Overview of requirement

Making What Matters Brilliant was Midland Heart’s exciting new corporate plan that focussed on delivering real improvements for their customers.  Over the following four years they planned to make a record investment in the services they offered to customers, their properties and their colleagues – making Midland Heart a truly great place to work, where people chose to build their future careers.

Their new plan focused on making sure they provide the homes and services that matter most to their customers and that they do this brilliantly.  The campaign branding was called  Making What Matters Brilliant.

The Solution

We work with Midland Heart on a regular basis so we know them pretty well and after a deep briefing with the client we knew how ‘brave’ they wanted to be for this project. It’s all in the questions you ask to get to the right result, the ‘big idea’ to convey an initiative internally to their team. Thirty years of ‘digging deep’ has given us this amazing ability to help make a brief rather than just take a brief – a brief that gets maximum impact! It was refreshing to be able to push the boundaries of brand guidelines and create something different enough to mobilise the team to think, act and work differently to benefit their customers.

As with all projects of this nature, the first stage was to create the project identity. We showed them two or three different bold, dynamic concepts and once the feedback came in, it was developed and finetuned and subsequently approved. That meant we were now free to explore and develop the overall look and feel of the initiative, our aim to really resonate with the Midland Heart team.

Once approved, the look and feel was developed as large graphics on walls in Midland Heart’s head office, the corporate plan, a printed teaser, PowerPoint Templates, branded coffee cups, lanyards and pens.

The Result

Over the four years the Midland Heart Corporate Plan project was running, there was noticeable shifts in the team to be brilliant at how they service their customers which in term enabled Midland Heart to deliver as planned and so help their customers benefit from the right homes and the right services.