[the brief]
We were engaged by Prudential to refine their internal strategic framework, which included a purpose statement, a set of core values, customer and employee value propositions, corporate strategy and strategic priorities. With an employee town hall fast approaching, Prudential needed a clear narrative to communicate the framework internally.
Our task was to revisit the framework elements, harmonising them to work cohesively. The ultimate goal was to ensure employees understood Prudential’s strategic direction, enabling greater alignment to drive cultural and business change.
[the approach]
Our approach was structured around three core modules: Discovery, Definition and Communication. We began by conducting internal stakeholder interviews and reviewing strategic materials to better understand Prudential’s existing framework and related initiatives.
This informed a clear and consistent tone of voice and the refinement of initiative labels and descriptions. We crafted a powerful storytelling platform, which informed the Prudential Charter, town hall presentations, and full branding of internal office spaces – designed to educate, inspire, and excite stakeholders.
[THE insight]
Through our discovery process, we identified a need to better connect the initiatives within Prudential’s strategic framework and communicate them more effectively. The existing framework, while well-intentioned, lacked a cohesive narrative and a consistent voice.
By simplifying the framework and emphasising a clear, unified message, we helped Prudential create a more impactful and resonant story.
[THE outcome]
By delivering a clear and concise narrative we ensured there was greater impact and resonance with internal stakeholders.. We delivered the Prudential Charter and their town hall presentation decks, and environmental design that clearly articulated the company’s strategic direction.
