ANZ Internal Brand
Captivating the attention of 50,000 employees.
Simplification over complication
A recurring theme in the discovery phase for us was simplification. Simplification of why they exist, what they do and how they do it; as well simplification of management structures that empower employees to make genuine improvements to the customer experience.
This was a complex project requiring buy-in from 50,000 employees and a huge range of deliverables to ensure the best results.
Lo-fi approach
ANZ CEO Shayne Elliott's down-to-earth leadership style led us to an extremely lo-fi approach whereby assets were broken down to their simplest form. It’s bold and visually disruptive, but authentic and engaging at the same time. Shayne’s mantra was ‘less formal, more normal’. The marker pen style indirectly says to staff that ‘we want less bureaucracy, more empowerment’.
Higher interest in all the right places
Following the launch of the ANZ Way, the bank’s HR team reported very satisfying staff engagement levels. We're talking a 20% increase in staff confidence that the new workplace culture could enable change, a greater understanding of the ANZ Way message, more confidence in senior leaders as active role models for ANZ’s values, and, higher approval of the bank’s efforts to promote open, two-way communication.
Less formal, more normal.
ANZ CEO Shayne Elliott's down-to-earth leadership led us to a more approachable style whereby assets were broken down to their simplest form. It’s bold and visually disruptive, but authentic and engaging at the same time. Shayne’s mantra was ‘less formal, more normal’. The marker pen style indirectly says to staff that ‘we want less bureaucracy, more empowerment’.
Engaging with staff.
To help drive engagement we produced a full range of user-friendly tools and visual assets. Staff were able to download core messages, templates and visual elements to incorporate in their own presentations. This reinforced the bank’s overarching vision and helped build momentum internally. Our library of hand-drawn illustrations continues to grow and evolve over time, allowing the content to stay fresh and visually engaging.
Higher interest in all the right places.
Following the launch of the ‘ANZ Way’ the bank’s HR team reported very satisfying staff engagement levels. There was a 20% increase in staff confidence that the new workplace culture could enable change, and also a greater understanding of the ‘ANZ Way’ message. Staff also showed increased levels of confidence in seeing senior leaders as active role models. There was also a noticeable lift in approval of the bank’s efforts to promote open, two-way communication.
