TFS • Culture in Motion

With remote work, TFS culture fragmented: each person came to know only their own corner of it.

The six culture pillars didn't come from the top. They came from 291 voices heard in focus groups, from headquarters to field teams. The job was to give them a visual language everyone could see, recognise and carry forward — Culture in Motion. We presented three routes: Resonance, The Path and Kaleidoscope. The choice came from a quiz with the client themselves, and Kaleidoscope won 11 to 3 to 1.

One symbol per pillar

Customer First, Kaizen, Respect for People, Innovation, Learning and Performance each got a geometric form of their own. Alone they work as icons. Overlaid — multiply on the warm tones, add on the cool ones — they form pairs and, together, the mark.

The card deck

One card per pillar: definition, why it matters, the expected behaviours and a space for each person to write what they love most about TFS. Made to pass from hand to hand, the way culture used to.

The leader toolkit

The deck leaders use to bring the culture to their teams: what we heard, the pillars, the culture council, the catalysts and what's asked of each of them.

Every day

Posters, the meeting-room wall and the wallpaper keep the six pillars in view where everyone spends their day.