First of all, a brand architecture was created, along with a new visual identity, which meant Kingfisher could bring to life their proposition - which is actually really compelling, just no one knew about it. A new website was created, which required huge technological innovation, as it needed to integrate not only with Kingfisher's content management system, but with each brand's systems too (25 systems in total... oof). This was so a 'one stop shop' of Kingfisher's and its retail brand's content could be created, and the audience could view content from across the six brands in a single place. Nice.

Next, the new brand was activated across Europe - both with the target external audience, and with Kingfisher's people internally. Across all six brands. In 13 languages. And 25 countries. Working hand-in-hand with the Chief People Officer was a fascinating experience, as their vision required a big culture shift, and when 79,000 people are involved, having a clear brand and identity made that herculean task a little simpler.

​The brand has formed the foundation for Kingfisher's people strategy, and has provided a platform that never previously existed, helping to attract a new type of candidate to Kingfisher, while also being an effective tool to help change hearts and minds internally.