CBU set out to build a rallying programme to drive and unite the entire workforce. This universal manifesto would resonate across each unit, each experience, each employee and ultimately, each end-user, highlighting MAF’s unique approach to creating emotional experiences in placemaking, not just product.
In our role as brand guardian Latitude supported the team in navigating this challenge by defining and embedding a strong internal communication agenda to influence team behaviour and in turn the brand experience. Inclusivity was central to the process and intensive research was conducted as part of the strategy to aggregate key commitments and assimilate different viewpoints.
With a clear declaration in place, Latitude developed a visual framework and communication toolkit including a ‘fully customised 3D pop up city’ with artfully printed collaterals and internal signage. The neighbourhood and its interactions were all thoughtfully choreographed with the customer in mind providing a truly inspiring result. Overall employee retention was encouraged and improved and MAF continued its quest as a best in class employer.
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