Nationwide: Welcome book sets the scene for new community

The challenge

In late 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 and followed by a welcome book from his leadership team. Nationwide wanted to create a communication that was original, memorable and reflected the essence of the new structure.

Our solution

In his welcome editorial, the R&D director about ‘bringing our human touch to the fore’. We used this phrase as the basis for our work, creating a relaxed and engaging brochure that included a hand lettering artist to introduce a human quality and to illustrate key statements and figures. Our creative team art directed photo shoots of Tony and the leadership, creating a series of informal profiles that captured the energy and enthusiasm around the new community. Printed and a complimentary digital version of the welcome book were produced.

The impact

Our client was delighted with the positive energy and reaction they received from their colleagues, especially for the welcome book. We are now working closely with the internal team on rolling out the new community structure across the group.