We developed a corporate responsibility concept for Abloy that highlights the company’s long-term efforts in the areas of social and environmental responsibility. The new communication strategy and visual identity emphasize Abloy’s commitment to sustainable development and reinforce its position as a pioneer in the security industry.
Starting Point
It’s no exaggeration to say that the ABLOY brand is part of Finnish identity. Just about everyone from Hanko to Nuorgam has an ABLOY key in their pocket in one form or another. This has been the case for several generations now. Schoolchildren in the 1980s and 1990s, wearing the traditional ABLOY Classic on a lanyard, even coined a new word in the Finnish language: “key kids.” ABLOY’s established position has been further strengthened by its ability to innovate and remain at the forefront as a developer of digital solutions that enhance ease of use and manageability. It is therefore only natural that ABLOY consistently ranks among Finland’s most respected brands year after year—specifically, in second place in 2022.
Known as a leader in safety and locking systems, the company has also been a pioneer in many ways in the areas of social and environmental responsibility. For decades, the company has carried out successful work to promote workplace safety and employee well-being, as evidenced, for example, Abloy’s Ikämestari program, which focuses on work-life balance and job satisfaction and has been cited as a model example on many occasions. A major development project to obtain ISO 14001 environmental certification was launched at the company a quarter of a century ago, in 1997. The Joensuu plant has been landfill-free since 2017, the district heating it uses is carbon-neutral, and 100% of its electricity has come from renewable energy sources since 2013. As part of the ASSA ABLOY Group, the company has also systematically worked to make its supply chain management and reporting more sustainable.
However, the commendable work done by many different parties came as a surprise. Abloy’s sustainability efforts needed a core concept that would clarify the big picture and tie everything together, as well as a strong connection to the ABLOY brand. In other words, a clear narrative explaining what sustainability means to Abloy, its customers, and its stakeholders, and messages—presented in an easy-to-understand format—about the brand-new carbon roadmap and carbon footprint calculations.
Solution
The impact of Abloy’s operations and the company’s commitment to sustainability were brought into the spotlight they deserved. Rather than relying solely on the Group’s sustainability report, the goal was to speak proudly in Abloy’s own voice—and with a recognizable visual identity—about the company’s goals, strategies, and day-to-day decisions. However, sustainability is not treated as a separate communication theme; rather—just as in our operations—the perspective of sustainable development is closely integrated into all the topics we address.
The first elements to see the light of day were the websites that bring together essential information, the visual elements for online events, and supporting communication materials. Step by step, the theme is becoming more deeply integrated into the ABLOY brand and is naturally becoming an integral part of all internal and external communications.
Results
There was a clear need within the organization for a concise vision and visualized messages regarding Abloy’s approach to corporate responsibility — the initiative was received with enthusiasm both in Finland and around the world, and Abloy employees actively participated in raising awareness of the topic, for example, on social media channels. In addition, Abloy’s marketing team has received additional requests for a wide variety of materials in a continuous stream since its release.
