Confederation of Professionals in Denmark (FTF)
A “Tangible Identity” process – from identity to website
FTF is the trade union confederation for 450,000 public and private employees, making it the second biggest of Denmark’s three main unions and a major actor in the Danish labour market with its representation of three million wage earners.
As a confederation, FTF is an organisation that relies heavily on support from many different stakeholders, ranging from the member institutions to politicians and journalists.
With the aim of sharpening FTF’s profile and communication, framework identity set out to analyse the different stakeholder groups and their expectations and demands of FTF. For this purpose, we developed a card game that allowed us to get concrete results, even in short interviews with busy stakeholders like well-known politicians. We also conducted a competitor and trend analysis that looked at the general positioning parameters of the political landscape around FTF.
The outcome of the complex strategy process with the management group in FTF was one of overall value proposition, focussing FTF’s many offers and services in four roles and a set of values with meaning and relevance to all stakeholders. This core identity is the basis for FTF’s communication platform and website development.
As a result of the new strategic positioning, framework identity supported FTF in conducting a limited-invitation design competition for a new visual profile and corporate design that was suitable for the new strategic profile. Framework identity’s detailed design briefing enabled close links between the strategic management process, the design process and website development.
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