A sense of community with a design to match

How we worked on employer branding, for Altice’s retention team, through a strong visual concept creating the M.A.S.T.E.R community


Naming and Branding


Logo, colors and font


Graphic standards of the new identity


Altice wanted to reinforce the sense of belonging and motivation of the Retention Team: a home away from home. Where workers feel valued, confident and with all the means to fulfill their mission: retain customers. As a starting point, it was necessary to understand what their pains were, motivations and what made them feel united as a team.​


Understanding this need for belonging and community, an exclusive branding and naming project was implemented that mirrored exactly what the team feels, reasons and represents within the company — M.A.S.T.E.R.S. More than a brand, it is a unique way of feeling together with a strong visual concept that tells everyone who they are and what they do.

We created and implemented a strategic concept, aligned with ALTICE’s identity, with the aim of generating a positive perception in the retention team about their workplace.

Some of the words used to describe the team were: friendship, family, togetherness, camaraderie, ferocity and resilience.

Create a sense of community and belonging to the Retention Team, so that they have a greater impact on the company by promoting motivation.

  • What were the main pains of your employees?

  • What did they need to achieve their goals?

  • What makes them feel like part of a team?

  • What motivates them to be better?

“How to describe a M.A.S.T.E.R: Strong, motivated, responsible, tenacious, ambitious, focused.”


Research: interviews and immersion

Design Thinking Methodologies: Affinity Map, “How Might We?”, and the Wall of Ideas

Ideation Workshops: Crazy 8’s and Structured Ideation

“A stronger, more motivated and united team.”


After completing the workshops and analyzing all the insights obtained, we were able to reach some very important conclusions:

  • The feeling of belonging can be achieved through human leadership, which makes the team feel valued, closer and in an informal environment.
  • Meritocracy is a way to inspire to be better and achieve more, building respect between the team and its leaders, as well as personal and professional achievement, contributing to everyone’s success and results.
  • Better feedback means recognizing their efforts by making them feel seen.
  • Healthy competition: daily goals or challenges and information sharing that make the team feel involved.
  • A better support network, rewards, compensation and regular meetings would make them feel united and valued.

As a symbol of union, fellowship, strength and resilience, the M.A.S.T.E.R.S brand was born as a way for the team to feel part of something bigger than themselves. Related to their ultimate goal and day-to-day mission – customer retention – this was a way to respond to the sense of belonging that was needed, as well as a way to visually show everyone how they perceived themselves.

What did they gain with us?

— A safe space for the team to share their ideas, pains, needs and goals so that the team continues to grow and feel more valued and close

— Identity aligned with purpose

— A stronger sense of community and belonging

— Improved feedback and building a support network

Jerónimo Martins

Business consulting , Experience Design


Business consulting , Experience Design

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