Nationwide community brochures

The challenge

In the latter part of 2016, Nationwide announced a move into a new structure built around a series of communities. The largest of the new 11 communities is for the branch and call centre – with over 12,000 colleagues – known as Relationships & Distribution. The challenge was to create a series of communications introducing the community to all colleagues, beginning with a welcome from the head of the new community, Tony Prestedge, followed by a welcome book from his leadership team. Nationwide was looking to us to push the brand and create a communication that was original, memorable and reflected the essence of the new structure.

The solution

In his welcome editorial, Tony talks about ‘bringing our human touch to the fore’. We used this as our benchmark to create a relaxed and engaging communication, employing a hand lettering artist to introduce a human quality and bring to life a series of key statements and figures. As well as art directing a photoshoot featuring Tony, we had a lively day photographing the leadership team, creating a series of informal profiles that captured the energy and enthusiasm around the new community. Print and a complementary digital version were produced, with due consideration given to the physcial solution of both pieces which looked to involve the audience.

The value

Our direct clients have fed back how delighted they are with the positive energy and reaction they have received from the colleagues. “The leadership book has landed and it looks amazing! I love it,” said Hannah Warhurst, Internal Communications Business Partner, Marketing & Engagement. We are now working closely with Nationwide on rolling out the new community structure across the group.