{"id":775,"date":"2026-10-08T06:31:27","date_gmt":"2026-10-08T04:31:27","guid":{"rendered":"https:\/\/www.mariaelenaluccerini.com\/?page_id=775"},"modified":"2026-11-13T10:01:45","modified_gmt":"2026-11-13T09:01:45","slug":"d-circle-organisational-identity-positioning","status":"publish","type":"page","link":"https:\/\/www.mariaelenaluccerini.com\/en\/case-studies\/d-circle-organisational-identity-positioning\/","title":{"rendered":"D_CIRCLE \u2013 From four businesses with distinct identities to one recognisable, coherent organisation"},"content":{"rendered":"\n
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\u2190  Case studies and insights<\/a><\/p>\n\n\n\n

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CASE STUDY   \u00b7   #MERGER   #IDENTITY<\/p>\n\n\n\n

From four businesses with distinct identities to one recognisable, coherent organisation<\/h1>\n<\/div>\n\n\n\n
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\"\"\"\"<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
\"The<\/figure>\n\n\n\n
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CLIENT<\/p>\n\n\n\n

D_CIRCLE<\/strong><\/p>\n<\/div>\n\n\n\n

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SECTOR<\/p>\n\n\n\n

Software and systems integration<\/strong><\/p>\n<\/div>\n\n\n\n

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PARTICIPANTS<\/p>\n\n\n\n

15 people from four businesses, with different roles, functions, levels of seniority and generations, including the CEO and business owners<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Objective<\/h2>\n<\/div>\n\n\n\n
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Build a shared identity and position<\/strong> across four businesses with different histories, cultures and ways of working, creating consistency in the market and a common foundation for working as one organisation<\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Key activities<\/h2>\n\n\n\n
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01<\/p>\n\n\n\n

Joint exploration of identity, customers and the value to bring to the market<\/p>\n<\/div>\n\n\n\n

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02<\/p>\n\n\n\n

Discussion of the relationship between identity, stated values and everyday behaviours<\/p>\n<\/div>\n\n\n\n

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03<\/p>\n\n\n\n

Review and comparison of processes, documents, tools and communication practices<\/p>\n<\/div>\n\n\n\n

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04<\/p>\n\n\n\n

Identifying differences and the main areas for improvement<\/p>\n<\/div>\n\n\n\n

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05<\/p>\n\n\n\n

Turning the reflections into shared priorities and actions<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Outcomes<\/h3>\n\n\n\n

<\/span>A shared identity and position<\/strong> for the new D_CIRCLE brand<\/p>\n\n\n\n

<\/span>Priority target audiences, value proposition and key market messages defined<\/strong><\/p>\n\n\n\n

<\/span>Marketing objectives aligned with commercial objectives<\/strong><\/p>\n\n\n\n

<\/span>Values translated into observable behaviours<\/strong> in everyday work<\/p>\n\n\n\n

<\/span>Shared improvement priorities<\/strong> for processes, tools and internal communication<\/p>\n\n\n\n

<\/span>A shared operational plan<\/strong> with objectives, actions and responsibilities<\/p>\n<\/div>\n\n\n\n

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New capabilities<\/h3>\n\n\n\n

<\/span>Bringing different histories, generations, functions and perspectives into dialogue<\/strong><\/p>\n\n\n\n

<\/span>Building shared understanding without eliminating disagreement<\/strong><\/p>\n\n\n\n

<\/span>Connecting identity, the market and internal operations<\/strong>, and recognising how they influence one another<\/p>\n\n\n\n

<\/span>Turning differences and different points of view into shared priorities and choices<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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A brand is credible externally when it is built and recognised internally.<\/h2>\n<\/div>\n\n\n\n
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TESTIMONIAL<\/p>\n\n\n\n

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\u201c<\/p>\n\n\n\n

It was a discussion involving a significant part of the business. It gave us the chance to pause, listen to one another, take stock of who we are today and understand what we want to become. The process brought out ideas, initiatives and priorities. But more than that, it brought our identity into sharp focus.<\/p>\n\n\n\n

Martina Vaccaro<\/p>\n\n\n\n

Marketing Manager, D_CIRCLE<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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From the workshop<\/h2>\n\n\n\n
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\"Three<\/figure>\n\n\n\n
\"Three<\/figure>\n\n\n\n
\"Sticky<\/figure>\n\n\n\n
\"Three<\/figure>\n\n\n\n
\"Sticky<\/figure>\n\n\n\n
\"Four<\/figure>\n\n\n\n
\"Two<\/figure>\n<\/figure>\n<\/div>\n\n\n\n
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More case studies<\/h2>\n\n\n\n
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#HEALTHCARE  #SYSTEM<\/p>\n\n\n\n

From distributed expertise to system-wide capability across Italy\u2019s major hospitals network<\/a><\/h3>\n\n\n\n

Read the case study  \u2192<\/span><\/span><\/p>\n<\/div>\n\n\n\n

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\"\"\"\"<\/div><\/div>\n<\/div>\n\n\n\n

#INNOVATION  #SOFTWARE<\/p>\n\n\n\n

From competition to the shared design of new software that supports everyday work<\/a><\/h3>\n\n\n\n

Read the case study  \u2192<\/span><\/span><\/p>\n<\/div>\n\n\n\n

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\"\"\"\"<\/div><\/div>\n<\/div>\n\n\n\n

#EDUCATION  #WORK<\/p>\n\n\n\n

From the gap between education and work to a training proposal co-designed by universities and businesses<\/a><\/h3>\n\n\n\n

Read the case study  \u2192<\/span><\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Is your organisation<\/span> facing a similar challenge?<\/h2>\n\n\n\n
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If a case study or article has helped you recognise a dynamic in your organisation, we can start there, explore it and work out how to address it together.<\/p>\n<\/div>\n\n\n\n

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Let\u2019s talk \u2192<\/span><\/a><\/div>\n\n\n\n
View the other case studies \u2192<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u2190  Case studies and insights CASE STUDY   \u00b7   #MERGER   #IDENTITY From four businesses with distinct identities to one recognisable, coherent organisation CLIENT D_CIRCLE SECTOR Software and systems integration PARTICIPANTS 15 people from four businesses, with different roles, functions, levels of seniority and generations, including the CEO and business owners Objective Build a shared identity and […]<\/p>\n","protected":false},"author":1,"featured_media":319,"parent":740,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"mel_topics":"Facilitation, Identity and 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