3iQ partners with Thinkfarm to launch global employer brand

3iQ, a pioneer of digital asset investment products, is building for the future not only in its markets, but in its culture. Thinkfarm was asked to help express what it truly feels like to work at 3iQ.

As one of the pioneers of digital asset investment products, 3iQ is building for the future not only in its markets, but in its culture. As the company scales across Canada, the UK, Europe and beyond, it recognised the need to articulate something deeper: what it truly feels like to work at 3iQ. Thinkfarm was asked to help express that story.

Having previously worked with 3iQ on digital advertising campaigns for product launches, this collaboration shifted focus from customers to colleagues. The brief was clear: help define, express and activate the 3iQ employee experience in a way that was authentic, consistent and globally scalable.

“It’s not a company rebrand,” says Stephen Izatt, MD of Thinkfarm. “It’s about articulating the experience of working at 3iQ clearly, honestly – and how people are already living the shared values. The project has then gone on to make that experience visible and real to the people inside the business, and to the people it wants to attract.”

Two mobile phones showing a linkedin feed containing promotional posts for working at 3iQ

The result is #MakeItMatter, a unifying, memorable and culturally relevant employer brand that connects 3iQ’s values to everyday actions. Rooted in the organisation’s pioneering spirit and its commitment to doing things properly, the platform acts as a lens through which decisions, behaviours and collaboration can be seen and celebrated.

Developed in close partnership with VP People & Culture, Kerry Lower, 3iQ’s leadership and marketing teams, the employer brand was launched at a global town hall, supported by an impactful, animated film produced by Thinkfarm. The work has also included:

Messaging framework and creative concept
Comprehensive Ambassador Playbook
Employer brand guidelines and templates
Screen savers, presentation tools and merchandise
Recruitment copy and LinkedIn campaign assets
A full implementation plan for global rollout

To ensure #MakeItMatter is lived, not just launched, 3iQ has introduced a network of departmental ambassadors. Supported by the playbook and ongoing guidance from People & Culture, ambassadors will capture short videos and stories showing how colleagues across the organisation are “making it matter” every day.

Four pages of the Make it Matter campign visual guidelines.

Mane wearing t-shirt with a corporate slogan

For a business operating in a fast-moving, highly competitive industry, employer reputation now has a direct impact on talent attraction, retention and performance.

“People want to know their work counts and that their values align with everyone else in our organisation. #MakeItMatter gives us a clear, adaptable and human way to express that, inside and outside 3iQ.”

Kerry Lower, VP People & Culture, 3iQ

Thinkfarm continues to work with 3iQ on the rollout of the platform across recruitment, internal communications and culture-building programmes. As Izatt adds, “strategy and innovation matter. But ultimately, it’s people who make the difference. That’s what this platform recognises — and why it matters.”