What is communicated externally is a reflection of what is inside, hence, it is fundamental to have a strong culture and clear values. Having in mind that if you are selling innovation, you have to be innovative yourself. Changing perspectives is a new way of looking at innovation, taking into consideration a fear factor that is strongly attached to the term.

The project is an initial step to a larger plan that would take place in order of changing perspectives. And consists of communicating the brand essence, brand belief and mission, and restructuring the company’s values. Followed by an activation plan to strengthen the sense of culture through this values. Finally using channels as the website, 2D visuals, and a book to communicate the above.