Case Study: 2U unifies global culture and strengthens employee connection with Brandemix

2U unifies global culture across four continents with Brandemix

The customer, 2U, faced a cultural challenge after a period of rapid growth through acquisitions and a shift to a remote-first model. This expansion fragmented its once tight-knit culture across a global workforce. To address this, 2U partnered with the vendor Brandemix on an employer branding initiative to define and activate a unified global Employer Value Proposition (EVP).

Brandemix conducted extensive research, including surveys and focus groups, to develop a clear EVP: "All In. On Purpose." This was supported by four cultural pillars designed to rebuild connection and consistency at scale. The solution provided 2U with a scalable framework and shared language for its mission, which was crucial for improving global alignment and employee retention.

2U