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Creative Strategy
Art Direction & Design
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Creative Strategy // Art Direction & Design // Copy & Microcopy
Caesarstone approached us to reinvent its brand identity and internal communications. We created a new brand voice, integrated it into a redesigned website, and transformed internal communication through digital solutions. From interactive storytelling that connected headquarters with factory employees, to a digital onboarding system and an internal communication channel from the CEO, we streamlined processes and improved employee experience globally. We also digitized event management, creating a more efficient and engaging way for employees to connect. Throughout, we ensured a consistent brand narrative and a user-friendly approach.
Giving a Brand a Voice – and an Icon
When the world’s leading quartz and porcelain countertop brand, Caesarstone, sought to reinvent its identity, we aimed to craft a unique language that reflected its innovation, prestige, and heritage. We developed a distinctive brand voice—an actual persona with a name and personality that became the official voice of the company. Thus, Sharon was born. She spoke the new brand language and led the transformation, from the revamped Israeli website to every piece of content, from headlines to microcopy. This new language seamlessly connected decades of quality and style with the brand’s future, and after the website’s success, it expanded across platforms—from social media to newsletters—delivering a unified, inspiring message.
Bridging the Gap –
Connecting an Organization
In a world where information flows rapidly, internal communication must keep pace. At Caesarstone, we faced the challenge of creating a seamless connection between headquarters and factory employees, ensuring the entire organization spoke the same language. While headquarters employees received updates via newsletters and emails, factory employees—who were not connected to email—relied on an external app, leading to communication gaps and inefficiencies. Our mission was to develop a smart digital solution that transformed internal communication into an interactive, streamlined, and genuinely engaging experience.
Seeing the Full Picture – and Bringing Everyone Together
To bridge the gap, we created an innovative storytelling experience that connected the corporate and operational worlds. We produced a 360° interactive video that allowed headquarters employees to embark on a virtual journey inside the factory, witnessing production processes up close, understanding the various stages, and experiencing the company’s beating heart. Simultaneously, we created a second video—from the perspective of the headquarters—so factory employees could gain insight into office life, decision-making processes, and how their work contributes to the bigger picture. Through immersive content and cutting-edge technology, we succeeded in uniting the organization and fostering a true sense of partnership.
Internal Communication That Starts Right
In a world where information flows rapidly, internal communication must keep pace. At Caesarstone, we faced the challenge of creating a seamless connection between headquarters and factory employees, ensuring the entire organization spoke the same language. While headquarters employees received updates via newsletters and emails, factory employees—who were not connected to email—relied on an external app, leading to communication gaps and inefficiencies. Our mission was to develop a smart digital solution that transformed internal communication into an interactive, streamlined, and genuinely engaging experience.
Internal Communication That Starts Right
In a world where information flows rapidly, internal communication must keep pace. At Caesarstone, we faced the challenge of creating a seamless connection between headquarters and factory employees, ensuring the entire organization spoke the same language. While headquarters employees received updates via newsletters and emails, factory employees—who were not connected to email—relied on an external app, leading to communication gaps and inefficiencies. Our mission was to develop a smart digital solution that transformed internal communication into an interactive, streamlined, and genuinely engaging experience.
