KYNDRYL
employer brand
the challenge
Kyndryl, a global IT services leader, needed to bring its new employer value proposition—"progress with purpose"—to life. At the time, they had partnered with another agency to develop the initial strategy, but the creative execution lacked resonance and clarity. The visual identity and messaging didn’t fully reflect Kyndryl’s values or inspire the global workforce they aimed to attract.
That’s when Kyndryl turned to Somnio to craft a distinct, flexible, and impactful employer brand system—one that could connect emotionally and scale globally.
the solution
Somnio developed a fully realized employer brand, transforming the message of “progress with purpose” into a compelling, human-centered experience. Key deliverables included:
A custom employer brand logo, designed by Somnio, featuring 18 red lines beneath the wordmark—which is significant because it's how many letters are in Kyndryl’s tagline “The Heart of Progress”.
A Brand Anthem video, designed to emotionally express what it means to work at Kyndryl—winner of a Bronze Telly Award at the 46th Annual Tellys, chosen from more than 13,000 global entries across five continents.
A series of employee profile videos, filmed in regions around the world, that authentically showcase Kyndryl’s diverse talent and culture.
A curated photography library, shot in Spain, Japan, and India, capturing real moments with real employees to support global campaigns and visual storytelling.
Content scaled and adapted for LinkedIn, the Kyndryl Careers site, and other digital recruiting platforms to ensure global consistency and local relevance.
the approach
Somnio worked in close collaboration with Kyndryl’s employer brand and talent marketing teams to bring the brand to life through strategy, design, and production. From crafting a symbolic logo to directing international shoots, we ensured every element reinforced the promise of “progress with purpose.” The brand anthem and visual assets were developed with scalability and authenticity at their core—delivering a system that reflects the people, mission, and future of Kyndryl.
The result is a unified, award-winning employer brand identity that continues to attract top talent around the world—visually distinctive, emotionally resonant, and built for a global stage.
award-winning storytelling for Kyndryl
Our Kyndryl Employer Brand Anthem earned a Bronze Telly Award at the 46th Annual Tellys, standing out among 13,000+ global entries across 5 continents. Judged by a council of industry leaders.
PHOTOSHOOTS IN JAPAN, INDIA & SPAIN
