Rolls-Royce launched a new vision and strategy to position itself away from being a mechanical engineering company to a technology company focused on championing electrification and putting digital at the core of everything they do. The new vision - ‘Pioneering the power that matters’ - was not only a shift in strategy but also a shift in mind-set, and was supported by a significant external brand refresh by Pentagram. We developed a six-month approach to the launch of the vision and strategy, that would drive awareness and understanding and gain support and commitment for the changes required across the business of 55,000 employees.