When Henkel's global HR department sought a rebrand, my team at RCKT and I developed a new strategic framework built on a single, powerful idea: "For those who step up."
The concept was designed to attract top talent who thrive in a performance-driven, inclusive culture. My role was to craft the central brand story—one that connects Henkel's legacy with the digital future and celebrates HR's role as an enabler of their people. After presenting this strategy to global HR leaders, I translated it into tangible assets, including all-new website copy and job ads.
Years active:
2019 - 2020: Senior Copywriter & Conceptor at RCKT. (a Dentsu Creative Company)
Credits:
Consulting Partner: Lisa Teicher
Creative Direction: Andrea Cadorin
Art Direction & Design: Eva Nerea Àlvarez, Joanne Schwarz, Laura Mascarenhas
Copywriting: Anne Strandt