Strategic support for a cross-border cultural integration process
Haworth, a globally leading office furniture manufacturer headquartered in the United States, faced a significant challenge following the acquisition of several European companies: merging diverse organizational structures and cultures into a unified identity — Haworth Europe.
To support this comprehensive change management process, Haworth approached us with the goal of not only providing communication support, but also developing a unifying employer branding strategy that would connect employees across seven European countries, foster cultural integration, and bring the new company vision to life in an emotional and engaging way
The Strategy: “ONE HAWORTH IN EUROPE”
In a multi-stage workshop format with international leaders and employees, we jointly developed a strategy with one clear goal: making unity tangible.
The highlight of the initiative was the “ONE HAWORTH IN EUROPE” Day — a simultaneous celebration held across all European sites, designed to bring people together. Live video connections, parallel events, and emotionally resonant content created a strong sense of community across borders.
Key Visual: The Tulip as a Symbol of Connection
As the central visual element, we designed a stylized tulip — referencing the Dutch roots of Haworth’s U.S. headquarters in Holland, Michigan. The tulip symbolized growth, diversity, and unity, and was consistently used across event materials, giveaways (such as T-shirts), and digital platforms.
“Buddy Concept” – Cross-Border Collaboration in Action
A standout initiative was the Buddy Concept, which we introduced to promote collaboration beyond national boundaries. Employees in similar roles from different countries were paired to exchange knowledge, align working methods, and build cultural bridges. This concept actively improved cooperation and fostered deeper connections within the organization.
Emotional Highlight: The Image Film
A custom-produced image film formed the emotional centerpiece of the campaign. Employees from all European locations shared personal greetings and messages to their colleagues — in their native languages, but with one shared sentiment: “We are ONE HAWORTH IN EUROPE.”
The film premiered during the event and generated a strong emotional response, strengthening identification with the newly established common identity.
