Unternehmens- und Arbeitgebermarke mit spürbarer Wirkung in der Organisationskultur und im öffentlichen Raum
Winner
Excellent Brands
Non-Governmental Organizations and Public Affairs
Details
Straßen.NRW has over four thousand of employees who are shaping the future of mobility in North Rhine-Westphalia (NRW). As a state-owned organization, it fulfils a key public mandate: ensuring safe and sustainable mobility in NRW. Based on secondary analyses, quantitative research, as well as qualitative interviews and surveys, a brand identity was strategically defined that clearly communicates the organization’s societal value both internally and externally. The claim “We build roads for life” creates trust externally and provides employees with orientation and a sense of purpose. In 2024, 68% are proud to be part of Straßen.NRW.
The Jury‘s Statement
Following a profound organisational turning point, Straßen.NRW redefined its public mandate in strategic brand terms and gave it clear direction internally and externally. The guiding idea “Wir machen Straßen fürs Leben” (“We make roads for life”), developed on the basis of research and participation, connects infrastructure responsibility, employer promise and cultural change within a resilient framework. The brand unfolds its effect not only in communication, but equally in leadership, internal formats and recruiting. This creates a publicly relevant profile that provides orientation and strengthens identification.
