The Goal
Develop a campaign to introduce and embed the new Ways of Working (WOW) across the organisation. The goal was to motivate council staff to engage with the corporate transformation programme, with messaging that could adapt to the evolving cross-cutting initiatives within it. The campaign explored the use of WOW as a central hook.
The Strategy & Challenge
The challenge lay in transforming dense, complex human resources policies into a refreshing, highly accessible format. Focus groups with council management were utilised to ensure the communication style was tailored to the audience, steering the creative direction away from dry corporate layouts and toward an engaging, comic-inspired narrative, encouraging staff adoption without feeling authoritative.
Brand & Execution
Campaign Sub-Branding: Developed a playful, modern "Ways of Working" sub-identity inspired by classic Pop Art. By utilising speech bubbles, a widely recognised technique to highlight key information, the design visually represents individual staff voices and perspectives, making the organisational change feel direct and personal.
Information Hierarchy: FSelected a comic-style creative direction to communicate complex ideas. Historically proven to boost engagement and foster memorable, relatable understanding, this illustrative approach simplified dense flexible-working guidelines into digestible visual stories.
System Scalability: Formulated a versatile, grid-based layout where modular graphic panels and speech bubbles scaled seamlessly, ensuring the visual narrative maintained its structural clarity and readability from small pocket guides to large-format office wall vinyls.
Posters
Pull-Up Banners
Digital Screens
