Mitsubishi Electric Employer Brand Identity

Employer branding that connects with your workforce.

Challenge

As a multi-disciplinary operation with 850+ employees, Mitsubishi Electric UK (MEUK) required a cohesive and distinctive employer brand identity for their People Team’s internal communications and recruitment marketing.

The challenge was threefold: align with established corporate guidelines while introducing an original, flexible and recognisable identity to create standout; develop a framework capable of maintaining consistency across multiple communication channels and sites around the UK; and deliver a strapline and brand toolkit that would embody the company’s ethos while engaging both current and prospective employees.

Solution

Oyster crafted an innovative branding solution, leveraging best practices to develop a unique identity under the theme of “people pathways.” This concept symbolised MEUK’s six divisions working together as a unified team while recognising individual staff contributions. The visual identity featured fluid pathway graphics representing flexibility and career progression, paired with flat graphic styling that reflected Mitsubishi Electric’s precision and quality.

A comprehensive brand toolkit was created, including an extended colour palette, supporting graphics, and a suite of icons, ensuring consistent application across various materials. To attract talent, a candidate brochure provided an engaging overview of MEUK’s divisions, work culture and employee benefits. Internally, bespoke assets such as screensavers and posters reinforced the company’s vision and values across all UK sites.

The strapline “Passion to succeed. Room to grow.” played a pivotal role in encapsulating the essence of the new brand identity. Designed to be succinct yet impactful, it underscored the dual commitment of Mitsubishi Electric: fostering an environment where employees can excel professionally and providing the space and support for personal and career development. By making two clear, factual statements, the strapline resonated with both existing employees and potential candidates. It was important to reflect the organisation’s ethos as a dynamic and forward-thinking workplace, highlighting its passion for excellence and its dedication to cultivating talent. This balance between ambition and opportunity helped reinforce the company’s appeal as an employer that genuinely invests in its people.

Oyster’s creativity and dedication have transformed our employee engagement brand, making it fresh and fit for the future.

Cheryl Cox

Communications Specialist, Mitsubishi Electric Europe

Results

The branding initiative was delivered on time and within budget, successfully rolled out across ME UK’s 12 UK sites.

Employees responded positively to the new identity, appreciating its alignment with the company’s values and its modern, cohesive presentation. Feedback from other Branches across Europe was equally encouraging.

This initiative reinforced MEUK’s reputation as a forward-thinking employer, presenting a dynamic workplace with genuine opportunities for personal and career growth. It has set a strong foundation for future recruitment and internal communications efforts, fostering a sense of unity and pride among employees.