Making 10,000 Ferrero employees feel like they are on a mission.

FERRERO — MISSION S/4

Making 10,000 Ferrero employees feel like they are on a mission.

INDUSTRY

Change Management & Employee Engagement

ROLE

Senior Graphic Designer (campaign identity, concept to rollout)

DELIVERABLES

Campaign brand system, Poster series, DEMs, T-shirts & merchandise, Roll-ups, Video content

TIMEFRAME

2025–2026

CHALLENGE

Make a mandatory SAP migration feel like something 10,000+ people were part of.

MY ROLE

Developed three concepts, then extended the chosen retro arcade system across 5 formats, including the "Zero Kelvin" freeze messages.

IMPACT

One identity held for months, market by market.

PROBLEM

SAP S/4 HANA was one of the largest internal transformations in Ferrero's history: a mandatory IT migration touching 10,000+ employees across every business function. Rollouts like this usually arrive as a stream of notices people learn to ignore. The campaign had to make an abstract system change feel like something people were part of, and hold together for months across posters, DEMs (internal emails), T-shirts, roll-ups and video, market by market. Without a strong identity anchor, each piece would look like a different project.

RETRO ARCADE

THE SOLUTION

I developed three concept directions. The retro arcade direction, built in paper collage, was chosen because it mapped directly onto the programme's existing language: 'Our Journey to Next Level' is a game metaphor. The amber-gold and chocolate-brown palette referenced Ferrero's brand world without repeating it. The crumpled paper texture gave warmth to a technically dry subject.

BUILDING THE MISSION

The SAP programme was already being described internally as a journey: stages, milestones, teams levelling up as each market went live. That internal language became the design brief. A retro arcade aesthetic turned an abstract IT rollout into a shared narrative employees could follow, level by level, market by market.

MERCHANDISE AS BELONGING

T-shirts for the programme team carried a role-specific title on the back, turning a rollout team into a cast of characters with a stake in the mission.

THE ZERO KELVIN FREEZE

During the system freeze period, I shifted the campaign into a "Zero Kelvin" register, a sci-fi ice aesthetic of blue frost and gold UI frames that extended the Mission S/4 world into a moment of technical vulnerability. Instead of a generic outage notice, I designed a DEM that felt like part of the same story, keeping instructions clear at the exact moment coordination mattered most.