Fortune Brands Connect: Naming and Branding an Employee Communications App

OBATA named and branded Fortune Brands’ employee communications app — from naming strategy and identity development through launch campaign materials — achieving a quarter of all targeted associates on the platform within 18 months.

Fortune Brands Home & Security — whose brands include Moen, Master Lock, Therma-Tru, Fiberon, and MasterBrand Cabinets — needed a mobile communications app capable of reaching associates across manufacturing facilities, distribution centers, and remote locations. These traditionally hard-to-reach employees represented the majority of the company’s workforce and the greatest communications gap.

Fortune Brands engaged OBATA to name the app, develop its visual identity, and create the full suite of launch campaign materials needed to drive awareness and adoption across a global workforce.

WHAT OUR CLIENTS SAY

“After the first 18 months of launching Connect: More than 5,000 associates, or a quarter of all targeted associates, have Connect.”

Jen R.
Director of Communications

Naming, Identity, and Launch Materials

Naming, identity development and creating campaign assets were our first steps prior to the app’s launch.

Driving Awareness and Adoption Across a Global Workforce

Strategy

• Explore naming approaches — the strongest and most relevant naming opportunities were descriptive and literal of the app’s capability
• Develop communication materials and templates to help the company create awareness and educate employees about the app’s purpose and benefits and promote ongoing engagement with the app

Approach

• First, we visually explored several name and app icon options and collaboratively distilled options down to two distinct names and identities. OBATA explored several naming approaches before distilling options to two distinct names and identities. After A/B testing with employee representative teams, “Connect” was selected for its clarity and resonance across a global, multilingual workforce.
• Working closely with FBHS’ communications team, Obata then created identity reproduction assets and campaign support materials to dovetail with the company’s communication launch strategy and schedule.
• Communication materials included banners, flyers, posters, postcards, table tent cards, stickers, TV slides, and giveaways such as pens and t-shirts.

18 Months After Launch: A Quarter of All Associates on Connect

Fortune Brands’ associates appreciate getting information when and where they want, and the added visibility to the broader Company enables them to connect their work to our purpose.

The Connect app generates real-time, two-way feedback by allowing associates to voice feedback through comments and polls.

After the first 18 months of launching Connect:

• More than 5,000 associates, or a quarter of all targeted associates, have Connect
• 70% of our users are manufacturing or remote workers
• There were nearly 600 Super Users — people who visit the app nearly every single day to get the latest FBHS information.

Through the Connect app, Fortune Brands is able to:

• Acknowledge and celebrate safety milestones, as well as post reminders about safety and cybersafety practices
• Highlight volunteerism and community partnerships
• Recognize team and individual achievements
• Encourage associates to take advantage of our many company‑sponsored benefits and financial health programs
• Share business results and announcements

WHAT OUR CLIENTS SAY

“Connect allows us to reach associates — including the traditionally hard‑to‑reach associates in our manufacturing and distribution centers — with timely, targeted information about their location and the business.”

Jen R.
Director of Communications

Organizations partner with OBATA for brand naming, identity development, and launch campaigns that drive measurable adoption and engagement. OBATA’s branding work is part of an integrated communications practice spanning brand strategy, visual identity, and internal corporate communications.