One of the main issues when developing a brand is making sure it lives and breathes at every touch point. For a company as large as Royal Mail, this could only happen when their senior management teams understood the brand and how to properly apply the identity. This is where Integrity came in.
While we were auditing Royal Mail’s signage family, we realised there were huge opportunities to improve staff morale and customer perceptions of performance through better and more consistent application of the brand. So what began as a straight-forward signage redesign led to a much larger brand building – or implementation – exercise, which involved bringing together the senior teams from Branding, Property and Operations.
Untapped potential
Our aim was to get the sign family right up to the desired brand standard and bring the brand into the workplace, using the refreshed identity created by brand consultancy Wolff Olins the year before.
Expressing a brand’s identity is not just about making sure it comes through in marketing literature and customer-facing communications – every part of the business, from wayfinding signage and vehicle livery, to annual reports and name badges presents an opportunity to show the brand in action. It not only creates a cohesive look externally, it also encourages employees to feel part of a distinct organisation internally.
One cohesive identity
We suggested ways in which Royal Mail’s signage and shop floor design and layouts could be arranged to provide a more favourable work environment for everyone, from the postmen and women, up to the highest branch of senior management. We were able to suggest effective changes that could be made with minimum outlay, using existing furniture and available space – all of which fell within the refreshed brand’s guidelines.
Industry or sector
Logistics
Country
UK
Challenge
Interior brand elements
Services
Brand application
Brand audit
Links
Royal Mail
Downloads
Employee engagement factsheet.