Redefining a working culture with new hybrid model

The challenge

Volkswagen Financial Services UK is responsible for coordinating the financial services activities of Volkswagen Group. In October 2021, the business launched a hybrid working trial, signalling a shift in the way colleagues worked following feedback gathered during the pandemic. An identity was needed to deliver this exciting new project to all colleagues.

The solution

Hybrid working was a major step change for a business that had primarily been office-based previously. As such, we created a bold, challenging new look and feel for hybrid working that aligned with the brand’s guidelines and pushed the boundaries of what colleagues expected from their internal communications.

The centrepiece of the work was a digital hybrid working guide, which combined the bold visual style with snappy copy, making the most of cartoons, graphics and humour to get the key messages across.

When the trial launched, we made sure this visual language was reflected around the office and on the intranet, so colleagues were able to discover their hybrid working style wherever they worked. From user guides on new IT technology, to water and anti-bac bottles, the look and feel was rolled out to colleagues across a range of channels.

The results

In a survey of more than 400 colleagues, 94% felt they had been given guidance and support, and the average score for enjoyment of hybrid working was 4.4 out of 5. It drew external praise too, winning Best in Class for design at the 2022 IOIC Central and Northern awards.

“The hybrid working guide and assets mark a real shift in the way we communicate with colleagues, both from a visual and copy perspective. Our working group loved the bold look, snappy copy and the suite of assets that complemented the main guide. It’s been really well received by colleagues too, whether at home or in the office, and it’s contributed to making the trial a success.”

Lizzie Meeke, Communications Executive and Work From Anywhere team member

Why we love it

“This project brought together so many lessons learned from the Covid-period and culminated in a central document that I am proud of, not only for the collaboration and skill that brought it to life, but also the impact we’ve seen it’s had through our analysis and measurement. Knowing it’s an IoIC award winner and that the client is delighted with it are the cherries on top.”

Nick Robbins, 44 Account Director