Doing the right thing


Doing the right thing


Concept development

Design and illustration

Internal comms

2D animation

Marketing collateral

Nammo needed a suite of internal materials to launch and promote SpeakUp, their new internal tool for reporting compliance concerns and misconduct. We developed a creative concept which was rolled out across brochures, posters, handouts and contact cards in seven languages.

The creative process began by brainstorming messaging and visual concepts. It was important for the messaging to emphasise that the new reporting system should be a last resort, as Nammo aims to encourage openness and communication throughout the organisation at a much earlier stage, so this positive notion of togetherness was central to the concepts. Another key consideration was to get across Nammo’s core values of dedication, precision and care, the latter being particularly relevant for this campaign.

We created a conceptual moodboard showing a number of messaging and visual approaches, which included development of an original campaign identity mark that would be the unifying symbol across all materials.

Creating a launch campaign

The core message selected was ‘Do the right thing’, while the chosen visual approach was clean and more text-led, allowing the reader to focus in on the information. The identity mark took the form of a simple check mark with accompanying ‘Do the right thing’ text, reinforcing this key message.

With the visual and message direction agreed, we rolled out this approach across all materials – including a business card-sized handout with each country’s specific contact details and a blank space for employees to write down their unique reference number – as well as a pre-launch presentation for the management team.

We also produced a series of animated GIFs and social media messages for Nammo’s internal communications channel. Continuing the visual approach of the printed materials, each GIF focused on a different key aspect of the campaign: an overall introduction to SpeakUp and the correct reporting procedure, how to leave a phone message, and how to leave a web message.

Taking it global

Once the English language versions of the materials were finalised, they were translated into multiple other languages – Finnish, French, German, Norwegian, Spanish and Swedish – for rollout across Nammo’s markets.

The project was a great opportunity to explore creative options and push the Nammo brand with a striking messaging and visual concept across multiple languages, while clearly retaining the importance of the subject matter.

“The SpeakUp campaign will ensure Nammo achieves our core goal of encouraging open communication and transparency.” – Sissel Solum, Senior Vice President Compliance