Opportunity
As Juul Labs. Inc. applied for FDA approval with its eye on future product offerings, media attention creates confusion between Juul Labs, Inc. (the company), Juul Labs, Inc. employees, and the JUUL device (the product). Negative media focus splinters the global employee population, bringing rise to the need for a collective sense of belonging.
Brand strategy
Create 3 distinct brands— corporate, employee and commercial
Retool mission and values to appeal to global workforce
Globally launch new branding with understandable messaging and tools accessible across markets
Impact
New mission and values launch across the organization
Employee engagement increases in the Americas, EMEA and APAC
Employee resource center launches with updated content, assets, templates and tools
Juul Labs, Inc. brand architecture— the company, the employee population, the product
Juul Labs, Inc. reimagined mission, values and behaviors
Juul Labs, Inc. Employee Brand launch video
Juul Labs, Inc. LinkedIn site