On the occasion of the launch of the new EVP, we worked side by side with Gi Group Holding for over a year, listening, imagining, creating. The result was a collective journey to gather and amplify the many facets of a powerful and deeply human mission: change lives.
And when such a strong declaration enters an organization, it must be exploded, metabolized, rewritten with the words of those who live it every day.
From Nigredo to Rubedo
We named this journey The Becoming, drawing inspiration from the alchemical path known as the Great Work – a symbolic process of profound transformation. It gave us a structure and a rhythm to narrate change. Four phases – Nigredo, Albedo, Citrinitas, Rubedo – to dive into complexity and bring forth a shared, meaningful identity.
Each phase was turned into action:
- Nigredo, deep listening involving managers, recruiters, and talents;
- Albedo and Citrinitas, surfacing and refining core identity elements;
- Rubedo, execution: a narrative and operational plan for internal communication and employer branding.
Archetypes, alchemy, and identity
We met people. Many. Each with a unique perspective on what it means to change lives. We listened to recruiters, HR professionals, managers, and candidates – to gather a full spectrum of insight.
From this, we built a narrative framework – both symbolic and practical. A concept album where every initiative, every piece of content, every workshop plays the same song in a different way. All held together by a shared artefact: the Gi Group Prism, the new identity brought to life.
A culture worth telling (well)
For a global organization like Gi Group Holding, narrative coherence is not just a communication goal – it’s a cultural stance. That’s why we designed a modular narrative structure, able to host all the voices of the Group without fragmentation or friction.
The result is a collective narrative where the new EVP is not a brochure slogan, but a daily practice that crosses cultures, regions, brands, and people.
Because becoming is better than being
The Becoming is not a destination. It’s a method. A lens to revisit and refine identity every time something shifts. Because every organization is always in transformation. And the strongest identities are the ones that are not afraid to become.
