Challenge

1. From twelve brands, to one 
   Make Thrive was tasked to develop and clarify the Fellowmind brand and unify twelve strong regional brands, each with their own market positions, cultures, and values. The challenge was to get every business unit and all employees on board and able to recognize the true potential of a people-centric, single brand with a common purpose.

   
   

2. Attracting and retaining top talent  
   In a time when shifts in the job market, such as “The Great Resignation” and the “War for Talent”, were reshaping the tech industry, it became increasingly important for Fellowmind to strengthen its position as an attractive employer. One with a culture that puts people at heart. The goal of developing Fellowmind’s employer brand was therefore twofold: to attract top-tier talent from the market, and to ensure the continued engagement and retention of the exceptional people already within the organization.
   
   

Solution

1. Developing and implementing the new Fellowmind brand
   Initially, Make Thrive developed essential brand parameters through in-depth insights and a collaborative discovery and strategy process. As part of this effort, Make Thrive re-defined Fellowmind’s tagline and vision and created a purpose with a societal dimension – To make people, business and society flourish. This was followed by a comprehensive brand implementation process, including workshops with 250+ leaders and managers across the organization. To ensure alignment at every level, key strategic insights were shared with all employees via an interactive e-learning course, empowering them to embody and apply the new brand internally. Finally, Make Thrive held targeted workshops with cross-regional teams in marketing, HR, and sales, helping them to understand how to utilize and activate the brand for their respective stakeholders. 
   
   “It is impressive to see how quickly the Make Thrive team has mastered the dynamics of our organization and the complexity of our business. The personal interest of the team to investigate the matter thoroughly ensures that the result is better and, above all, is widely supported by the organization.” - Gert Jansen, Group Marketing Manager, Fellowmind.

1. EVP: Freedom to Flourish 
   Make Thrive partnered with Fellowmind to shape a new employer brand, one that authentically reflects the core dynamics of the company’s culture. Through a series of interviews and workshops, four pillars were defined, each rooted in the intrinsic motivational values: autonomy, collaboration, mastery, and purpose. These pillars came together under the employer value proposition – Freedom to Flourish, forming the foundation of Fellowmind’s efforts to strengthen its employer positioning. To bring the new employer brand to life, Make Thrive supported the development of a comprehensive onboarding journey designed to create a meaningful start for every new employee. The goal was to ensure a consistent and inspiring experience across all regions – from the moment they sign their contract to having completed their first weeks at work. Make Thrive facilitated the process and led a team of HR-representatives from all countries in co-creating a unified onboarding journey. In addition, an e-learning platform was developed to guide new hires through the experience and serve as a central hub for essential information.