Al Tayer’s holding brand Insignia running under the philosophy that success is measured against more than just sales figures saw an opportunity to work on redefining the brand while making the brand more employee centric.
It was the right moment to bring the brand fully alive, together with all the elements the brand should hold and represent Al Tayer believes itself to be a conscious employer, where the team’s mental and physical wellbeing is core in their environmentally savvy workplace.
Katch was tasked with engaging with the brand and employees to understand the areas the companies were excelling at and the areas where they did like to make changes. As Katch investigated the firm’s working and employees’ views on their working conditions, we immediately knew exactly how to tackle their issues. We wanted to bring in an entirely new sense of positivity through employees, further ensuring that they were a much more significant part of the company and that the company was always paying heed to their needs.
To assess the actual culture and set a goal for the future Insignia culture Katch collected the cultural data for their assessment. We engaged with the client in two different forms, i.e., we created and conducted leadership workshops for the TOP 20 Al Tayer leaders across all the departments. Also, a questionnaire was designed, distributed, collected, and analysed from a sample of 350 AT employees.
Our team then analysed the questionnaire and presented an entire year’s critical pathway to the client
Katch established that Al Tayer needed to be a brand that sends a strong community message as they re-establish a strong company culture after the pandemic. Insignia was represented by three main keywords that compiled what the team was missing at the current point – Family, People, and Fun. The employees sought work environment-induced family values that made them feel more a part of the Al Tayer community.
Along with designing an entire year’s worth of action plan for the company, Katch also developed a brand-new logo keeping in mind the investigation findings. We also produced a whole new vision and mission statement. A photoshoot was conducted with the employees to form a company video with the company’s faces in it to make it easier to connect with the company goals.
