Boehringer Ingelheim: A cultural framework

Boehringer Ingelheim (BI) introduced a cultural framework "Our purpose" encompassing of 5 behaviours that provide the link from purpose, values and business goals to the experience and daily actions of all 53,000 employees. The creative approach for this internal campaign consisted in segmenting the behaviors by colour, while adhering to the BI corporate brand guidelines.
Colour can boost brand recognition by up to 80% because our minds process, store and memorise visual content more than shapes, numbers and words. More than just a powerful tool for designing vivid and memorable brand experiences, color psychology is about evoking emotion.

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