A Strategic Framework for DI Transport

How our workshop provided Dansk Industri Transport with a strategic framework that served as a solid foundation for their future activities.

Turning Vision into a Shared Strategic Direction

THE CHALLENGE

In 2022, DI Transport wanted to strengthen the strategic direction of the organisation and create a clearer connection between its vision, brand and strategic priorities.

The ambition was not simply to formulate a strategy, but to create a shared strategic framework that employees could understand, believe in and use to guide everyday decisions and priorities.

DI Transport partnered with CPH Strategy to design and facilitate a strategy process that would engage employees in shaping that direction.

OUR APPROACH

We designed an interactive strategy workshop combining inspiration, strategic thinking and employee co-creation.

We began by exploring the role of branding as a strategic tool – and how a strong brand can help an organisation create clarity around what it stands for, where it is going and the role it wants to play.

From there, we worked with DI Transport's vision:

“A competitive transport industry that delivers sustainable mobility of goods and people to, from and within Denmark.”

The vision became the starting point for translating DI Transport's ambition into a clear and actionable strategic framework.

FROM VISION TO STRATEGIC FRAMEWORK

Together with the organisation, we developed a concise and memorable Brand DNA capturing the essence of DI Transport and the role it wants to play in shaping the future of transportation.

Through facilitated workshops, employees then helped identify the strategic pillars required to deliver on the vision – balancing two fundamental ambitions:

Ensuring high mobility while reducing the climate impact of transportation.

The process created a stronger link between DI Transport's overarching vision and the strategic priorities needed to make it happen.

BRINGING THE STRATEGY TO LIFE

A strategy only creates value when people understand it and can see their own role in delivering it.

Based on the new strategic framework, DI Transport developed its core story, and we helped transform it into a compelling mood film that made the strategy tangible, engaging and easy to communicate.

The film became an internal tool for bringing employees together around a shared understanding of where DI Transport is heading, what it stands for and what needs to happen next.

The result was not simply a new Brand DNA, but a shared strategic direction designed to move the organisation forward.