As a registered charity offering support to both older people and adults with learning disability, The Fremantle Trust was finding it increasingly difficult to attract and retain high calibre staff. With over 1,800 staff in 58 locations across the Home Counties and London, maintaining a sense of unity was difficult.
Our brief was to reinvigorate a disparate brand by providing a compelling story, bringing people together and fostering a sense of purpose.
Our first step was to run a perception study to see how the brand was viewed both internally and externally. This revealed that staff had limited emotional attachment to The Fremantle Trust brand.
It was clear that the most important task was to rebuild a sense of team, so we developed and ran a concentrated engagement programme to involve staff and allow them to voice their views and concerns.
The outcome was a comprehensive set of recommendations, supported by an internal communications campaign, which resonated with staff throughout the Trust.
Mission, Vision and Values
Redefining the organisation’s Mission, Vision and Values and embedding them throughout the organisation was an important aspect of the brand renewal.
The new identity
With the brand redefined, we brought it to life with a new identity, boosting staff morale and communicating the positive changes taking place.
Cost effective implementation
We brought the identity to life by creating a comprehensive suite of communication tools for use across all markets and also developed a full set of guidelines and templates. The templates were specifically designed to be easy to use by staff when creating their own communictaions.
We really enjoyed working with Housebrands, who demonstrated commitment and understanding throughout. We are delighted with the outcome.
Steve Flanagan CEO, The Fremantle Trust