When Big Top Manufacturing, a leader in custom fabric shelters, introduced a new mission, vision and values, it needed a way to make them real for its people. With 80% of employees working on the plant floor, traditional digital communications weren’t enough. Big Top needed to reach, engage and inspire a mostly deskless workforce.

Mulberry developed an internal launch campaign built around the theme “Raising the Standard.” Inspired by the company’s own work of raising shelters, the theme symbolized Big Top’s commitment to elevating its culture and performance. 

The campaign included: 

• Campaign logo and value icons 

• A launch video featuring leaders discussing mission, vision and values and plant-floor employees sharing what the mission means to them 

• Banners, posters, and breakroom displays to keep the message visible every day 

• A town-hall presentation and email announcement to reinforce consistent communication 

The campaign united employees behind a shared purpose and gave leaders the tools to reinforce it. The results included stronger cultural alignment, higher engagement on the plant floor and a clearer understanding of how every role contributes to Big Top’s success.