Superdry has confidence in their culture. Unlike other businesses who struggle to articulate what they’re about, Superdry needed to document what was already strong within the brand and company. Creating a guide would highlight and showcase the business’ ethos: no matter who you are or where you are in Superdry, you’d be able to thoroughly understand the culture and its roots. Knowing these values and what is expected of you at work helps employees be part of that ethos and Superdry’s continued success - we needed to deliver this in an engaging and on-brand way.
Working closely with the Head of Talent and her team, DNA took the time to explore and understand Superdry’s culture through many conversations as part of the Employee Value Proposition (EVP) project. We were able to utilise the Talent Team’s extensive knowledge and views alongside our research and reviews. As a result, the Superdry Culture Playbook was developed. Incorporating a number of ‘Plays’, the interactive document navigates life at Superdry, as well as expectations, behaviours and values.
Once approved, the Playbook was translated into five other languages to ensure that everyone across the business could access it easily. It has been launched to the business using an animation which we created to summarise and bring the Playbook to life. No matter where you are in Superdry, employees can interact with and articulate the culture, clearly understanding what is expected of them every day.