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Employee Welcome Kit

The Brief

Curated Customization: Rethinking employee engagement in the world of personalisation

Maersk – the shipping giant, approached us to improve employee engagement for new Maersk Tech employees. The goal was to create a welcoming experience for the new employee by equipping and empowering them with products for a long, prosperous career at Maersk.
We believe word-of-mouth is the strongest channel of marketing, and employees are the brand ambassadors of their company.


Industrial Design
Market Research
Concept Generation
Graphic Design
Sourcing and Procurement
Quality Checking



The Brief

Rethinking Employee Engagement

First impressions last. How do we create an experience of pleasant delight for an employee joining one of the largest shipping companies in the world? How do we make employees feel they’re a part of a family? What can we do to make a new employee feel valued and appreciated from the moment they begin their employment?

maximising brand recall

Many a time, it’s not just the employee that’s part of the company. The employee’s friends and family also become an extended part of the company. What can we do for Maersk to maximize brand recall among employees and their social circles?

Onboarding while working from home – How can we create a physical experience of joy for employees who have gone through an entirely digital hiring and onboarding process? Only 12% of employees agree that their company does a good job of onboarding new employees.

Benefits, company mission and values are among the top 5 things potential hires look at while accepting an offer. According to recruiters, the biggest cause of rejected offers (32%) is potential hires accepting another offer.
How can we give Maersk’s offers the Wow factor, to enhance offer acceptance rates? 69% of job seekers are likely to apply to a company that actively manages its brand. How do we deliver a Maersk-branded experience for a new employee?

The number one reason why employees quit is a lack of appreciation at their current job. 79% of employees who quit claimed this was a major reason for leaving. 51% of those with jobs are searching for new openings. How can we increase employee retention by making employees feel appreciated and valued?

87% of organizations cite culture and engagement as one of their top challenges, and 50% call the problem “very important.”

GIF showing various items when Analogy did ideation and brainstorming session for the Maersk welcome kit

Setting Sail

We began by designing the employee welcome kit that a new employee receives on their first day at Maersk. We identified and built user personas for the target employee group from Maersk Tech. Based on the persona, we curated a collection of products along various themes like sustainability, technology, health and bespoke design.


Smooth Sailing

We identified the Maersk shipping container as the imagery that people all over the world think of when “Maersk” is mentioned. Everyone has seen rows of white-grey containers with the Maersk logo boldly plastered across the front, neatly stacked on ships, or behind a truck on the road.

The simple Maersk container became the inspiration and starting point for our design direction. Even though the employees are not directly working in shipping and container logistics, it was important to maintain the imagery of the container to maximize brand recognition and recall among employees and their friends and families.

Maersk Welcome kit with A6 notebook and wireless charger
How cables are neatly tucked inside the tech organizer which you will get with the Maersk welcome kit
Maersk welcome kit items present in this layer are the following: Bluetooth tag, tech organiser, MI band, Phone stand
Maersk welcome kit: N95 masks
Maersk Welcome kit items present in it are the following: Bottle, pencil, pen, nightlamp, earbuds, charger
Maersk welcome kit: Laptop stickers

Choppy Seas

After multiple rounds of back and forth, we finalized the list of items going in the welcome kit. These items were based on the themes of technology, electronics, daily essentials for techies, and health.

Core Features

Testing The Waters

A journey of a thousand welcome kits begins with a single prototype. In our case, it was 16 prototypes – each with different printing styles, graphics, build qualities, placement of items, and various lid constructions.

Various ways of opening the lid for delightful unboxing

Maersk welcome kit: Unboxing experience
Maersk welcome kit opening mechanisms.
Graphics designed for Maersk employee engagement box
Maersk welcome kit graphics
Core Features

Layered experience

Unboxing a new product can be a layered experience that engages multiple senses and emotions. The process of unwrapping the packaging and revealing the product can be exciting and stimulating. The packaging design and materials, such as the texture and weight of the box, can add to the experience.

Core Features

Textured Printing

Textured printing is a printing technique that creates a physical texture on a printed surface, adding depth and dimension to the design. This can be achieved through various methods, such as embossing, debossing, or using special ink or paper to create a textured effect. Textured printing can enhance the tactile experience of printed materials, making them more visually and physically appealing.

Details of Maersk employee engagement box
What's in the box?
Welcome to Maersk message

All On Board

Tech Kit for Onboarding

Unboxing the Maersk Welcome Kit was a multi sensorial experience. 1,000 employees across two continents received the kits as part of their onboarding into Maersk. Numerous LinkedIn posts with images of the Welcome Kit from happy employees praising Maersk followed.

Maersk received raving reviews from employees who were proud to join a company that recognised their value.


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