Cabinetworks Group is the largest privately held cabinetmaker in the U.S. Formed in 2020 after several rounds of acquisitions, Cabinetworks’ creation brought 16 distinct brands – and former competitors – under one roof. Fragmented by the pandemic and a mixture of company cultures, Cabinetworks tasked us with a unique challenge: unifying their 8000+ employees with a clear sense of identity, purpose and direction. With laser focus on people and positioning, our extensive interviews and thorough competitive analysis revealed the missing link. Cabinetworks needed a higher calling – one that could harness the optimism of their employees and differentiate them within the market. We helped them develop this calling into a brand promise, core narrative and brand strategy that would define their purpose and unify their workforce in over 25 locations nationwide....
A series of mergers left Cabinetworks Group struggling to define its culture and identity. Seeking to motivate its newly combined workforce, the company took a talent brand approach — holding workshops for employees to reflect on their jobs and perspectives. These revealed talented craftspeople passionate about quality, as well as other insights that would help both differentiate and improve the employee experience. And a key insight rose to the top: Cabinetworks’ own employees were the ones bringing kitchens to life daily with their hands-on work. Putting these craftspeople at the heart of the employer brand promise would give them ownership and motivate them as the embodiment of Cabinetworks’ reason for being.
With Cabinetworks’ newly defined Brand Promise and EVP in hand, we crafted a launch and ongoing comms plan focused on three human-centered goals: boost awareness and understanding of the new Cabinetworks identity, enhance employee involvement and foster advocacy. Our strategy? A year-long, 360-degree program blending events, tactics, and activities to embed a new culture across all facilities. Hitting on seven key activation strategies, our multi-channel approach aimed to make every employee a champion for authentically living the brand....
