Internal Communications Re-brand - KONE
- Client:
- KONE
- Project:
- Internal communications re-brand
The brief
Re-branding exercise for internal staff newsletter to encapsulate tradition and digital delivery. Also, to develop a mechanism for measurement.
Our pitch
The Escape was appointed for this project after our strategy-based proposal that complemented our creative approach. As well as exploring current trends in magazine design, we undertook research into the way people interact with the current magazine and surveyed its readership.
Development
We worked with the brand guidelines and opted to use a secondary colour palette as it is much fresher than the main corporate options. Moving our concepts forward, we established a flexible grid for the layout of the page spreads along with a style for the photography so we could work with the in-house team at KONE.
For the digital delivery, the client wanted the ability to monitor the readership of the internal e-news so we recommended an online delivery solution for reporting and tracking. With such a large workforce, we also advised on the best fulfilment and distribution mechanisms for the paper version.
The result
The digital newsletter (e-wire) and the paper-based newsletter (the-wire) were motivational pieces that were received well by the company's employees with responses indicating an increased level of engagement. The employee's response - by way of supplying articles and imagery for upcoming editions - has resulted in an informative relevant communications channel and an increased level of internal company communication.
I have worked with The Escape in the past and knew that they had the expertise and know how to help me make improvements to the internal communications at KONE.
The main challenge was to actively engage with hard-to-reach groups such as engineers who have not got company email addresses. We needed something that not only would be inexpensive, enable us to monitor what was being read and that could be subscribed to from personal email accounts. This has been well received.
Added to this the new newsletter is a major improvement and working alongside our intranet we now have three affective communication channels that are more focused, targeted and relevant.
Ben Giles - Internal Communications Manager
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