How AS Watson brings 30,000 colleagues closer together

AS Watson asked us to create an employee magazine that unites all colleagues; from store to DC to office, in both the Netherlands and Belgium. Not corporate, but personal. With stories in which colleagues recognize themselves. With space for honest stories and genuine pride.

We developed Watsgoingon: a fresh, optimistic format with its own design and editorial direction, independent from existing brand guidelines. The magazine is grounded in reader research and powered by an Online Editorial Team of eight colleagues representing every corner of the organization.

The magazine highlights what drives colleagues: passion, commitment, teamwork, craftsmanship and innovation. Its red thread: PRIDE. Each edition is rooted in the workplace, with themes emerging from where the work really happens. Watsgoingon delivers depth and emotion, while WatsOnline provides up-to-the-minute news and interaction. Together, the channels reinforce each other.

The magazine also features special editions on topics such as sustainability and vitality, and plays a key role in onboarding new colleagues. Its popularity is reflected in AS Watson’s refreshed brand identity and internal manifestos (both design and copy). Colleagues receive Watsgoingon at home as a gift, so even family members can read along.

In two years, engagement rose from 67% to 74.1%. Meanwhile, 96% of colleagues read the magazine and the average reader rating is 8.1.