Employer Branding — The Road Towards 2025
Turning Strategy into Behaviour
I translated Veidekke’s business strategy The Road Towards 2025 into a creative employer branding initiative, bringing core values into tangible employee experiences.
In Practice
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The challenge was to turn strategic direction into something employees could recognise, engage with, and relate to in everyday life. To do that, the initiative needed to move beyond messaging and become part of a broader internal communication framework connecting brand, culture, and behaviour across the organisation.
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Launched in connection with Veidekke’s sponsorship of Vasaloppet, the initiative used the event as a cultural anchor to create internal engagement and strengthen a shared sense of identity. A branded collection became the key vehicle for this translation, extending the brand into employees’ routines in a way that felt visible, useful, and connected to the wider strategy.
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The collection was distributed through a dedicated platform to 3,000 coworkers and supported by a broader communication ecosystem that included employee benefit platforms, a webshop, digital screens, internal news portals, email and push communication, as well as third-party channels, print, and social media. Together, these touchpoints turned the initiative into a coordinated employer-branding rollout rather than a standalone activation.
My role
Employer branding strategy
Creative direction
Design of collection and key messaging
Digital experience design (webshop)
Project management and content production leadership
Impact
The project helped translate business strategy into everyday employee experience, reinforcing identity, belonging, and alignment across the organisation. By connecting values to behaviour through activation rather than communication alone, the initiative made the brand more tangible internally.
Intranet Front Page
Process
