From idea to identity: Designing a cultural shift.

When Stellantis introduced its internal programme “A Better Me, A Better Us”, our brief wasn’t to design a campaign asset. It was to create an identity capable of carrying a cultural ambition across an entire organisation.

As designers, our task is to express the relationship between individual growth and collective performance in a single, recognisable mark.

This is how we did it:
• Introduced a diagonal built from the geometry of the Stellantis logo, ensuring the identity felt rooted
• Created a device that holds “me” and “us” together
• Simplified the programme name to its core, while maintaining its meaning
• Added a symbol of partnership to humanise the system

Every line, angle and proportion was deliberate. The goal was clarity, scalability and longevity.

The identity now underpins presentation templates, launch materials and the Stellantis UK Hub intranet, supporting seven cultural pillars across the UK business.

Good design doesn’t decorate change. It helps define it.