Branding RB's global intranet
With 40,000+ employees in over 40 countries, RB (Reckitt Benckiser) faces a formidable challenge to find consistent communication platforms for its diverse teams. A new mobile-first ‘one-stop-shop’ intranet – one that builds on existing Sharepoint and local market intranets – would help RB’s people find and share useful information and stories. But how would they know about it?
A naming competition was won by ‘Rubi’ – an abbreviation of the chemical element Rubidium, a highly reactive substance whose chemical symbol is RB. A brand identity and a global communication campaign needed to warm employees up to the idea of this new and genuinely much-improved experience.
All about the ‘i’
Working with RB, we defined an overarching communications strategy for Rubi’s launch. Taking into account the different internal audiences and how they would use the new intranet was critical. Inspired by RB’s core brand identity, the simple typographic Rubi logotype incorporates the widely-recognised symbol for Information ‘i’ into the wordmark. It uses Kite Display bold, the bespoke font we previously designed for RB’s identity. The ‘i’ becomes the primary playful visual idea that runs through all communications.
The campaign
Using RB’s vibrant colour palette, the campaign language focuses on playful but factual ideas about Rubi’s numerous benefits. Headline and body copy convey Rubi as the fount of all RB knowledge, with a human side. Like Siri, she can satisfy the needs and questions of many different audiences across the business.
The global print and digital employee campaign received company-wide acclaim, and there was a massive upsurge in unique users to the intranet. Rubi is now the main source of RB knowledge-sharing.
Client
Reckitt Benckiser (RB)
Project
Rubi – RB employee experience brand
Sectors
B2B
Healthcare
Disciplines
Animation
Awareness
Brand Strategy
Branding
Communications
Digital
Events
Experiential
Film
Internal Comms
Marketing
Positioning
Print
Strategy
Visual Identity
Results
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Uptake in users
Uptake of over 3,500 users on Day One. By Jan 2018, an average at over 8,000 sessions per week.
