SES Internal Brand Alignment

Establishing internal brand alignment for a new space company

Overview

Creating a new employee culture that offers space to make a difference

As an important part of a larger rebranding effort, the multi-orbit satellite provider SES acquired Intelsat — combining the companies’ integrated terrestrial and space solutions to connect 99% of the world’s population.

With two legacy brands coming together, SES faced inevitable obstacles to internal alignment. To help shift the company’s mindset from “capacity provider” to “solutions partner,” Sequel created a bold and direct employee-facing campaign that fostered a sense of urgency around the new strategy. Through extensive research and collaboration, we gleaned an essential insight; both legacy teams shared a common goal in making the space-to-ground technology complexities look simple for the customer.

To inform and inspire employees about the brand, we built a messaging platform centered around the new purpose, “Space to make a difference.” From refreshed core values and an employee value proposition (EVP), to a new internal VIBE (Visual Identity Brand Expression) and activation campaign, we delivered a comprehensive internal brand experience that elevates employees to the center of SES’s future-focused story.