The Hyundai Way.
©2025
Turning the company's strategic plan into a shared narrative, identity and digital experience for the teams responsible for bringing it to life.
What we do
Strategic Design
Research
Branding
Consultancy
Research
Branding
Consultancy
Overview
Hyundai had defined a new global strategic plan, setting the direction for the company over the coming years. Bringing it to life would require the involvement of its teams: understanding the vision, making it their own and putting it into practice in their everyday work.
In Spain, the People & Culture team launched an internal communications initiative to bring the plan closer to employees across the company and its dealer network, with the annual convention as a key moment in its launch. The challenge was to make that direction clear and help people understand the part they would play in it: why their contribution mattered and how working together could turn global objectives into tangible results.
The annual convention offered an ideal opportunity to build that connection. But it needed a narrative that could bring the company's vision closer to the people responsible for delivering it, and sustain that connection beyond the event itself.
Putting the team at the heart of the story
We worked with Hyundai to build a narrative around one central idea: the company's achievements depend on its teams' ability to move forward together. This approach brought the strategic plan closer to employees by focusing on their individual contributions and recognising them as active participants in a shared direction.
That decision shaped the entire communication strategy. The invitation, messaging and event content all needed to communicate the same direction, placing the value of collective effort at the centre. The annual convention would bring that narrative together, as part of a communication journey that began before the event and continued afterwards.
Hyundai Way: bringing an idea to life
We created Hyundai Way as the concept behind this shared approach to moving forward: the team as the driving force behind the company's achievements, and the ability to accomplish together what individuals could not achieve alone.
The concept was supported by its own visual identity and the message “One team / One vision / One purpose / One strategy”, expressing the shared direction through four complementary dimensions.
Together, the concept, narrative and identity formed the foundation of the internal communications and shaped the entire convention experience, from the initial invitation to the activities during the event.
Starting the event before it began
Team engagement needed to start with the invitation itself. We wanted to introduce the key elements of the company's new direction and make clear why Hyundai was counting on its people to deliver it. The aim was for teams to arrive at the convention with an initial understanding of the strategy and the importance of their role at this key moment for the company.
The websitewas the first introduction to Hyundai Way. We designed an immersive digital journey that brought the narrative to life and built anticipation, inviting attendees to experience the event before it even began.
The landing page also served a practical purpose, bringing together event information and registration in one place. Data collection, coordinated with the travel agency, helped manage travel and accommodation arrangements through a single point of contact.
A shared reference for the journey ahead
The convention gave momentum to a vision of teamwork that needed to carry through into everyday working life. Hyundai Way provided a shared language for expressing that approach and a reference point that teams could return to whenever needed.
After the event, we developed a second website bringing together the strategic content and materials from the convention. Teams could revisit the ideas presented and access resources to share with others. Photographs and videos also captured the collective experience of the event.
A concept the company has made its own
Hyundai adopted Hyundai Way as a reference for its internal communications and has continued to use it at conventions and in other contexts focused on the value of teamwork. PLASTIC has worked with the company across two consecutive editions, maintaining continuity in both the concept and its visual identity.
The project also established a digital framework that helps reduce the administrative workload for event organisers. By centralising registration, organising attendee information and simplifying coordination with the travel agency, it reduces manual work and errors. A solution that brings communication and organisation together in one connected experience.
Brands are built from within, too: the importance of internal branding
Employees are essential stakeholders in any company, as well as ambassadors for its brand. Through their decisions, relationships and ways of working, they give credibility to what the organisation promises and influence how it is perceived externally.
That's why they need a narrative that connects strategy to their everyday reality: one that helps them understand where the company is heading, recognise their contribution and share a common understanding of how to act and communicate that direction. This sense of connection grows when the company involves its people and recognises the importance of their contribution to collective achievements.
Internal branding gives expression to that connection. When narrative, design and experience are guided by the same intention, every element helps make it tangible. With Hyundai Way, the role of the team became a message with its own identity, a shared reference that reinforces the idea that the company's objectives can only be achieved by working together.
