Case Study: FUJIFILM Diosynth Biotechnologies unites and energizes its workforce with Emotive Brand

FUJIFILM Diosynth Biotechnologies unites a global workforce across 3 countries with Emotive Brand

The customer, FUJIFILM Diosynth Biotechnologies (FDB), was a global biomanufacturer experiencing major growth and expansion. This rapid growth created a challenge in uniting its global workforce and driving recruitment and retention. To address this, FDB partnered with the vendor, Emotive Brand, for a people branding engagement that included employer branding, verbal branding, and brand activation services.

Emotive Brand developed a unifying "people brand" strategy centered on the concept of "Genki," a Japanese word for passion that FDB uses internally. The solution included a new visual identity with a signature Genki mark, a compelling shared story, and a suite of recruitment materials to attract talent. The vendor helped FDB translate its internal culture into an authentic brand that could be embraced internally and externally. As a next step, Emotive Brand is continuing its partnership to socialize and activate the new brand across the global employee base.

Fujifilm Diosynth Biotechnologies