At the heart of it all was a simple, powerful idea: “A career with us is about more than you imagine.” It became the spark for a story that captures the purpose, pride, and opportunity that define what it means to work at Kuehne+Nagel.

Stories for a global audience

As one of the world's leading logistics companies, Kuehne+Nagel moves goods by air, sea, and road and offers warehousing solutions worldwide. But beyond business impact, they wanted their employer brand to connect with employees and candidates on a personal, meaningful level.

Kuehne+Nagel had already decided on the umbrella concept “More than you imagine”. Our task was to bring it to life through a creative idea that could scale globally while remaining consistent across roles, regions, and cultures.

The creative idea shines a light on the often unseen but vital role logistics plays in everyday moments around the world—from life-saving medicine and sensitive semiconductors to coffee beans and flowers, the storytelling reveals the care and precision behind every step of the logistics chain. It recognizes that every delivery touches someone’s life, and that behind every delivery is a story of care, precision, and purpose.

A creative framework that makes the brand visible

‍To support the rollout of the concept, we developed a toolkit of creative assets that make the new employer brand visible throughout the candidate and employee journey. A clear funnel outlines which elements are used where, systematically guiding candidates through their journey. From job adverts and presentations to social content and brochures, the story is told clearly and confidently wherever the brand is encountered.

We also designed internal engagement touchpoints—from digital screens and office posters to onboarding toolkits and login screens that serve as daily reminders of the real-world impact of employees’ work. Over time, the narrative can evolve, continuously enriched with new stories and content that keep the message clear, relevant, and fresh, bringing employees closer to the company and its shared values.

The stories Kuehne+Nagel can now share highlight the global impact of its people—reminding them that their behind-the-scenes work contributes to far more than they imagine.

Team Futureworks: Philipp Rafler, Valentina Röschli, Vanessa Landolt, Charlotta Falk
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Team Kuehne+Nagel: Claudia Harms, Beatriz Rodriguez, Kwasi Davy-Adjei, Catherine Barney, Reto Parolini

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