LEADERSHIP IN TRANSFORMATION PROGRAM LEADERSHIP IN TRANSFORMATION PROGRAM
PROJECTS

LEADERSHIP IN TRANSFORMATION PROGRAM

Talent & Culture

PUIG. LIT - Leadership in transformation program.
El liderazgo del futuro se construye desde la empatía.

Puig, the world’s tenth-largest beauty group by sales and a global leader in selective fragrances, has a clear ambition for the years ahead: to lead through talent. The brief was to create the identity for an internal and international leadership programme, transversal across all areas and departments. Its goal was to promote a more human, empathetic and supportive form of leadership, capable of guiding and empowering the next generation. It was not about training managers, but about transforming their perspective: from commanding to inspiring, from controlling to supporting.

THE STRATEGIC APPROACH

It is an evolving project towards a more honest form of leadership that puts employees at the centre, with a clear objective of inspiring and sharing knowledge. To achieve this, we created an identity built around its English acronym (LIT: illumination, ignition, vital energy), expressed through gradients that make it feel approachable and welcoming. Formally, it can be interpreted as three human figures, representing diversity, while their rounded endings convey a sense of stability and calm.

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THE SOLUTION

We developed the LIT naming, rich in meaning (light, ignition, inspiration), and built a visual system that embodies what it promises: leadership that cares. The gradients create a sense of closeness, the organic forms work as three figures in constant dialogue, representing diversity, while the rounded endings convey the calm and emotional stability that the programme seeks to foster. The identity was rolled out across every programme touchpoint: training materials, digital platform, internal communications and events.

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THE IMPACT

LIT became a benchmark programme for empathetic leadership within multinational companies in the beauty and luxury sectors. More than 500 leaders trained in the first two years. A 78% increase in empathetic leadership metrics (measured through 360° evaluations). A 34% reduction in young talent turnover. The programme went beyond Puig and became a case study at business schools.

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