Joel Cogger

Engage + inspire 400 employees?

Can do.


Nissan Australia

PROJECT

Brand Week


CLIENT

Nissan Australia


ROLE

Creative Direction

Graphic Design

Copy + Content

Brand Identity

Video + Motion

To empower and educate over 400 Nissan staff, my team and I created a 5-day Brand Week experience held at Nissan HQ. Balancing keynotes with kicking the footy, training sessions with treasure hunts, and group workshops with games and competition, Brand Week was a choose-your-own-adventure for staff exploring Nissan’s DNA, values and new brand proposition — ‘Can Do’


Starting with a graphic ‘Can Do’ identity based on Nissan’s energy cycle, we created a pre-comms campaign leading up to one Monday morning in May, when 400 employees walked into their office to find the space had been completely transformed. 


We launched the festival with a stunning keynote, and then inspired the team with a ‘Can Do’ brand film—all designed, scripted, directed and edited by our team. We gave each staff member a Brand Week passport, mapping out their unique journey around HQ, along with a program of inspiring sessions to attend—hosted by Nissan’s partners, leaders across industries and even a few elite athletes—and a scavenger hunt of the experiences to engage with that week.


Conference rooms became audio quiz shows. Boardrooms were turned into galleries of famous—and infamous—brands. Common areas became interactive exhibitions of Nissan’s DNA. 

We began with a simple concept — the ‘energy loop.’ Based on Nissan’s revolutionary back-to-grid technology, it illustrated the way Nissan empowers the people who power the brand.


Building on the core ‘energy loop’ concept, we distilled the Can Do values into four key symbols.


We then created patterns for each Can Do personality, applying them across digital and environmental graphics.

More than just a presentation or a launch, Nissan Brand Week was playful and engaging, as staff learned by doing and absorbed the ‘Can Do’ idea in every touchpoint.


Instead of a mandatory training workshop, we created an exciting, sensory ‘festival’ experience for Nissan’s employees and connected them to a new brand purpose and promise. 


And most importantly, every team member in the building left believing that there’s something they ‘can do’ to achieve these goals.

We scripted and created a ‘Can Do’ film to launch Brand Week.

This experience was created with the incredible team at Neonormal