Client: Telefónica / Movistar / O2

In the late 2000s, I was commissioned as Creative Director to develop a creative solution to communicate a major strategic transformation across Telefónica’s global organisation: the consolidation of its commercial operations under the Movistar brand, while retaining O2 and Vivo in key markets. The challenge was to make this shift clear, meaningful, and inclusive for more than 230,000 employees and 6,000 directors worldwide—without diminishing their sense of identity or pride in belonging.

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Working in collaboration with consulting partners Palladium and Grove Consultants (San Francisco), I helped create a large-scale learning map designed to communicate Telefónica’s strategic objectives through visual storytelling and group interaction. The map used a unifying metaphor—the growth of a town into a city—to explain Telefónica’s past, present, and desired future, drawing clear parallels between geographical expansion and the evolution of a global business.

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Key strategic concepts such as growth, consolidation, infrastructure, connectivity, controlled expansion, and future-facing innovation were translated into visual elements including transport routes, urban planning, developable land, and sustainable “green” architecture. These metaphors enabled complex organisational change to be understood intuitively, regardless of role, market, or geography.

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The map was designed as an interactive facilitation tool, supported by guided exercises and prompts that encouraged employees to interpret the metaphors, elicit answers, and discuss how each element related to Telefónica’s global positioning and local realities. Managers led participatory sessions with their teams, turning strategy from a top-down message into a shared learning experience.

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Rolled out globally and printable at scale, the initiative successfully increased understanding, alignment, and engagement during a period of significant transformation—helping employees see themselves as active participants in Telefónica’s future while reinforcing unity, purpose, and pride across the organisation.

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The initiative was praised internally as one of the most effective communications campaigns delivered to date.

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