understand the pivotal role it plays in the
global economy and we were asked to develop
an alternative, print-based solution.

Our solution
We developed a successor to these two
publications that would continue to target an
interested but uncommitted mass-audience, but
do it in a far more engaging way.
Titled ‘10 things the WTO can do’ our solution
was drastically different to its predecessor. The
content was closely tailored to the needs and
preferences of its target audience and through
a variety of creative approaches it presents
complex information in a far more engaging way;
demonstrates how WTO’s role influences aspects
of everyday life; and reveals the mammoth scale
of WTO’s work around the world.

The result
The publication has heralded a new direction for
the client; demonstrating an understanding of
audience’s perceptions and a desire to be more
transparent about its operations to ultimately
improve stakeholder relationships.

What we delivered
• Communication strategy
• Tone of voice development
• Revised look and feel
• Infographics

Our approach that looked to reach and influence
the people who were interested in trade and
development issues but whose minds were open
e.g. concerned citizens, journalists, school and
university students and trade unionists – as these
are the individuals who can become advocates
for the WTO and subsequently help to
build its reputation.


+44 (0) 20 7407 7788

35

Home

About us

How we work

Case studies

Client testimonials

Contact

Blueprint

Branding and beyond
Read case study


+44 (0) 20 7407 7788

36

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list

Blueprint

Branding and beyond
The brief
The Blueprint story is about the quest for an
identity that gets you noticed and gives you the
confidence to fulfil your potential.
Blueprint (now part of itelligence) was a business
information and performance management
consultancy. Their focus was to offer products
and services that would help organisations make
better use of their data.

It was from this that a picture emerged: this was
a business that was technically strong, brilliant
at building relationships and a world away from
the ‘cold, techie’ image pushed by many of its
competitors.
We developed a narrative and visual identity
that reflected Blueprint’s brand truths – taking
boldness, variety, warmth and surprise as its
guiding principles.

When we first started working with Blueprint it
was fair to say that the firm lacked clarity about
its personality and its core strengths. Without
this clarity and a weak brand, Blueprint was
underperforming.

Blueprint welcomed our solution with great
enthusiasm and invited us to roll it out across a
range of touch points, including the office space,
their annual conference, corporate website and
marketing collateral.

Our solution
As a contender in a competitive market, Blueprint
needed a new brand identity that would make
an impact and register Blueprint’s presence with
potential customers and business partners.

The result
Blueprint’s new brand identity enabled them
to become one of the premier league players
in the business intelligence world. It gave
them confidence to compete with the best in
the market, raised their profile and resulted
in a growth of sales and partnerships, which
ultimately resulted in the owners being
approached to sell the business to itelligence.

We started by running a series of fact-finding
exercises to inform our thinking about what
the brand should represent. This work brought
an important truth to light: customers valued
Blueprint’s bespoke approach and willingness
to tailor their solutions.

We chose BergHind Joseph on the
strength of their ability and their clear
passion for what they do. They are highly
creative, professional, have strong values,
and, above all, are people we want to
work with.”

What we delivered

Helen Brooks
Marketing Manager


• Communication audit
and research

• Brand templates
launch planning
• Experiential design


+44 (0) 20 7407 7788

37

Home

About us

How we work

Case studies

Client testimonials

Contact


Improving an insurance giant’s
online presence
Read case study


+44 (0) 20 7407 7788

38

Home

About us

How we work

Case studies

Client testimonials

Contact

Back to list


Improving the way in which
an insurance giant tells its
story online
The brief
For any business in the 21st century their website
is the primary way in which most people learn
about what they do and what products or
services they offer. A company’s website is its
primary piece of ‘communication real estate’ and
so needs to consistently deliver an informative
and enjoyable user experience.
Following an internal review Zurich Insurance
Group, one of the world’s largest insurance
companies, asked BergHind Joseph to improve
the ‘About Us’ section of its global corporate
website, www.zurich.com. Our brief was to make
the content of the website work harder. Zurich
wanted a greater focus on the global scale of
its operations and its heritage in international
markets, which stretches back to the nineteenth
century. We were also asked to simplify the
‘user journey’, making it easier for visitors to find
important basic information quickly.

Our solution
Today, website visitors are in a hurry. It is
important to make life easy for them by
prioritising information and making it easier to
find – otherwise you risk losing their attention.
Today’s user is also used to a media rich web
environment. Video and images should be
used to engage visitors’ emotions, to position
the business and to communicate important
messages about its vision, mission and values.
Working closely with the client we deconstructed the content of Zurich’s website,
putting ourselves in the position of a typical
first-time user looking for a quick introduction to
the business. What would our first impressions
be? What information would we want to see first?
What labels would make most sense?
The result was a new information architecture
for the ‘About Us’ section and a new visually-rich
look and feel.


+44 (0) 20 7407 7788

39

Long, text-heavy scrolling pages and confusing
labels were replaced with a series of simply
structured landing pages that frame out
key information clearly in boxes. We added
interactive graphics and animated headers
to depict the international scale of Zurich’s
operations and the diversity of its client-base,
and to bring the business to life.
We completely transformed the ‘heritage’
section of the website, replacing pages of
scrolling text with a visually-engaging timeline
structured around three themes that play to
Zurich’s strengths: Global Reach, Innovation and
Leadership. These themes were also brought
to life in a specially commissioned video, which
was used internally and externally to introduce
people to Zurich.

What we delivered
and research
• Interactive microsite
• Videos
• Infographics

The result
Zurich’s website works harder for the business by
communicating its global scope and scale and
for visitors by helping them find what they are
looking for quickly. The website’s web rankings
have increased significantly as has the length of
time visitors stay on the site.

39

Home

About us

How we work

Case studies

Client testimonials

Contact

Some of our clients and what
they say about us
“Your company fascinates me – your whole
team really conveys an intimacy and closeness
to clients that I have grown to appreciate”
Evelyn Tachau-Brown, Communications
Coordinator, SBM Offshore
“The BergHind Joseph team don’t just tell you
what you want to hear as a client, they push you
further, creating stakeholder debate and
energy around the brand.” David Brown,
Communications and Design Manager,
Tate Lyle PLC
“BergHind Joseph has played a pivotal role in raising
the profile of the Corporate Security function and
its role within Syngenta. They demonstrated an
active understanding of the Security challenges we
were facing and related it back to the overarching
Security strategy. The results have helped to educate
people about the importance of security and resulted
in a change of mind-set and behaviour across
the business. They not only pushed the creative
boundaries but really helped us come up with
solutions that are delivering strong results.”
Laurent Giezendanner, Head of Corporate
Security, Syngenta AG
“Since 1983 the British Social Attitudes survey has
been regarded as the primary social research survey
in Britain and is used extensively by government,
business and academia in order to shape the lives
of people throughout the UK. BergHind Joseph’s
extensive experience in designing complex
communication materials ensures that they are the
right creative partner to bring the survey to life.”
Penny Young, Chief Executive Officer,

+44 (0) 20 7407 7788

“BergHind Joseph’s smart thinking, wise words,
outstanding creative work and first-class project
management skills, together with their extremely
collaborative way of working, have delivered a new
brand for SBM Offshore we can all be proud of. They
are now regarded as an important member of our
communication team and I can’t recommend
them highly enough.” Darko Kulas, former Group
Communications Director, SBM Offshore
“The BergHind Joseph team made a significant
contribution to the overall success of Tate Lyle’s
values project, which saw the revised company
values come alive across our global business. Working
closely with Tate Lyle’s HR team they created an
inspiring and striking multilingual communication
campaign which resonated with our 4,000 strong
workforce. This not only ensured that every employee
had visibility of the values, but that they also had
the opportunity to become actively involved in
their implementation. This has really helped to
cultivate a culture based around our values, and has
subsequently improved performance.” Rob Luijten,
Executive Vice President - Human Resources,
Tate Lyle PLC
“The Syngenta Photo Prize has been a huge success
with more than 4,500 entries from 85 countries.
The campaign developed by the BergHind Joseph
team was behind this record-breaking achievement.
Syngenta now owns an important event that builds a
powerful connection between the brand and a new
and important group of stakeholders.” Jennifer Zeiri,
Communications Manager, Syngenta AG

40

Home

About us

How we work

Case studies

Client testimonials

Contact

Contact
Ian Brownhill
Co-Founder and CEO
+44 (0) 20 7407 7788
ian@berghindjoseph.com
BergHind Joseph Limited
The Leathermarket 8.1.1
Weston Street, London SE1 3ER
Twitter: @berghindjoseph
Linkedin: BergHind Joseph


+44 (0) 20 7407 7788

41

Berg hind joseph_credentials

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (20)

Similar a Berg hind joseph_credentials

Similar a Berg hind joseph_credentials (20)

Último

Último (20)

Berg hind joseph_credentials