A UK Retail Bank and Insurance business required a corporate re-brand and re-launch in competitive market to tight timescales. Buy-in to brand strategy was mixed, no resources were in place to deliver and market proposition was ill-formed.
Response
Appointed as Programme Director and mobilised team to deliver the £25M programme.
Defined the brand proposition, leveraging agencies and business owners
Executed full rebrand across internal and external print collateral; supply chain partners; physical signage / refurbishment across retail and office estate
Launched integrated TV and press marketing campaign with supporting PR activity
Delivered award winning cultural transformation programme in parallel aligning 8,000 staff to the revised brand proposition and company values.
Results
Rebranded C.3,500 print items
Rebranded > 100 Retail and Office locations
Achieved 21% uplift in employee engagement
Achieved awards for National Training, Communicators in Business and Innovators in Financial Services
