Give your people reasons to care

Internal branding can be spirit-crushing. If it isn’t mindless repetition of the company’s brand values, it’s vague, generic, and uninspiring.

It doesn’t have to be this way.

Here’s how I helped Azimo build an internal brand that reflected the company’s values and the needs of its people.

Challenge

When Azimo opened a new office in Kraków, the risk was a bland, corporate internal brand that wouldn’t resonate with staff. The goal was to create a culture employees believed in and enjoyed — one that reflected Azimo’s values but also felt authentic to its people.

Approach

Partnering with HR, I ran workshops with local staff and developed three guiding principles:

• Make it local: “We’re in Poland, not Palo Alto.”

• Make it fun: “We’re humans, not robots.”

• Make it real: celebrate Azimo’s values, but make space for life beyond work.

This inspired a series of witty, culturally resonant internal campaigns, from corridor posters to kitchen activations, designed to bring Azimo’s culture to life.

Impact

The initiative became part of a wider employer branding programme that contributed to an 85% staff approval rating and a 4.5★ Glassdoor score, helping Azimo attract and retain top talent in a highly competitive fintech market.