Tatneft (Welcome Pack)

A motivational welcome pack designed for new employees, reflecting the company mission “Creating energy for life and new solutions for a sustainable future” and five core corporate values.

Challenge

The existing welcome materials lacked visual coherence and a unified brand language. Across different departments and formats, the design felt fragmented, outdated, and disconnected from the company's mission and values. With a diverse workforce spanning four generations — from Gen Z to Baby Boomers — and two distinct employee groups (office staff and field workers), the task was to create a single, emotionally resonant package that would speak to everyone equally, while reinforcing corporate identity from Day 1.

Results

I approached this by designing a cohesive, value-driven welcome pack that:

• Addressed the full spectrum of employee personas — from Gen Z to Baby Boomers, and from office staff to field workers

• Delivered a positive first impression while accelerating new hire onboarding and adaptation

• Sourced and managed all external contractors, presenting a complete turnkey solution to the client

• Delivered the full project under budget while exceeding the original scope expectations