Project — Culture and Values Manifesto

One of the world's largest commercial real estate services companies, CBRE operates across dozens of markets and thousands of employees, with a culture that had grown complex enough to need a clear articulation of what it actually stood for.

The brief was to develop a Culture and Values Manifesto for CBRE's Finnish operations; a document that could speak to everyone within the organisation, from senior leadership to frontline staff, with the same honesty and warmth. That kind of writing asks something specific, it has to be genuine enough to be believed, clear enough to be remembered, and considered enough not to feel like a corporate exercise.

Working closely with the CBRE team, I researched the organisation's existing culture, conducted insight work to understand how people actually experienced the company's values in practice, and shaped those findings into a document that felt earned rather than imposed.