With a new brand identity, a new corporate design, including revised brand values, Bosch wanted to reflect the diversity and individuality of life, the emotionality of the brand, and the numerous products from the different business units. Ultimately, Bosch wanted to make the claim 'Invented for Life' much more tangible. Now the new direction also had to be communicated internally. To do this, we first talked to Bosch employees in several countries about understanding the positioning aspects. Then we designed an explanatory film in comic style, created a learning kit for internal workshops & trainings, developed the concept for the new brand book and moderated various activation workshops at the annual 'Bosch Brands Day'. So that all employees really live the brand positioning and thus make it tangible for external target groups.