The challenge
Middlemarch approached us with a unique challenge. Through its new strategic direction Middlemarch wanted to make sure every level of its communications was aligned to the new strategy. This meant reviewing the company’s values; evolving its brand and guidelines; creating a new company website; and exploring a new colleague intranet, all underpinned by an ongoing focus on its new strategic direction.
The solution
Our discovery phase meant we were able to get under the skin of Middlemarch and its colleagues. This involved undertaking stakeholder interviews, facilitating workshops with the CEO and core senior leadership and one-to-ones with colleagues from across the country to better understand the business needs, and employee wants.
We worked with the internal comms team to produce a new values document, highlighting the beliefs, ethos and behaviours, and a new Middlemarch brand guidance book. In addition, we created a suite of branded items to support the new values and brand, ranging from branded hi-vis clothing, office signage, promotional items, email signatures and more.
Website visuals along with editorial content was produced as part of the website development phase. Along with intranet and website discovery reports, outlining the core deliverables and forward-looking schedules.
The results
The new website launched in August 2022. In the first week of the new site going live, there were more than 1,300 unique users, 2,800 page views and 9,700 individual events registered, made up of call-to-action button clicks, videos played and more.
