The Code of Conduct – ethics and values, rules and guidelines
How should we behave at work to guarantee everyone feels secure and inspired, and is motivated in the best way possible to contribute to an organisation’s ‘quality of life’ and beneficial influence on society?
Creating and establishing a Code of Conduct is an essential instrument in this regard.
Throughout the forthcoming years, the Emballator Group’s fresh Code of Conduct, created together with Brandperior, will be rolled out organisation-wide for employees in Sweden, the UK, Finland and France. Clear guidelines and a well-established culture are vital for building trust both within and outside the organisation. Altogether, approximately 900 employees across these four countries will be subject to the Code of Conduct.
Below are some key points, observations and knowledge gained throughout the process, from the initial meeting to the final result.
THE EMBALLATOR GROUP
The Emballator Packaging Group forms the Packaging Solutions division within Jönköping-headquartered Herenco. The Emballator Group operates in Sweden, Finland, the UK and France. Eleven distinct units design, produce and market a wide range of packaging solutions. Metal packaging, plastic packaging, tubes and closure packaging are products found across numerous industries and in over fifty countries. In 2024, the group’s turnover reached approximately SEK 2.7 billion and had around 900 employees.
The Foundation for Emballator’s Code of Conduct
Initially, we explored ideas regarding the framework and fundamental values applicable throughout the organisation, originating from ‘The Green Bag’. These values were initiated and established by Lovisa Hamrin for Herenco at a central level, and are beautifully symbolised by stones, pinecones and wooden pieces.
Building on this foundation, alongside additional material, Brandperior created a fresh proposal for the framework and design that would establish recognition for the Emballator group, incorporating specific colours and shapes. The proposal was approved by the project team (Emballator P&C), consisting of Ulrika Andersson, HR Manager, Maria Backlund, Head of Marketing & Sales Excellence, and Maria Edqvist-Schultz, Head of Sustainability.
PRACTICAL APPLICATION OF THE CODE OF CONDUCT
Photography for Promotional Purposes
Across several weeks, Brandperior travelled to Hjo, Mellerud, Ljungby, Växjö and Ulricehamn. With the aim of material showcasing personal and work-related imagery for the Code of Conduct, we prioritised capturing each company’s distinct atmosphere and culture. New photographs were taken of the stones, pinecones and wooden pieces.
“We were very pleased with the imagery produced for the Code of Conduct and have utilised them across various other applications,” says Maria Backlund.
Graphic Design and Accessible Layout
The objective was to create a clear, user-focused design that was easy to navigate, read and comprehend. The Emballator Group’s graphic colour scheme was applied to represent the various chapters:
- Our Core Values lie in the Green Bag
- Strategy for Sustainable Development Strategy
- Rules for Business Behaviour
- IT Strategy for Safe and Efficient Work
- The Code of Conduct in Our Daily Work
“The complete presentation of the Code of Conduct turned out really well. The colour-coded sections enable quick location of relevant chapters, and it appears very educational,” says Ulrika Andersson.
Illustrations and Icons
To emphasise the structure and ensure clarity across all languages, Brandperior also created icons representing the different sections outlined previously. This means visual assets now exist that can be utilised in various presentations of the Code of Conduct and other contexts.
Text Editing and Copywriting
A Code of Conduct holds substantial information and presenting it clearly and briefly whilst respecting various national cultures poses a challenge. The content must function independently in the hands of employees. Brandperior created a proposal for writing text that enhances readability whilst establishing basis for translation into additional languages.
Delivering the core message rapidly beneath each heading matters, both for comprehension and enabling readers to locate information later. It also serves as groundwork for additional presentations, training resources and similar materials.
“Whilst text modifications exceeded our initial expectations, having a linguistically skilled person for discussion proved invaluable, as the resulting content became accessible and straightforward to grasp,” says Maria Edqvist-Schultz.
What pleased Emballator?
“Brandperior maintained clarity throughout the entire process, and this consistency continued during the project. It proved enlightening for us concerning the project’s scale, where we recognised in specific areas that our timeline expectations had been slightly optimistic,” says Maria Backlund.
Additionally, the team believes they have acquired valuable insights for upcoming projects, regarding preparation, user experience (UX design) and the structure of supporting features. One observation highlighted is that involving representatives from different countries early in projects can prove advantageous for incorporating essential perspectives. Not merely linguistically, but also regarding cultural nuances.
What satisfied Brandperior?
Brandperior takes pride in being chosen to create the Emballator Group’s Code of Conduct. “We are enthusiastic about projects where internal marketing reinforces a company’s culture and results in positive perception from an external viewpoint. From Emballator, we gain understanding of the significance of a thoroughly developed set of values, established through extensive and dedicated collaboration,” says Mattias Lundqvist at Brandperior.