With a portfolio that includes brand names like Fairy, Pampers, Always and Max Factor, CuCo were incredibly excited when FMCG giant P&G chose our agency to work on a special creative internal communications project for their Bournemouth site.
The brief was to develop a new vision for the internal brand shared between the four departments operating at the site. Whilst the Bournemouth team was small enough to give the site a family-feel, it was a diverse and complex network where the four divisions were disparate and as a result, often uncommunicative. Our challenge was to pull the divisions together and create a refreshed, community-feel to the internal working environment, where staff were proud to be a part of P&G Bournemouth.
Working alongside the HR Manager, CuCo completely rebranded P&G Bournemouth’s internal comms, starting with establishing key ‘ingredient words’, accompanied by photography from a shoot directed by our Creative Director. We extended our creativeness further to create a Battle Cry for the brand. The chosen cry was ‘Bournemouth Delivers’, and both the Battle Cry and ingredient words were created to represent the uniqueness of Bournemouth’s site as well as the wider identity and core values of P&G. The main purpose of the battle cry was to allow staff to feel proud to be part of the Bournemouth site. After establishing the ingredient words, battle cry and accompanying imagery, CuCo were able to construct the brand identity by combining these core elements. We felt passionate about staff participation throughout the development process, enabling them to feel part of the brand’s evolution from start to finish, and many of them acted were the models for the day-long photoshoot.
The brand look was created by focusing on each department individually, and then integrating the combination of their colours and designs into one overall identity. CuCo designed posters, window displays, banners, signs and a wall graphic to run through the entire office as part of our branding strategy. Part of the reasoning behind our branding was to ensure the staff were division-aware and knowledgeable about day-to-day activity across their site and the end result saw the brand translated into an internal way-finding system.
Our work for P&G proved to be an overwhelming success, improving staff morale and unity amongst the departments. With our internal communications branding and strategy, we have optimised productivity as well as positivity in the companies day-to-day operations.