BlueLight Commercial is a fast-growing startup funded by the UK government. We evolved its brand to reflect its entrepreneurial confidence and strategic ambition, before embedding this across an EVP, employee experience, comms strategy and communications suite.
Deliverables
Brand strategy and identity / EVP / Comms strategy / Comms assets / Employee experience
The challenge
BlueLight Commercial is a startup business funded by the Home Office to boost the commercial capability of procurement and deliver savings across the police forces of England and Wales. It needed to align its brand, culture and communications with its strategic objectives and stakeholder needs.
At the heart of this was the need to reflect the hybrid public/private sector nature of the organization and build upon its dynamic, entrepreneurial culture and outlook. The challenge was amplified by the Covid-19 pandemic and the entire organization working virtually from home.
Our solution
We began by evolving and professionalising the organization’s brand, including its purpose, values and strategic messaging. Visually, we retained the use of blue, yellow and white, whilst adding vibrancy through new hues, a reworked marque, new fonts and a new approach to imagery.
Following this, we conducted talent segmented interviews and research that uncovered several key insights about BlueLight employees: They were drawn from the best in the sector, were passionate about commercial services excellence, and were deeply collaborative in their approach. From there, we facilitated internal workshops to develop a new employee value proposition, working principles, and an evolved employee experience, all aligned to the new brand and research insights.
To launch the evolved brand and EVP, we used the company’s annual all-staff event, sharing program outputs with employees and talking them through the different toolkits we’d created with their input. Because we’d involved them from the start, many were excited about carrying the program momentum into day-to-day work themselves.
To further embed the brand and EVP, we developed a communications strategy for the new Marketing and Communications team, as well as a suite of internal and external communication assets, including a culture playbook, careers web page, and social media templates.
