our work
Royal Liver Group
Project: Internal brand engagement, in collaboration with McMenemyHill.
When: 2007
What: In response to product innovation and increased competition in the Financial Services sector, Royal Liver reviewed its entire business strategy from its range of products and services, to the way they are delivered and marketed. Resulted in a new image and brand architecture. A cultural brand alignment project was needed to ensure all employees gain a clear understanding of the new and refreshed brands, why it was necessary and the part they need to play.
How: We worked closely with senior executive team to shape approach, develop internal messages and directed the development of a range of supporting comms, including a brand alignment micro-site.
Outcome: Brand champions engaged to disseminate change and understanding throughout the business. Supported with online tools and internal communications "pass it on" campaign.