HOLMEN
Communicating change through story, not corporate language.
When Holmen brought its paper and paperboard businesses together under one unified business area, the challenge wasn't just announcing an organisational change—it was helping customers understand what the change meant for them.
We were commissioned to create a series of films and photographs that introduced the new direction while reinforcing the strength of the combined offering.
“The best corporate communication doesn't explain organisational charts—it explains why the change matters to the people using your products.”
The Challenge
Corporate mergers and organisational changes often result in communication that focuses on structure rather than value.
Holmen needed a story that explained the benefits of bringing two business areas together without losing the human side of the brand.
The Solution
Instead of producing a traditional corporate announcement, we created a visual story built around craftsmanship, materials and the people behind the products.
The campaign combined photography and film to showcase the breadth of Holmen's offering while expressing the company's values through authentic, carefully observed moments.
The material also served as Holmen's annual Christmas greeting, giving the campaign a longer life than a single internal announcement.