Who doesn’t know Atlas Copco? The Swedish multinational develops innovative compressed air and vacuum solutions, generators, pumps, power tools, and assembly systems for customers around the world, operating in more than 180 countries. Since 2019, ZINNIG has helped push those boundaries with English-language content that travels just as far. No fluff, just strategic, consistent blogs, white papers, campaigns, and customer stories. The highlights? A global brand baseline used across the organization and a diversity and inclusion board game. Ready for more?
THE CHALLENGE
How do we translate our vision of diversity and inclusion into an HR tool that works around the world?
Writing for a giant like Atlas Copco naturally raises the stakes. Fortunately, at ZINNIG, our language expertise and technical know-how allow us to navigate the world of high-tech innovation and smart industrial solutions with ease. But technical expertise alone isn’t enough. Clear, accessible communication is just as important, both internally and externally. In 2020, Atlas Copco asked us to create an English-language playbook on diversity and inclusion in the workplace. ZINNIG got to work and turned the idea into a success story.
THE APROACH
The twelve plays
Nearly everything we create for Atlas Copco is written in English. For this, ZINNIG works with English-language B2B copywriters and native speakers. It’s rewarding to see copy written in our office in Hasselt suddenly reach audiences around the world, especially when it’s something as visible as a baseline. Making Agility Count came from our pen and captures the essence of what makes Atlas Copco unique: agility, innovation, and precision in every discipline. Building on the experience we gained from this and other projects, we were able to contribute from the concept stage when developing the company’s playbook.
Based on interviews with HR professionals at the Belgian headquarters and in the United States, we developed a structure built around twelve plays, each consisting of three elements: Practice, Perform, and Pass it On. The topics were broad, ranging from the gender gap and inclusive language to the glass ceiling and imposter syndrome. Following intensive collaboration with HR teams around the world, the finished 180-page Playbook rolled off the press at the end of 2020. It is still used internationally throughout Atlas Copco today.
Learning through play
The success story continued. When Atlas Copco approached us in 2024 to create a new edition of the Playbook, ZINNIG proposed turning it into a card and board game. Between our ongoing assignments, we spent much of 2025 developing the concept, gameplay, and storylines. Extensive try-outs allowed us to fine-tune every aspect of the game. The game is scheduled to launch across Atlas Copco offices worldwide in the summer of 2026.
Projects like these show that our role extends well beyond copywriting. We actively contribute to the structure, content, tone of voice, and visual framework of each project. We took the same approach with the Cosmopolitan Project for Atlas Copco Belgium. Based on interviews, workshops, and internal documentation, we developed an international passport for HR professionals designed to make cultural differences more visible and strengthen international collaboration. The project proved so successful that it’s since been adopted in other countries as well.
THE RESULTS
Creating global impact
What started with blogs and web copy evolved into carefully developed concepts and projects with global impact. It is precisely because of our combination of clear language, efficient workflows, and strategic thinking that new Atlas Copco divisions, sister companies, and spin-offs continue to find their way to Hasselt. And we welcome them with open arms. Drawing on years of experience, we move effortlessly between teams, time zones, and cultures. It’s a versatile, long-term partnership that continues to challenge, inspire, and motivate us.
“It’s a partnership that doesn’t require many words yet consistently produces exactly the right ones. Empathy, understanding, and a certain energy that people bring with them formed the foundation of the PTBA D&I Board Game. It’s a project that has had an impact on our people. Not only in the workplace, but also on who they are and how they move through life.”
Seppe Van Beneden, communications manager at Atlas Copco
