Adapteo
An award winning, [not so square] transformation for square building company Adapteo
- employer branding
- award winning
- concept
- strategy
- ideation
- identity
- creative direction
- art direction
- copywriting
- campaign
- playbook
- motion design
Background and objective
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Employer brand in need of unity
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Rapid expansion with multiple locations
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Attract and retain talent
Adapteo, a European leader in adaptable building solutions, faced a unique challenge after rapidly expanding through acquisitions. With operations spread across multiple countries and a diverse workforce that grew from 130 to 600 employees, Adapteo needed to unify its corporate culture and enhance its reputation in the talent market.
To develop a cohesive and attractive employer brand that resonated with both current employees and potential hires. The branding needed to reflect Adapteo’s core values of flexibility, sustainability, and innovation, and distinguish the company in a competitive talent market.
Execution and strategy
The strategy was encapsulated in the “[Not So Square]” theme, which played on Adapteo’s modular building products and the innovative mindset of its people. This initiative aimed to cultivate a sense of belonging and pride among employees, enhance internal culture, and attract talent by showcasing Adapteo as an innovative and dynamic place to work.
The campaign was multifaceted, involving several key components:
Internal Alignment: Through workshops and focus groups, a clear and compelling employer value proposition (EVP) was developed: “Better together, Power to adapt, Hunger for growth, and Making society thrive.” Creative Branding
The use of the slogan “[Not So Square]” and visual elements like skewed boxes and the color purple communicated a break from conventional corporate norms.
Media Campaign: The campaign leveraged digital platforms for a dual-phase approach focused on awareness and conversion, utilizing creative content to depict the company’s dynamic culture.
Employee Engagement: Launch kits and branded merchandise were distributed company-wide to celebrate the new identity and foster a collective brand experience.
Results and impact
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Over 10 million social media impressions, boosting visibility
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9 sec average view time on campaign materials signals high engagement
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Awarded Silver at Magnet Awards
Enhanced Visibility: Achieved over 10 million impressions on social media, significantly increasing Adapteo’s visibility as an employer.
Engagement: The campaign videos maintained an average view time of 9 seconds, reflecting high engagement levels.
Website Traffic: The career page experienced a surge in traffic with 2,125 visitors during the campaign period.
Recognition: Adapteo’s efforts were acknowledged with nominations and an award at Sweden’s Magnet Awards, underlining the success of the campaign.
The “[Not A Square]” campaign profoundly impacted Adapteo’s employer branding. It not only unified the company’s internal culture across diverse geographic regions but also positioned Adapteo as a forward-thinking employer in the eyes of potential candidates. Employee feedback was overwhelmingly positive, with many expressing a renewed connection to the company’s mission and values.
Awarded Silver in the Strategy category at the Magnet Awards
The jury’s motivation:
“This entry is permeated by a clear central theme and genuine execution throughout – it has dared to establish its own identity. The concept is neatly packaged and is communicatively easy to understand for everyone, regardless of their role in the company.
The jury was particularly impressed by how it has managed to embed and integrate strategy and messaging throughout the entire employee journey and in daily work.”
Conclusion and personal reflection
Adapeto’s comprehensive approach to employer branding through the [not so square] campaign effectively merged internal culture enhancement with external brand positioning.
This strategy has not only attracted skilled talent but also fostered a strong sense of community and pride among employees, paving the way for sustained corporate success and growth
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Art director / senior advertising creative based in Stockholm. Available for work.