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Following the 2008 financial collapse, RBS Group received support from the UK government, a condition of which was to separate 314 branches to create a new bank. The branches, along with a proportion of head office support colleagues, would become Williams & Glyn. It was time to build a new bank with a strong heritage brand name. That’s where we came in.
RBS was determined to engage their people throughout the separation, and actively encourage them to contribute ideas and feedback to the new bank. We advised that we create an accessible strategic road map to communicate the the journey ahead, as well as practical tools to help managers facilitate ongoing conversations with employees.
Following in-depth research with the client, we developed a six-stage narrative of the journey ahead and presented it as a Big Picture visual. From where the bank has been and the catalyst for change, to the steps Williams & Glyn needed to take to formally separate from RBS, the roadmap broke the journey down into clear sections in a logical order.
Managers were briefed to deliver dynamic conversations with their teams to talk them through the roadmap. To support this we created a manager guide, colleague takeaway booklet as well as an online animated interactive map. Following the launch, we created branded templates to be used to continue the dialogue during the transition phase.
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“The roadmap was the most important communication we have issued to all colleagues since we announced the decision to become Williams & Glyn. It got all our staff to the same level of understanding about what was needed to build a new bank.”