Eu.promotions
Identity discovered, not invented
Industry
Loyalty & Retail Marketing
Size
International SME, 6 legal entities in Europe
Duration
3 months
Stakeholders
CEO, Marketing, Internal team
The challenge
Eu.promotions is an Italian company with a presence in over 20 countries, specialized in loyalty programs for retail. A solid track record, concrete results, a team with years of experience. Yet the corporate communication couldn't tell this story: the brand spoke externally with a language that didn't reflect the real values and behaviors of the people who worked there every day. The risk was twofold: losing credibility with international clients and dispersing the internal identity that had made the company what it was.
Main problems:
- How to differentiate eu.promotions from global competitors with an authentic and recognizable brand
- How to build communication starting from the real values lived internally
- How to align external storytelling (website, LinkedIn, sales materials) with the team's culture
- How to involve business people in the process, not just marketing
How we worked
Project Identity/Vision Workshop
Intensive working sessions with the team — not just marketing, but also business profiles — to surface who eu.promotions really is: the lived values, ambitions, the unique way of working with clients. In a single workshop day, the team reached a level of alignment and clarity they didn't expect was possible in such a short time.
Project Identity workshop with the eu.promotions team
UX Analysis and Design
Mapping the experience of different stakeholders: retailers, candidates, international partners. Definition of personas and experience maps to build truly relevant multichannel communication for the audience.
Content Strategy
Starting from the workshop outputs, we defined tone of voice, keywords, value stories and editorial plan. Not generic content, but narratives rooted in the team's real experience and the concrete results of their programs.
From the workshop: transformation as a visual metaphor
Results
Structured EVP shared internally
Brand identity aligned between internal values and external communication
Communication guidelines shared between marketing and business
Distinctive tone of voice compared to global competitors
Team aligned on vision, UVP and differentiators in a single working day
Content strategy deployable on website, LinkedIn and sales materials
Process co-built with people, not imposed from above
