Bringing Transformation to the Front Line

Insights

Meeting employees where they are.

To reflect Vueling Transform's mindset and culture of transformation across the organization, the Other Tomorrows team envisioned and prototyped a kit of storytelling materials designed to travel and bring the Transform presence to the front line across their main airport hubs, partner sites, and corporate offices.

Our team created this toolkit and its materials with three distinct roadshow modes in mind: (1) a one-day activation that could travel across Vueling bases and partner locations, (2) a semi-permanent installation in one of the crew rooms, and (3) a connected digital hub that augments this spatial experience and allows employees to engage with the Transform campaign from any location.

Taking a break together and fueling up to transform.

To engage Vueling employees, our team wanted to craft a communal experience that engaged Employees with the Transform content. We designed the entire experience around a beloved ritual: taking a break and sharing a cup of coffee together, whether it's a pause from your shift at the airport if you're a frontline worker or stepping away from a jam-packed schedule at a managers’ retreat if you're a corporate employee.

The mobile setup included every component to replicate the much-loved atmosphere of coffee breaks prevalent at Vueling and in the broader context of Spanish/Mediterranean culture. The toolkit contained everything from process maps and foundational collateral to flat-pack seating and a coffee machine—allowing the team to carry a Transform coffee break anywhere. Our approach ensured that the spirit of sharing, learning, and participating in the Transformation campaign was available to every employee, making every setting a potential space for engaging in transformation and shaping the organization.

Solution

Transform On The Go—employee engagement in a suitcase

‍Designed for the Field First: The roadshow prioritized a "field first" approach. It revolved around field operations and crews, actively engaging frontline employees who play a pivotal role in the success of transformation efforts.

‍Portable and Designed to Travel: This kit was built to travel and last. It is deployable, reconstructable, and easily set up and taken down by a single person at more than eight airports, Vueling HQ, and external partner sites.

‍A Modular and Flexible System: The experience was scalable and flexible, able to adapt to different spaces and audiences as needed. It can support temporary or semi-permanent installation.

‍A Wall that Transforms: To reinforce the message of transformation and commitment to a culture of change, our team designed a lenticular wall that transforms as you walk by it. This wall served both as a backdrop for events and photo calls and as a dynamic storytelling platform where employees could learn about their collective achievements and how they are transforming the organization.