The retail company May am Hochrhein, which employs around 200 people, has been undergoing a process of cultural change since 2019. With the aim of achieving sustainable success and attracting new customers, the management team has been developing the company's structures, processes, values, and identity for several years. The author of this article is now focussing on the external perception of May. How can cultural change and image-building mutually benefit each other? In her roles as co-coordinator of the marketing team, workshop leader, marketing manager and strategic designer, she analyses the relationship between identity and image in numerous interventions. Her findings: in order to change the May image and appeal to new customers, employees, and customers need to work collaboratively. In a three-phase model, she shows how customers can be involved.