Shunkhlai Group | Own the Rhythm

Client: Shunkhlai Group

Project: Own the rhythm

Date: December 2025

Location: Ulaanbaatar, Mongolia

Challenge

Shunkhlai Group consists of multiple successful subsidiary companies, each with its own strong brand identity. However, at the group level, there was no clear or unified brand presence. This fragmentation led to deeper internal challenges, many employees were unaware they were part of the larger group, resulting in a weak sense of belonging and limited cross-company collaboration.

At the same time, the group faced a dual HR challenge: the need to attract new talent in an increasingly competitive market and retain existing employees.

https://www.youtube.com/watch?v=xsifDI-5W7Y

Solution

We developed a unified Employee Value Proposition (EVP) centered around the idea: “Own the Rhythm.”

This concept reflects the belief that every individual has a unique way of working, learning, and growing. It positioned the group as a flexible and supportive environment where employees are empowered to move at their own pace and define their own path.

A key strength of the platform was its adaptability. Each subsidiary company could tailor the message to align with its own function and culture, such as:

• Own Your Growth

• Own the Ethos

• Own Your Future

• Own Your Quality

To bring the EVP to life, we created a DVC featuring employees from the group’s largest subsidiary companies. Each participant shared their personal story, why they chose Shunkhlai Group and how it supports their growth.

By focusing on real employee voices, the message became more authentic and relatable. Hearing firsthand experiences proved far more impactful than traditional top-down communication.

This was reinforced through a series of portrait posters, featuring the same individuals alongside their stories, creating consistency across touchpoints and strengthening emotional connection.

Result

The new EVP successfully strengthened internal cohesion across the group. Subsidiary companies began collaborating more closely, fostering a stronger sense of unity and shared purpose.

At the same time, the refreshed and modern employer brand made it easier for HR teams to attract new talent while also increasing engagement among existing employees.

By building the brand from within, Shunkhlai Group transformed into a more connected, people-driven organization with a clear and compelling identity.

PROJECT TEAM

CEO: Dovdonbalbar T.

Senior Account Manager: Battuul G.

Account Manager: Purevjargal G.

Director of Photography (DOP): Amin-Erdene P.

Videographer: Temuulen D.

Designer: Enkhjin Ya.